Hello, community! Do you use Google Ads for traffic? Many affiliates, for instance, do not. And it’s understandable: advertising can be quite expensive, and most prefer targeted ads they are already familiar with. However, Google Ads offers a variety of interesting advertising formats that can be highly relevant in certain cases. Let’s discuss these formats.
But first, let’s remind ourselves that there’s no such thing as free cheese except in a mousetrap. So, if you’re ignoring all paid traffic sources and sticking exclusively to free traffic, you should definitely check out our comprehensive comparison of the two types!
Types of Google Ads and How to Use Them
If you think Google Ads is limited to what you see in search results, think again. Search ads are just a small part, albeit an important one. The majority of ads consist of other formats, from in-app ads to display network ads. But let’s take it step by step.
Search Ads
Let’s start with the crown jewel of Google Ads—search ads. You’ve all seen them, you’ve all been annoyed by them, but they work perfectly. For those unaware, we’re talking about the native ad format that disguises ads as search results, appearing even above the first relevant site the user is looking for.
Even though these ads are marked as “Ad” or “Sponsored,” not everyone notices them right away. This is especially true for the average internet user who only uses Google when absolutely necessary, rather than for random searches like whether the sound “Щ” exists in English.
The key point to note: Google displays such ads only when they are highly relevant to the user’s query. So, if you’re planning to advertise a product or service unlikely to be searched for, don’t expect great results from this type of ad.
Dynamic Search Ads
Dynamic search ads differ in that they automatically adjust the ad text to match the user’s query. As a result:
You lose some control over the process, as the system manages your campaign autonomously by evaluating the content of the site you’re linking to;
You potentially gain a higher CTR, as the system shows the lead exactly what they’re looking for.
Dynamic ads are really cool. However, their relevance comes into question when it comes to affiliate marketing. If you’re driving traffic to a landing page, there’s little for the system to index, resulting in generic ads you could create yourself at a lower cost.
But if you’re driving traffic to a large website, dynamic ads can be an excellent choice.
Shopping Ads
When a person searches for a specific product, Google creates a storefront that appears right above all search results. This storefront displays offers from various stores, and getting listed there for a fee is not an issue.
This type of ad uses a dedicated tool—Google Merchant Center. Your products will also appear not only on the main page’s storefront but also on the “Shopping” tab.
Google UAC
A critical and relatively new type of advertising is Google UAC tools, which we’ve covered in detail in a separate review. In short, it’s a kind of network specifically designed to promote mobile apps. So, if you work with gray niches and plan to drive traffic through apps, this ad format is perfect for you.
Advertising in Google Services: YouTube, Gmail, Google Play (In-App)
A significant portion of formats involves promoting products within Google services. While Gmail is relatively straightforward, YouTube ads are among the most effective formats Google offers. These ads are tailored to both the lead’s search history and the video content’s topic.
Considering all these components, the system selects the most relevant ads. If you want to manage targeting manually, you can use YouTube Analytics, designed specifically for buyers.
The in-app ad format in Google Play apps is another crucial advertising tool, suitable for use similarly to Google UAC. Specifically, when driving traffic to apps. However, you can also promote external links within apps, directing users to any landing page.
Remarketing
Not exactly a format, but more of a tool—remarketing. It works like this: a person sees an ad, clicks on it, but doesn’t convert. Instead of giving up, Google “chases” the user by showing them the same ad again to “seal the deal.”
This tool is better suited for online stores and generally for the E-commerce vertical. But it’s important to know this option exists.
Display Network Advertising
The Display Network (GDN) includes a large number of sites that place Google ad blocks on their pages, displaying contextual ads. Many media giants collaborate with Google in this format. However, lower-quality sites are also allowed, which can negatively affect traffic quality.
Unlike search ads, GDN ads are accompanied by creatives—specifically banners. These can play a decisive role in specific niches.
The ad context is shaped by both the lead’s search queries and the content of the page where the ad is displayed. The focus remains on a native feel.
Conclusion
Google offers a wide range of ad formats. Some of them, as we’ve highlighted, may not be very suitable for affiliates. However, it’s worth knowing about them for general understanding. After all, affiliate marketing is a dynamic niche that constantly evolves. Formats we don’t use today might deliver amazing results in just a few months.
We also remind you that the place to instantly learn about the next big format is our Telegram community. We warmly invite you to join the discussion on affiliate marketing and everything related to it!
Best regards, Your Geek!
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