Available Ad Formats
Google Ads are available in a variety of formats. They include:
Text Ads
Include a website title and description, as well as extensions to get clicks
Responsive-Display Ads
Selected by Google based on what visitors have already viewed on a website; can be text or images
Image Ads
Can be responsive or static
App Promotional Ads
Aimed at driving app downloads
Video Ads
Either stand-alone or within other streaming video content
Product Shopping Ads
Show product and price details and appear under Google’s Images and Shopping sections
Call-Only Ads
Let users call a business by clicking on a phone number within the ad and track calls through Google

Available Google Ad Placements
Because there are many websites within the Google search network, there are many places where ads can place your ads. These include:
Google Search Sites
The vast network of all Google sites and search engines, including Google My Business, Google Maps, and more
Google Search Partners
Third parties, like Amazon and The New York Times, or even other search engines that allow Google Ads
Display Network
Third-party sites you can choose to display ads on Google’s display network directly or by subject relevance. This helps you to get in front of a more relevant audience, retarget customers, and optimize your campaign

You should track the performance of your campaign through metrics the Google Ads platform provides.
Impressions
Number of times an ad appears on a SERP
Cost
Amount of money an advertiser is spending on a campaign
Clicks
Number of times someone clicks on an ad
Average CPC
Total cost divided by the number of clicks
Conversions
When a user clicks an ad and performs a specific action
Cost Per Conversion
Total cost divided by the number of conversions
Clickthrough Rate (CTR)
Total number of clicks divided by the total number of impressions
Quality Score
How well keywords perform compared to the ads and landing page associated with them, and the expected clickthrough rate. The backbone of Google Ads

Ad Extensions
Sitelink – Link customers directly to areas of your website
Callout – Text based links to highlight benefits
Location – Encourages people to visit a brick and mortar business
Call – Allows people to call directly from your ad
Price – Shows the price of products or services
Promotion Extensions – Highlight promotions on your site.

Text Ad Character Limits
Headline 1: 30
Headline 2: 30
Headline 3: 30
Description 1: 90
Description 2: 90
Path 1: 15
Path 2: 15