There are a ton of great online advertising formats available to you.
From Search to Display, Social and Video, there’s something for every campaign objective.
To help you get a big picture view of your options and choose what’s best for you, we’ve rounded up 33 popular ad formats available across Google, Facebook & Instagram, YouTube, Twitter and LinkedIn.
You’ll find examples of each ad type and links to further info.
Let’s get to it!
Shortcuts:
- Google Ad Examples – Text Ads, Image Ads, Shopping Ads, Outstream Video Ads, App Promotion Ads
- Facebook & Instagram Ad Examples – Video Ads, Image Ads, Collection Ads, Carousel Ads, Slideshow Ads, Instant Experience, Lead Generation Ads, Offer Ads, Post Engagement, Event Responses, Page Likes
- YouTube Ad Examples – Display Ads, Skippable Video Ads, Overlay Ads, Non-Skippable Video Ads, Bumper Ads, Sponsored Cards
- LinkedIn Ad Examples – Sponsored Content, Sponsored Inmail, Video Ads, Text Ads, Dynamic Ads, Carousel Ads, Display Ads, Elevate
- Twitter Ad Examples – Promoted Tweets, Promoted Accounts, Promoted Trends
Google Text Ads
Reference links:
- Text Ad anatomy
- Types of text ads (Responsive Text Ads, Expanded Text Ads, Dynamic Text Ads, Native Text Ads)
Features and benefits:
- Google Text Ads can appear in search results and across websites serving ads by Google, which range from mainstream media sites to gmail, niche blogs and forums.
- Because this ad format uses text only, it’s faster to create, adjust and maintain than other ad types involving image or video.
- Google Text Ads can use a variety of additional features such as countdown timers, keyword insertion, ad customisers such as location and price, IF functions, and ad extensions to show location, call-outs, phone information, text message information, structured snippets, price information and app information.
Google Image Ads
- Display Ad anatomy
- Types of Display Ads (Responsive Display Ads, Uploaded Display Ads, Lightbox Ads)
- Common sizes for Display Ads
Features and benefits:
- Google Image Ads are designed to showcase your product or service in a visual way. Ads can be static or interactive graphics.
- Google Image Ads can appear across the Google Display Network, which includes millions of sites.
Google Shopping Ads
Reference links:
- Shopping Ad Anatomy
- Types of Shopping Ads (Product Shopping Ads, Showcase Shopping Ads, Local Catalogue Ads)
Features and benefits:
- Google Shopping ads allow you to show an ad featuring your product to people shopping online for that product or related products.
- The Shopping Ad format features an image, title, price and your shop or business name inside your ads, and is powered by a feed containing the products you sell.
- Google Shopping Ads can include enhancements such as special offers, product ratings and the Google Certified Shop badge
Google Outstream Video Ads
Reference links:
Features and benefits:
- Google Outstream Video Ads expand your ad reach across the web while giving users the ability to choose how they interact with the ad. They are mobile-only (phones and tablet devices) video ads that play on partner websites and within apps.
- Outstream Video Ads begin playing with the sound off. Users tap the ad to unmute. Advertisers are only charged when more than half of the ad screen space is shown for two seconds or more. The format is designed to increase your video reach at an efficient cost.
- Available Outstream Ad formats include: skippable in-stream ads, non-skippable in-stream ads, video discovery ads, Outstream ads and bumper ads.
- With outstream ads, you pay per one thousand viewable impressions of your video ad (vCPM). An ad counts as “viewable” when 50% of the ad screen space is visible for two seconds or more.
- Outstream ads are best for building brand awareness and reach.
App Promotion Ads
Reference links:
Features and benefits:
- Google App Promotion Ads enable you to drive app downloads and engagement.
- App Promotion Ads can appear in Google Search results, Google Play, YouTube and across the Google Display Network.
- App Promotion Ads can send your customers to download your app from an app store, or include a deep link directly into your app. Ads will appear only on devices compatible with your content.
Facebook Video Ads
Reference links:
- Video Ad specs
- All types of Video Ads (Short Videos and GIFs, Vertical Videos, Instagram Stories, Carousel, Collection, In-stream Video)
Features and benefits:
- Facebook Video Ads are designed to reflect the way people consume video, from bite-sized videos that can be watched on the go, to longer video styles that for relaxing on the sofa.
- Get inspired with the Creative Hub where you can see examples and mockup ideas.
- Facebook Video Ads can appear in most places across the Facebook ecosystem
Facebook Image Ads
Reference links:
Features and benefits:
- Facebook Image Ads are flexible and fast to launch.
- Options range from simple to interactive experiences.
- Can appear in most places across the Facebook ecosystem.
Facebook Collection Ads
Reference links:
Features and benefits:
- Facebook Collection Ads make it easier for people to discover, browse and purchase products and services from their mobile device in a visual and immersive way.
- Each Collection Ad features a primary video or image with four smaller accompanying images below in a grid-like layout. Customers who tap on your collection ad to browse or learn more will be seamlessly taken to a fast-loading visual post-click experience powered by Instant Experience – all without leaving Facebook or Instagram.
- Collection Ads can appear only in the Facebook Feed and Instagram Feed.
Facebook Carousel Ads
Reference links:
Features and benefits:
- Facebook Carousel Ads allow you to showcase up to 10 images or videos within a single ad, each with its own link.
- You can highlight different products, showcase specific details about one product, service or promotion, or tell a story about your brand that develops across each carousel card.
- Carousel Ads can appear in most places across the Facebook ecosystem
Facebook Slideshow Ads
Reference links:
Features and benefits:
- Facebook Slideshow Ads make a video-sized impact without a video-sized budget, using motion, sound and text to tell your story.
Facebook Instant Experience
Reference links:
Features and benefits:
- Facebook Instant Experience (IX) Ads provide a full-screen, post-click experience.
- In an IX, people can watch engaging videos and photos, swipe through carousels, complete a form, quickly view products and explore lifestyle images with tagged products.
- IX Ads can be used with almost all Facebook ad formats – carousel, single image, video, slideshow and collection.
Facebook Lead Generation Ads
Reference links:
Features and benefits:
- Facebook Lead Generation Ad formats can include image and video options.
- Calls to action launch pre-filled forms populated with the users Facebook information.
- Ads can include features like Custom Questions, Click to Call and Appointment Scheduling
- Leads can be synced directly with your CRM.
Facebook Offer Ads
Reference links:
Features and benefits:
- Facebook Offer Ads enable you to create and extend timely discounts and promotions to the people who you want to reach and encourage to shop.
- People who claim in-store offers receive a barcode or QR code that can be pulled up on their mobile phone at the till.
- People who claim online offers receive a discount code and are sent to your website to shop. They can use the offer code when checking out to redeem the value.
- People who claim offers are notified when the deal is about to expire, so they use it in time.
Facebook Post Engagement
Reference links:
Features and benefits:
- Facebook Page Post Engagement Ads help you share information about your business with your current audience and beyond.
- See how many people liked, shared or commented on your ad to help you understand the kinds of stories and content your audience prefer.
Facebook Event Responses
Reference links:
Features and benefits:
- Event Response Ads enable you to advertise your Facebook Events, whether one-time or recurring.
- Precisely target audiences who may want to come to your event based on things such as age, gender, interests and where they live.
- If you’re an event organiser who uses a third-party ticketing provider, you can use Facebook’s Official Events API to streamline how you create and manage events on Facebook at scale. With this API, your events will automatically get published as an Official Event on Facebook when you create the event with one of the ticketing providers on the platform.
Facebook Page Likes
Reference links:
Features and benefits:
- Page Like Ads can help you quickly grow the awareness and visibility of a Facebook page
- Offers precise targeting to reach people who are likely to be interested in your content or in businesses like yours
- Page Like Ads appear across Desktop and Mobile
YouTube
YouTube Display Ads
Features and benefits:
- YouTube Display Ads appear to the right of the video and above the video suggestions list
- Served only on desktop and laptop computers
YouTube Skippable Video Ads
- Skippable Ads can be inserted before, during, or after your video.
- Ads are up to three minutes in length, but are skippable after five seconds.
YouTube Overlay Ads
- Overlay Ads appear as semi-transparent and occupy the lower 20% portion of the video.
YouTube Non-skippable Video Ads
- Non-skippable ads can appear before, during, or after your video, and can be up to 20 seconds in length.
YouTube Bumper Ads
- Bumper Ads are inserted before your video and can be up to six seconds in length.
- Bumper Ads cannot be skipped, and are best suited to a brief, memorable message.
YouTube Sponsored Cards
- Sponsored cards display content that may be relevant to your video, such as products featured in the video.
- Viewers see a teaser for the card for a few seconds. They can also click the icon in the top right corner of the video to browse the cards.
LinkedIn Sponsored Content
Reference links:
Features and benefits:
- Sponsored Content helps you reach an engaged audience with native ads in a professional news feed across desktop and mobile.
LinkedIn Sponsored InMail
Reference links:
Features and benefits:
- Sponsored InMail allows you to send personalised messages to the people who matter most to your business.
- Sponsored InMail messages are only delivered when members are active on LinkedIn.
- InMail messages are guaranteed to reach your target audience with no risk of bouncing or bad data.
LinkedIn Video Ads
Reference links:
Features and benefits:
- Video ads offer an engaging format that appears on the LinkedIn feed across desktop and mobile.
- Allows you to instantly collect complete, accurate leads with pre-filled forms, or convert prospects on your website.
LinkedIn Text Ads
Reference links:
Features and benefits:
- Text Ads provide an effective way to get your ad in front of the audiences who matter most and drive them to your website or landing pages.
LinkedIn Dynamic Ads
Reference links:
Features and benefits:
- Capture attention with personalised ads featuring each professional’s own LinkedIn profile data, like photo, company name, job title, and more
- Allow you to expand your audience and acquire more followers for your LinkedIn or Showcase Page
LinkedIn Carousel Ads
Reference links:
Features and benefits:
- Carousel Ads feature a swipeable series of cards to tell an interactive story or showcase multiple offerings
LinkedIn Display Ads
Reference links:
Features and benefits:
- Show a display ad across desktop
- Reach the professional audiences who matter most to you
LinkedIn Elevate
Reference links:
Features and benefits:
- Designed to empower employees to share content easier.
- Employee’s get suggestions of trending content by industry and function to help ensure you engage your target audiences
- Employees see content that is relevant to their interests
- Provides an overview into how employees’ sharing drives key business metrics, like traffic to your site, leads to your sales team, and new hires
Twitter Promoted Tweets
Reference links:
Features and benefits:
- Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers
- Promoted Tweets appear in multiple places throughout Twitter (e.g. home timelines, user profiles, search results, etc.)
- Promoted Tweets can be targeted to show only to people within a campaign and not to your existing followers using Promoted-only Tweets
Twitter Promoted Accounts
Reference links:
Features and benefits:
- Promoted Accounts suggest Twitter accounts that people don’t currently follow and may find interesting. They help introduce an even wider variety of accounts/@handles that people may enjoy.
- Promoted Accounts are displayed in in multiple locations across Twitter, including your Home Timeline, Who to Follow section, and search results. Users may see a Promoted Account listed in these areas if a Promoted Account is relevant to them.
Twitter Promoted Trends
Reference links:
Features and benefits:
- Promoted Trends are not available for self serve advertisers.
- Promoted Trends show users time, context, and event-sensitive trends promoted by advertisers. These paid Promoted Trends appear at the top of the Trending Topics list on Twitter and are marked as “Promoted.” They can also show within users’ timelines.
- Users who click on a Promoted Trend see Twitter search results for that topic, with a related Promoted Tweet from the advertiser at the top. Tweets on the search results page for Promoted Trends are unfiltered, open, and authentic.
Now It’s Your Turn
I hope this guide inspired you with what’s available with PPC advertising.
I also hope you found the PPC ad examples you were looking for.
Now I’d like to turn it over to you.
Did I miss anything? Are there any PPC ad examples you want to add?
Or maybe you have a question.
If so, let me know!
Either way, leave a comment below right now.