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1. INTRODUCTION TO GOOGLE ADS WORDS
Ad Type #1: Standard Text
Ads – Now Called “Expanded
Text Ads” (ETAs) ...
Ad Type #2: Responsive Search
Ads (RSAs) ...
Ad Type #3: Dynamic Search Ads
(DSAs) ...
Ad Type #4: Image Ads. ...
Ad Type #5: App Promotion Ads.
...
Ad Type #6: Video Ads

2. Ad Type #1: Standard Text Ads – Now Called
“Expanded Text Ads” (ETAs)
Standard text ads used to be very basic, with a strict
character limit and not much room to get creative with
copywriting or include top keywords for higher
rankings. A few years ago, Google expanded these ads
into what are now called expanded text ads (ETAs).
ETAs offer room for up to three headlines and two
descriptions, along with “extensions” that allow you to
add things like phone numbers and opportunities to
link to different pages of your website. ETAs are a tried-
and-true paid search tactic that all marketers should
consider.

3. Ad Type #2: Responsive Search Ads (RSAs)
RSAs are like ETAs on steroids. They offer more
options for headlines (14) and descriptions (5) to
allow greater reach and allow A/B testing without
having to create separate ads. Google will try
different combinations of your headlines and
descriptions until it identifies the most effective
combination, effectively reaching potential customers
with the most engaging copy at the right time. These
ad types have a drawback in that each headline must
work well with all the others, delivering a clear
message no matter what order they appear. You can
pin some headlines – say, if you want to always show
the brand name in Headline 1 – but these options
are limited. Ultimately, Google recommends including
one RSA in a standard ad group along with two ETAs.

4. Ad Type #3: Dynamic Search Ads (DSAs)
Dynamic search ads offer an automated ad type in that they
populate search ads automatically with content from your
website. These ads are meant to be used with well-developed
websites that have clear categories of content and a large
inventory of products. DSAs use the content housed on your
website to target your ads to users searching for similar
products or services. This saves you a lot of time in setup and
ensures you are using keywords you may otherwise have
missed. However, the automation factor means you have little
control over what exactly your ad will say. Google does its
best to keep the content relevant to the pages you specify. If
you’re selling different product lines or even just one range of
products, you can upload a product feed for Google to create
these ad types.

5. Ad Type #4: Image Ads
Image ads run on the Google
Display Network, which means they
can show on websites that partner
with Google to provide ad space;
Google will choose to show them
on websites your target audience
visits often. Also known as display
ads, image ads can be static or
interactive graphics and are
recommended for brand
awareness campaigns, whereas
text ads are geared more toward
users further down the marketing
funnel.

6. Ad Type #5: App Promotion Ads
App promotion ads do exactly
what they sound like: promote
app downloads. These ads are
mostly run on mobile devices, like
smartphones and tablets, but can
also run on platforms with the
Google Search and Display
Networks, including Google Play,
YouTube and Google Discover.t

7. Ad Type #6: Video Ads
Several different video ad formats allow you to
deliver a more engaging experience to users,
reaching customers on Google Partner sites and
platforms including YouTube. Video advertising is
a lucrative ad format with high ROI, highly
recommended for companies who have the
budget to invest in video assets. Fun facts: In a
single day, more than 500 million hours of video
content are watched on YouTube alone, and one-
third of all online activity is video consumption.

8. N
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nidmindia@gmail.com
info@nidmindia.com
Reach NIDM
Head Office Address
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