What is the best ad format for your SEM campaign?

If you want to run a successful SEM campaign, you need to choose the right ad format for your goals, audience, and budget. But how do you know which one is the best for your situation? In this article, you will learn about the different types of ad formats available on Google Ads, the most popular platform for SEM, and how to decide which one suits your needs.

1 Text ads

Text ads are the most common and simple type of ads on Google Ads. They consist of three main elements: a headline, a display URL, and a description. Text ads appear on the search results page, above or below the organic listings, or on other websites that are part of the Google Search Network. Text ads are ideal for capturing the attention of users who are actively searching for something related to your keywords, and for driving them to your landing page. However, text ads have some limitations, such as limited space, competition, and ad blockers.

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Nazim Ahmad

Performance Marketing Specialist | E-commerce ROI/ROAS Returns Expert | Facebook & Google Ads Consultant | LinkedIn Marketing Insider | Apple Search Ads Certified | Transforming Brands with 5X-10X+ Growth
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Text ads offer simplicity and efficiency. Their concise format ensures a focused message, targeting users actively seeking information. While facing limitations like space and competition, their effectiveness lies in connecting with an engaged audience, making them a robust choice for a successful SEM campaign.

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Ifedolapo Ojuade, ABMP, MBA

Commercial Leader | Strategic Marketing Professional | FMCG Tech | AI Generalist | Faculty at BMA | Writing "The Nigerian Consumer Code" series for BusinessDay | Delivering ROI-positive Commercial Programs for MNCs.
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Ad formats for effective SEM campaigns: Search Ads: Text-based ads targeting specific keywords on search engines, ideal for capturing high-intent traffic. Display Ads: Visual ads in the form of banners or images, targeting audiences based on interests and behaviors across various websites. Video Ads: Engaging video content targeting audiences on platforms like YouTube, conveying brand messages effectively.

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Bengi T.

Digital Marketing Director | Data-Driven Web Strategist | AI & Emerging Tech Enthusiast | Expert in Generative Search, Paid Media, and Content Campaigns
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I am a fan of text ads. They are simple and to the point. They take the fluff out of digital content. They have limitations so the ad group maintenance becomes a must.

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2 Responsive search ads

Responsive search ads are a newer and more flexible type of text ads on Google Ads. They allow you to create multiple headlines and descriptions, and then Google automatically tests and shows the best combinations to your potential customers. Responsive search ads can adapt to different devices, screen sizes, and user preferences, and can show more relevant and engaging messages to your audience. Responsive search ads are great for increasing your reach, improving your click-through rate, and optimizing your performance. However, responsive search ads require more testing, monitoring, and optimization than regular text ads.

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Nazim Ahmad

Performance Marketing Specialist | E-commerce ROI/ROAS Returns Expert | Facebook & Google Ads Consultant | LinkedIn Marketing Insider | Apple Search Ads Certified | Transforming Brands with 5X-10X+ Growth
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Responsive search ads offer dynamic adaptability, leveraging automation to optimize messaging for diverse audiences and devices. Their flexibility enhances reach and click-through rates, providing a powerful tool for performance optimization. While demanding more testing and monitoring, the potential for personalized engagement makes them a strategic choice for those willing to invest in meticulous campaign refinement.

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3 Image ads

Image ads are a type of display ads that use visual elements, such as photos, graphics, or logos, to attract users' attention and convey your message. Image ads appear on websites, apps, or videos that are part of the Google Display Network, which reaches over 90% of internet users worldwide. Image ads are perfect for building brand awareness, generating interest, and creating an emotional connection with your audience. However, image ads have some drawbacks, such as higher costs, lower conversion rates, and stricter guidelines.

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Nazim Ahmad

Performance Marketing Specialist | E-commerce ROI/ROAS Returns Expert | Facebook & Google Ads Consultant | LinkedIn Marketing Insider | Apple Search Ads Certified | Transforming Brands with 5X-10X+ Growth
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Image ads wield the power of visuals to craft compelling narratives and foster brand connection on a global scale. Ideal for instilling brand awareness and evoking emotions, they tap into the vast Google Display Network. Despite potential drawbacks like higher costs and stricter guidelines, the ability to create lasting impressions makes image ads a valuable asset for those prioritizing impactful storytelling in their campaigns.

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4 Video ads

Video ads are another type of display ads that use moving images, sound, and text to tell a story, demonstrate a product, or educate a viewer. Video ads appear on YouTube, the world's largest video platform, or on other websites, apps, or videos that are part of the Google Display Network. Video ads are excellent for showcasing your brand personality, delivering complex information, and influencing purchase decisions. However, video ads have some challenges, such as longer production time, higher quality standards, and shorter attention spans.

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5 Shopping ads

Shopping ads are a special type of ads that display detailed information about your products, such as images, prices, ratings, and availability. Shopping ads appear on the Google Shopping tab, the search results page, or other websites that are part of the Google Search Network or the Google Display Network. Shopping ads are ideal for driving qualified traffic, increasing sales, and competing with other retailers. However, shopping ads require more setup, maintenance, and data feed management than other types of ads.

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6 App ads

App ads are a unique type of ads that promote your mobile app across Google's networks, including Google Search, Google Play, YouTube, and the Google Display Network. App ads use machine learning to automatically create and optimize your ads based on your app's information, your target audience, and your campaign goals. App ads are amazing for reaching potential users, driving app installs, and increasing app engagement. However, app ads need more tracking, measurement, and attribution than other types of ads.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What is the best ad format for your SEM campaign?

1

2

3

4

5

6

7

1 Text ads

2 Responsive search ads

3 Image ads

4 Video ads

5 Shopping ads

6 App ads

7 Here’s what else to consider

Search Engine Marketing (SEM)

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What is the best ad format for your SEM campaign?

1

2

3

4

5

6

7

1 Text ads

2 Responsive search ads

3 Image ads

4 Video ads

5 Shopping ads

6 App ads

7 Here’s what else to consider

Search Engine Marketing (SEM)

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