What are AdWords Ad Formats?

One of the reasons why AdWords is such a powerful tool for marketers comes down to the fact that there are a huge variety of different ad formats for you to choose from depending on your needs. For the best results, however, it’s important to remember that not all formats are created equally. You will need to choose the best option to help you accomplish your campaign-specific goals.


Text Ads, Image Ads, Video Ads and Dynamic Search Ads are just a few of the Ad-formats you may use, with Ad Extensions being the most commonly used type of AdWords Ad format.


Ad extensions provide another reason to click the ad. There are both manual and automated ad extensions. Examples of these can include:

  • Location annotations, which allow you to attach the address of your business to your ad.
  • Sitelinks, which allow you to link to relevant content within your site.
  • Review or consumer rating extensions which allow you to feature reviews or ratings.
  • Call extensions enable users to call your business right from the ad, without dialing a phone number.
  • Dynamic structure snippets show additional landing page details, automatically with your ad on search.


  • Text Ads

    Text ads feature only words and are short, sweet and to the point. It’s important to note in 2017 Google is launching Expanded Text Ads for all accounts. Learn about the impact Expanded Text Ads will have on click-through rate.

  • Responsive Ads

    Responsive ads automatically adjust the way they look, along with their size, to fit available ad spaces.

  • Image Ads

    Image ads feature either static or interactive graphics, depending on the option you’ve selected.

  • App Promotion

    App promotion ads let you use your ad space to send customers directly to your download page for an app or to their device’s app store.

  • Video Ads

    Video ads deliver a multimedia, rich and engaging experience to customers by allowing you to play video content at strategic moments.


Once you’ve determined which of the Google ad formats is best for you, you can use the automated formatting systems to adjust the effectiveness of your campaigns moving forward. After you log into your AdWords account, complete the following steps:

  • Choose the campaign ad Ad Group that you’ll be working with.
  • Click the tab labeled “Ads.”
  • Locate and select drop-down option labeled “+Ad.”
  • Browse through the list of available ad formats until you find the one you’d like to create.
  • Fill-in the instructions and information relevant to your format.
  • When you’re finished click “Save Ad.”

After you’ve saved your ad, you’ll see it in the “Ads” tab on screen. However, keep in mind that your Ad won’t run until it is approved by Google, which can take a few seconds to a few days, depending on the Ad format you select.

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