Choose an ad format

The text ads that appear alongside Google search results are just one type of ad format you can create with AdWords. You can also promote your products and services with video ads, image ads, WAP mobile ads, app or digital content ads, and more.

Each ad format has its own benefits, whether it's the ease and affordability of running a text ad, or the colorful storytelling that comes with video. You can run multiple kinds of ads from the same AdWords account and, in some cases, from the same campaign.

Ad formats available in an AdWords account

Format

Description

Main benefits

Text

Words only. *

Text Ad

Maintain ads quickly and easily. Reach customers when they search on Google.
Ad extensions Extends your ads with more information, such as additional links to your website, store address, or phone number.

Provide additional details and contact information that can make your ads more relevant to customers. You can opt to extend your ad for mobile devices differently than how you extend your ad for tablets and computers.
Image Static or interactive graphics. Animated ads in .gif and Flash format can be used.

Image ad

Showcase your product or service in a visual way. Reach customers on websites that partner with Google.
WAP mobile Create text or image ads for WAP mobile devices.

Note: Wireless Application Protocol (WAP) is a standard for accessing information over a wireless network for mobile devices.

Mobile ad

Connect with customers on-the-go, targeting your ads based on their location.
App promotion ads Drive app downloads with app promotion ads. Send your customers straight to an online app store, such as Google Play Market or the Apple App Store. Note: Ads will appear only on devices compatible with your content.
Video Video ads that show online. Run standalone video ads or insert them in streaming video content.

Video ad

Deliver a rich and engaging experience to customers. Reach customers on websites that partner with Google.
Product Listing Ads Text ads that contain product features and pricing information. Goes to a product purchase page on your website.

 

Product listing ad

Encourage your customers to learn about the products that you sell before they click to your website.

* Text ads might look different on the Display Network.

Campaign types and ad formats

The ad formats available to you depend on your campaign type (Search Network only, Display Network only, Search Network with Display Select, Search & Display Networks) and campaign sub-type (for example, Standard or All features). Learn more about the different campaign types available.

Here you can see which ad formats are available with each campaign type.

Campaign type

Text ad

Image ad

App/digital content ad

WAP mobile ad

Product Listing Ad

Dynamic Search Ad

Video ad

Search Network with Display Select - Standard Available Not available Not available Not available Not available Not available Not available
Search Network with Display Select - All features Available Available Available Available Available Available Not available
Search and Display Networks* - Standard Available Not available Not available Not available Not available Not available Not available
Search and Display Networks* - All features Available Available Available Available Available Available Not available
Search Network only - Standard Available Not available Not available Not available Not available Not available Not available
Search Network only - All features Available Not available Available Available Available Available Not available
Search Network only - Dynamic search ads Not available Not available Not available Not available Not available Available Not available
Display Network only - All features Available Available Not available Available Not available Not available Available
Display Network only - Mobile apps Available Available Not available Not available Not available Not available Available
Display Network only - Remarketing Available Available Not available Not available Not available Not available Available

* The “Search and Display Networks” campaign type is not available for new campaigns. If you would like to advertise on both the Search and Display Networks, choose the “Search Network with Display Select” campaign type.

Keep in mind

If you select “Search Network with Display Select - All features” or any of the “Display Network only” campaign types, you’ll have access to the Ad gallery, an ad-creation tool. However, the actual ad formats available to you in the Ad gallery depend on the specific campaign type you select. Learn more about the Ad gallery.

 

Steps to choose an ad format

  1. Select the campaign and ad group in which you want to create your new ad.
  2. Click the Ads tab.
  3. Click the + Ad dropdown button.
  4. Choose the format of the ad you'd like to create and complete the instructions specific to that ad format.
  5. Click Save ad.

After you've saved your ad, you should see your new ad listed in the Ads tab. However, ads may not run until they're reviewed or approved, which can take seconds or days depending on the format.