Advertising Forms
Besides the correct strategic direction of a campaign and the necessary keywords and bidding strategies, there is the important factor of advertising. Through this contact point between the user and your website, you can adress the user and link to your website. According to that both substantive and technical preparation of such forms of advertising are important to address the user appropriately and affect a conversion.
Search using Google Adwords
Adwords as text ads
Adwords text ads are normal text ads with 25/35/35 signs and a URL on the right side or above the organic results.
These text ads are subject to exact editorial specifications by Google in terms of both the content and the URL that appears below the ad.
Product Plus Box
In the Product Plus Box, the above explained text ads are combined with a data feed. Through a small plus sign below the ad additional information is displayed. Ideally, these are product images, descriptions, prices, etc.
The Product Plus Box is often used for bestsellers to strengthen the sale of these products further or in case of long tail searches to link to the corresponding products.
Sitelinks
Using the sitelinks up to four additional links can be shown below the text ad. These can refer to other pages of the website, for example on bestseller products, special offers or other actions.
Local Plus Box
In the local plus box addresses are shown in a plus box below the text ads. This allows, for example, to fade in the nearest branch or contact person.
Video Plus Box
Not yet available in all major markets the video plus box can represent video content below the text ad, analog to the other plus boxes. Thus, in case of brand terms current tv spots or e.g. in case of long tail keywords product videos can increase the attention of the user on the ad.
Content-Advertising Formats
Text Ads
Text ads are normal text ads on the content of a website. The conditions are exactly the same as in the adwords ad on the SERPS of the search engine, except that these here are booked explicitly for content pages and may include specific addresses for the user.
Image Ads
Here the standard image-advertising formats can be used, i.e. banner, skyscraper, rectangle et cetera. They replace the text ads - so there is no plus sign as it is the case in the search ads.
Video Ads
Here are shown videos instead of images. They are used for example for tv commercials and the like. Also here, videos are replacing the text and are not used additively.
Gadget Ads
Gadget ads are interactive ads. They are either created with Flash or with a normal HTML/JavaScricpt.
Gadget ads are small web pages within the website. Thus, nearly all elements of a website can be used, such as navigations, text fields, videos, pictures, etc.
