Creating an Ad


There was a time when the only type of ad you could place in Google was a text ad. That is no longer true; now, you can place full multimedia presentations within the Google network, or you can choose to stick with the tried-and-true text ad. In a wireless world, your ad also can appear on mobile devices and cell phones. Here are the types of ads you can create:

  • Text

  • Image

  • Mobile text

  • Local business

  • Video

Most of the parameters for creating ads are the same. You definitely need a destination URL for any type of ad so that, after viewing your ad, the user can click it and purchase or experience your site’s offering.

Creating a text ad

The steps for creating a text ad are the same as the steps you took when first setting up your account. To create the text ad, type the following information:

  • Headline

  • Description line 1

  • Description line 2

  • Display URL

  • Destination URL

Click Save Ad when you finish creating your ad.

Creating an image ad

Image ads are exactly what they sound like: graphic images rather than boring old text. The advantage of graphic image ads is that they are eye-catching. The disadvantage is that you can say so much more in a text ad. You need to decide how best to attract people to your ad: content or pizzazz. Your image ads can be formatted in the styles listed in Table 34.2.

Table 34.2: Image Ad Styles
Open table as spreadsheet

Shape

Style

468 × 60

Banner

728 × 90

Leaderboard

200 × 200

Small Square

250 × 250

Square

300 × 250

Inline

336 × 280

Large Rectangle

120 × 600

Skyscraper

160 × 600

Wide Skyscraper

The image you select for your ad can be a maximum of 50KB in size. Display ads must be in one of these file types: JPEG, GIF, PNG, or SWF.

Tip 

Make sure to use a good-quality graphics editor to create your image. Poor-quality images do not attract people to your Web site.

Browse your computer to find the image you want to upload for your ad. Type a name for the image. This should be a descriptive name that makes viewing its performance in reports simple. Like text ads, the display ads also have a display URL and an actual destination URL. Type these two URLs. Google also asks for your permission (by clicking the check box) to adjust any of your image ads to an appropriate size. Click Save Ad when you finish creating your ad.

Creating a mobile text ad

If you want your ads to appear on cell phones and other mobile devices when someone does a search that matches your selected keywords, create a mobile text ad. It’s similar to creating normal text ads, except that due to size constraints you are limited to only 18 characters in the headline and a single description line, also only 18 characters long.

You can choose how people respond to your ad. You can link them to your business via your phone number, making it simple to call you rather than read about you on the Web. This is great for services such as towing where you want them to call you immediately. You can link your ad to a mobile Web page (a Web page designed for viewing on a small display) or both of these options.

When linking to a mobile Web page, type the display URL, the one they see, and an actual destination URL. You are limited to only 20 characters for the display URL and 200 characters for a destination URL. Remember that your destination URL must point to a Web page designed to appear on mobile devices and designed using a mobile protocol. Specify the mobile protocol used to create your mobile Web page from this list: WML, XHTML, CHTML, and PDA-compliant.

Finally, you can specify which mobile carriers display your ad. Your choices are: All carriers and select specific carriers from the list. You may want to select specific carriers if you are selling mobile goods and services designed for specific carriers. Click Save Ad to complete your mobile ad creation.

Creating a local business ad

Local business ads are listed in Google Maps business listings for a particular area. They appear on the map with a distinctive location marker. You must first be listed in the Google Maps business listings. To add your business to the local listings, point your Web browser to www.google.com/local/add.

Your local business listing can include your location, your phone number and contact person, a description of your business, your hours of operation, and payment methods. Adding your local business listing is free. You should consider adding your listing even if you are not going to run a local business ad.

To create a local business ad, you only need to type your business name and its location. Google looks in its local business listings to find your entry. Make sure you correctly type your full address or Google Maps does not correctly display your ad.

Creating a video ad

When a video ad first appears on a Web page, it appears as a static image until someone clicks it. Then your video begins playing. You must supply both the initial static image and the video. Your video ad should conform to one of the styles listed in Table 34.3.

Table 34.3: Video Ad Styles
Open table as spreadsheet

Shape

Style

300 × 225

Inline Rectangle

336 × 252

Large Rectangle

200 × 175

Small Square

250 × 225

Square

Select the static image you want to appear initially from your computer. You can use the Browse button to locate it on your computer. Then select a video you want to use in your video ad.

Type the display and destination URLs in the text boxes provided. The display URL can be 35 characters long and the destination URL 1,024 characters. Finally, create a name for your ad. This is how the ad will appear in your reports. Click Save Ad when you finish creating your video ad.



Google Power Tools Bible
Google Power Tools Bible
ISBN: 0470097124
EAN: 2147483647
Year: 2004
Pages: 353

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