AdWords Retail Industry Newsletter

 Winter 2007

Visual variations


This holiday season, stand out from the crowd by creating ads in several different formats. When you advertise on Google's content network, you can target your audience effectively on a variety of sites and also customize your ads by using the formats that will best deliver your message.

Whether your advertising focus is on making your brand a household name or driving conversions, running several types of ads on many of Google's network partners can help you reach the right customers at the right time. In fact, according to a recent study, U.S. consumers were more likely to convert after viewing ads on multiple websites 10.

In addition to the traditional text ads, you might want to try using image, Flash, or video ads. To help you get started, here are some tips on how to create effective ads in these formats.

Image and Flash ads

Image and Flash ads are a quick and easy way to grab your potential customers' attention. If you're launching new products or offering seasonal savings, try using image ads to get your message across in a new way.

Quick tips:

  • Keep it simple: Focus on one key message in each ad so your audience won't be overwhelmed.
  • Give direction: Include a clear call-to-action so shoppers know what to do after seeing your ad.
  • Include your brand: Highlight your brand or company name in every frame.
  • Guide your audience: Link your ad to the most relevant landing page so shoppers are taken exactly where they need to go.

Video ads

Using the power of sight, sound, and motion, your video ads can help you engage and interact with potential customers on Google's content network. According to recent research, 80 percent of online video viewers have watched a video ad. Over half of those individuals have taken action after seeing the ad and nearly one-third have checked out the website 11.

Quick tips:

  • Create a strong opening: Give your image an appealing, non-commercial feel to make viewers curious.
  • Keep it short and sweet: 15 seconds is the ideal length for a video ad.
  • Engage and entertain: Make sure your video is fun as well as informational and deliver key messages early on.
  • Be loud and clear: Make sure your ad is audible.

For more information, examples, and ad specifications, visit this section of the Google content network site.

[10] Atlas Institute, June 5, 2007.
[11] eMarketer, June 13, 2007.

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