Types of Paid Ad Formats - Computer and Smart Phone icons with Paid Ad Formats On Them


Types of Paid Ad Formats – What You Should know About Paid Adverting


Online advertising will continue to be one of the fastest growing areas of Marketing along with video marketing and content management for websites. This is because users are increasingly replacing traditional entertainment and information media with inquiries, product reviews and purchases through social networks and the Internet.


Here is a compilation with more than 20 types of paid advertising so you can compare what type of campaign and ad format best suits your budget and achieve your advertising goals.


15 Types of paid advertising and ad formats


Google Adwords Search Network Advertising

Visibility: in the Google search engine

Format: text ads


The Google Adwords search network is the most used by advertisers whose main objective is to get clicks (traffic) and conversions through their ads because you reach users who are looking for your products.


Depending on how good you are choosing keywords and depending on how relevant your ads are in relation to those keywords, you will have more or less success.


The star format in this type of campaign is the text ad that consists of a 25 character title, a visible URL to show your domain, and two descriptive lines of 35 characters each. In addition, you can add ad extensions to make it bigger and with more information.


Advertising on the Google Ads display network

Visibility: on Google websites and partners

Format: image, text, video and rich media ads



The Google display network is ideal for new brands whose main objective is the visibility of their ads and that have a well-defined target audience (age, gender, interests, etc.). Apart from notoriety and branding, you can also get profitability and conversions, but you should keep in mind that, according to Hubspot in this article on click through rates:



On the display the ads are of image (banners) and you have the option to show them in millions of publishers (websites) associated with the display inventory.


The good thing is that, if you have little budget to hire a designer, display campaigns incorporate an ad editor and an ad gallery with predefined templates and styles that you can customize to create banners of various sizes and formats: image in html5 , interactive lightboxes or videos.


 Advertising with shopping campaigns


Visibility: in the Google search engine

Format: product listing ads (image + text)


Shopping campaigns share space in the Google search engine with search campaigns. They are a good option for large ecommerce and off / online product stores as it combines branding and conversion goals.


To be able to start up Shopping campaigns you have to follow these steps:


  • Sign up for Google Merchant Center
  • Link Merchant with your Adwords account
  • Create a data feed that includes the description and attributes of the products.
  • Set up the campaign and ad groups


Product listing ads are characteristic for including a product image, a description of 70 characters or less, price (mandatory) and a visible URL with your domain.


 Advertising and video campaigns

Visibility: mainly Youtube

Format: trueview video ads


The best branding campaigns are those that include video ads. It is the most direct, intense and enveloping format of the moment, as some referents of the likes of Mark Zuckerberg point out. In addition, with the videos you will, on average, attract twice as many users as with an image or text.


Google Adwords video campaigns work primarily with CPC (cost per click) and CPV (cost per view) bids. They are cheap and easy to set up, especially when you have an active YouTube channel and you have resources to create and edit your videos.


Two formats are mostly used: the trueview in-display ad, which appears to the right of the video as a playback suggestion and the trueview in-stream ads that are activated before watching a video.


You also have the option of targeting video ads on websites and activating these types of campaigns on Twitter and Facebook Ads. For YouTube I recommend that you read the final Guide with strategies and tips for YouTube channels and the Tips to optimize your YouTube channel.

Mobile advertising

Visibility: mobile devices and tablets

Format: image, text or video ads


Who does not have a smartphone or Iphone today? Obviously, but also, who does not live hooked, to a greater or lesser extent, on his mobile? Everybody! That is why mobile-oriented advertising is increasingly relevant. It is undoubtedly the best way to reach users wherever they are.


In Google Adwords display campaigns, you can target ads in mobile applications or even sponsor your own application on Google Play with the new “Universal Application Campaigns.”


If you want to target your mobile advertising, you should keep in mind that the user’s behavior is different from that of a computer. Choose a responsive web template and adapt the design and contents of your landing page to the maximum. Bet on direct and short messages, neutral colors and buttons with clear and proportionate calls to action.


Advertising by reservation on YouTube

Visibility: YouTube homepage

Format: masthead ads

They are special campaigns that work by reservation instead of the traditional auction and that consists of hiring for a day (24h) a banner called “Masthead” of 970 x 250 pixels that is shown on the YouTube homepage.


They are campaigns that require more budget, compared to others, and can be paid for impressions or for a CPD cost per fixed day, which can vary according to the final format, the supplements and the country for which it is requested between € 10,000 / day at € 60,000 / day approx.


All the previous sections are part of Google Adwords. If you are interested you can also get the official Google certifications. Here you have some tips to pass the exams. I also teach a course in Classroom CM that can be useful if you want to get certified.


Visibility: websites, Facebook and Twitter

Format: image or video ads


It is the # 1 online segmentation technique for good performance and high% return on investment (ROI) that involves small and large advertisers. With remarketing you can show the ad only to people who have previously visited your website and can differentiate between: those who have left without buying and those who have bought.


Be careful because misused remarketing can become aggressive and you can think of your brand things like: “how heavy, all day chasing me!” With a good configuration and creating specific remarketing lists it doesn’t have to be negative, but everything On the contrary, useful for the user and very profitable for your pocket.


It is necessary to insert a <html /> tag on your website that memorizes visitors’ cookies and links that information to your remarketing lists.


Apart from standard remarketing, in Google Adwords you can configure a more advanced remarketing called dynamic remarketing. Share the concept of normal, but it differs in the format of the ad, which is now dynamic, and in that it is necessary to create and corresponding upload of a data feed to your Adwords account.


The data feed or product feed for dynamic ads is similar to Shopping campaigns, except for the fact that you don’t have to sign up for Google Merchant Center and you can create it directly from the Shared Library of your account . Depending on your sector and to incorporate more information into the ad, you must add some special attributes with code <html> in the standard remarketing tag.


Advertising with Facebook Ads

Visibility: main and / or lateral news feed

Format: image or video ads

Facebook is still another of the great options when investing in advertising and stands out from other platforms for offering the advertiser segmentation filters that allow you to reach people with specific personal characteristics such as: age, studies, sentimental situation, job position, specific behaviors and interests. If you are clear about how your target audience is, you can get great results.


Designing a good advertising strategy in Facebook Ads is the key to later obtain results. Currently, there are 10 types of campaigns each focused on one goal. The most commonly used are: “promote your publication”, “attract people to your website”, “increase conversions” and “increase video views”.


If you already have good content on your Fan Page, I advise you to create a calendar to invest in specific days of each month and promote your best publications. You will be able to increase the virality of the post and reactivate your fans.


You could also activate remarketing on Facebook to reach users who visit your website but are not yet your fans, that guarantees you to reach more receptive people who somehow already know you. And try some video playback campaign. It is proven that they get more interaction and impact than any other type of format.


Direct Contract Advertising

Visibility: websites

Format: image and video ads

It is one of the oldest advertising methods and I like to plan it in 3 steps: research, negotiation and contract. It consists neither more nor less, than finding the most visited websites in your sector and contacting the department in charge of advertising (research), comparing prices and available formats (negotiation) and reaching an economic agreement of so much money for so many clicks or leads achieved (contract).


Rate the volume of traffic on the page where the ad appears, using, for example, Similarweb as a tool to compare with each other. Also ask about the available space: top, side or footer and the size of the banner. On the other hand, select websites where your ad is in a context relevant to what you offer. Take care of these aspects to get good results.


Affiliate Advertising and Marketing

Visibility: Youtube

Format: trueview video ads

In advertising through affiliate platforms or affiliate marketing, 3 roles come into play: the advertiser, the webmaster and the intermediary that puts them in touch. The affiliation platform represents the third role, and helps brands and people who have websites, to reach an economic agreement to show the ads. Of course, as you can imagine, the platform takes a percentage of the profits.


You may be interested in this option if you are looking for a quick solution and want to see at a glance the market of supply and demand and offer a commission in exchange for showing your ads. I recommend: Zanox, Commission Junction, Amazon Associates or the renewed Rakuten Affiliate.


Collaborative Blog Advertising

Visibility: relevant blogs

Format: mentions, links, videos and texts

This modality is relatively new and many brands are still unaware of its advantages. If you want to do collaborative advertising, detect who are the referents and bloggers of your sector, to pay them in exchange for writing a post talking about a product or service you offer.


It does not have to be always with money, sometimes you can reach an agreement of another type, special discount, batch of products, try the service for free, etc., when you are interested in both.


Do not focus only on blogs, also look for Youtubers collaborators with their own channel to sponsor in a video a mention or talk about your product. The costs may be minimal with the impact you may have.


Twitter advertising

Visibility: user news feed

Format: tweets and twitter cards


Twitter continues to increase the number of companies that already know and have their own advertising campaigns active. Compared to Facebook, we could say that it has just broken the shell, but points out unique ways and segmentation filters such as:


  • Segment by users: to reach the followers or followers of your competition
  • Segment on television: to reach people who follow, write tweets and retweet content related to current television series and programs.


Curious right?


To make the ads stand out from the rest of the tweets, create several Twitter Cards by combining different images, texts, calls to action and colors to add several to the same campaign and then compare which one worked best for you.


After choosing one of the objectives, set a maximum daily budget, the total budget and if you want a specific amount per click with a manual CPC bid. Twitter can be very profitable and get a boost of visibility for less than € 50. Study the results after each campaign to see if you should replicate it or keep it in time.


Instagram advertising

Visibility: Instagram news feed

Format: image ad



Since October 2015 we can also do campaigns on Instagram. Facebook has incorporated this service from its ad manager and its famous Power Editor, so that the management of these campaigns will be linked to your Facebook account.


If you have resources to promote your products through quality images, you want to increase your visibility and consider that in Instragram you can reach your target community-audience, it can be a great alternative.


The costs per click to the website are very cheap! Between 0.01-0.02 and competition with other brands is infinitely smaller than on Facebook or Google Display. Take advantage now that is the novelty because this will not last forever 


In this guide to create ads on Instagram you will find all the steps to link your account and create effective ads.


Linkedin Ads Advertising

Visibility: news feed and Linkedin sidebar

Format: text and image ads

Linkedin ads are, at the moment, the most expensive compared to other platforms such as Twitter or Facebook but if you are clear that your target audience is on this network, it may be good to try with a small budget and see if it works for you.


Linkedin ads can be customized by incorporating your own images and sales arguments. You can also choose to promote the best content, articles and tips that you have published on your company page.


Regardless of whether the minimum CPC is around € 2 per click, your campaigns can be very profitable. I advise you if you go to other companies and not the end customer and if your company is dedicated to the training, employment or sale of items with high purchasing power, such as cars, luxury travel, insurance, logistics, business , etc.


Free advertising portals

Visibility: directories

Format: text and image ads

There are platforms where you can place your ad for free, did you know? They may not generate as much traffic and sales as Google Adwords, YouTube or Facebook but it can be an alternative advertising channel if you have zero or little budget. It is also a way to publicize your products and services.


The most used classified ads websites are Craigslist, Backpage, and Locanto, but there are many more classified in this list depending on whether you want the web to be responsive, exchange banners, with the possibility of video formatting, etc.

Latest tips for your online advertising


In case you still have doubts that advertising can be a great ally along with your social media strategy, I summarize in 3 points its advantages and going to optimize your campaigns well, you can take advantage of:


  • Low cost or affordable prices because you choose the platform you choose, you can get real results and profitability for much less money than if you advertised on TV, radio, press, magazines and online spaces. You set the maximum to spend.#Tip: invest little by little until you have more experience and adjust the budget of each campaign, thinking about achievable goals.
  • Mix of immediacy, control and multimedia because on average you will not have to wait more than 24 hours for your campaign to be active, because you can stop them, pause them or program them as much as you want and because all the platforms are adapted with visual formats: graphic and video according to the tendency. That translates into maximum flexibility.


#Tip: campaigns created for specific dates, with start and end, concentrate the budget in less time, so they are usually more effective.


Current and specific segmentation filters. The options when it comes to segmenting campaigns change as the use we make of the internet and social networks evolves. With online advertising you will always be up to date to reach a specific target audience using filters such as: location, age, gender, language, browsing and buying interests, behaviors or even personal characteristics.


#Tip: study your target audience from Google Analytics and Facebook statistics to make segmentation a success.


I hope you found the summary interesting and encourage you to try some of the advertising options to enhance your brand. Don’t forget to optimize and review your campaign reports daily. Also to continue training and investigate everything possible to be a better advertiser. 


A Guide for Advertising on Social Networks

A Guide for Advertising on Social Networks


A guide for advertising on social networks


If you are thinking of making the big leap towards social media advertising, the numbers are on your side. Social media advertising is an amazing way to reach hundreds of thousands of people, and with a click through rate (CTR) of between .70% to 1.61%, smart brands and affiliate marketers are enjoying the ride straight to the bank! This Guide for Advertising on Social Networks will tell you more about each of the most popular social media ad networks, and go over the benefits of advertising on each network…


Hang tight for just a second and we will get you up to speed!


A Guide for Advertising on Social Networks - People Standing Against the Wall Staring At their Phones


A Guide for Advertising on Social Networks


According to Zenith Media estimates, the social media advertising investment will exceed that of the press for 2019 and it is estimated to reach US $ 50,000 millions.


Do you need more reasons to develop an advertising strategy in networks?


When we talk about advertising on social networks we mean essentially those ads paid by the brands and that are shown to carefully selected users. And here you have one of the great advantages of this investment: you can precisely segment who you want to reach, whether by ages, professions, geographic location, hobbies, etc.


And of course, as a result (if your advertising strategy is well planned) you could get conversions and increase customers and sales, in addition to taking advantage of the content generated by your users (CGU) as material for the preparation of your ads.


A Guide for Advertising on Social Networks – The Benefits


ALL of this follows that the metrics you will get from your ads will be quite accurate and in real time: you will know how each ad is received by each audience. Valuable information and without intermediaries.


Another advantage of advertising on social networks is its low cost, especially if you compare it to traditional media advertising such as television or written press. It is the ideal option for small businesses because of its low investment and its wide reach. And the best thing is that it is not limited to a single format, that is, you can use videos, interactive content, photos, etc. in a creative way. The best? Well done they do not have the classic aspect of “advertisement” that moving it to the television language “would change channels” to your potential clients.


It is important that you ask yourself what you want to achieve (objectives) with your social media campaign:


  • Increase your visibility.
  • Bring traffic to your website.
  • Increase engagement.
  • Raise lead generation.
  • Have more sales.



And where do you want to achieve these goals? Also understand how the audience works and moves on each of these platforms. Facebook and its variety of formats is ideal for B2C (Business To Consumer or Business to Consumer) campaigns and allows you a deep understanding of your audience in addition to reaching potential customers; while Instagram and its ads are great for B2C conversions, increase sales and brand presence; while Twitter makes it easier for brands to get new followers and get clicks on your website.


Also ask yourself if the demography of the platform you choose will serve your brand, or how your competition is doing in this same channel or if your audience has a strong engagement with the chosen channel.


Take advantage of free publications to evaluate your paid ads. Examine which posts had the most clicks, likes, shares or comments. Those who have more interaction are possible candidates to be paid ads.


A Guide for Advertising on Social Networks - Facebook Ads on Scrabble Pieces




Among the great advantages of this network that adds 2,000 million users is its high segmentation power and have highly differentiated audiences within the same audience. You can choose who to show (and to whom, not) your ads. And it is that Facebook facilitates you to exclude those people who already know you as well as their contacts.

You can segment up to 9 demographic categories (ranging from personal relationships to education), 9 interests (such as exercise and lifestyle or shopping and fashion) and behaviors. And continue spinning fine with segmentation and choose to show your ads to users who connect with WiFi or using their own credit.


Among the ad formats on Facebook we have:


  • Carousel ads: Or sequence of up to 10 images and a link for each.
  • Ads with videos: Upload videos directly from Facebook and not from YouTube. It is proven that the former perform better. The text must include a call to action of the type “Take advantage of the offer”, “Buy today”, etc.
  • Ads with photos: Take advantage of creating attractive text that complements the image. It also includes a call to action.
  • Video presentation ads: Ideal if you don’t have much budget, it allows you to make a small presentation using several images.
  • Collection ads: Ideal for Smartphone because opening an image takes you to a page that allows you to buy while still being on Facebook.
  • Canvas ads: covers the entire screen and includes photos and video.


And the costs? There is no fixed system, you can pay for every time you get a new follower, a conversion or someone clicks on your ad. It also depends on where the user connects from, whether from a mobile phone or device or a desktop computer.


As we have already mentioned in previous articles it is important that you design a strategy. This should be clear to the audience you are going to and what you want to achieve (conversions, purchases, traffic). You can launch similar advertising campaigns with details that differentiate them and test which one works best. So you can invest in the one that gives you better results. And broken, the ideal is to change ads at least every week. We share a step by step how to make your campaign on Facebook.


A Guide for Advertising on Social Networks - Instagram on a Smart Phone




Among the advantages of Instagram is its high engagement: 58% more than Facebook and up to 2000% more than Twitter. Here that phrase “everything enters through the eyes” is law and if you are thinking about advertising on this network you should opt for images (never from stock, please!) And shocking videos that, after clicking, take you directly to the purchase of the product without intermediaries.


In addition to the images you will also have to work (and a lot) the hashtags or tags that are an important part of the Instagram community.

Also consider that you are facing a network that is consumed exclusively by phones or mobile devices. And keep in mind that you must create your campaign from Facebook and the Power Editor that, among its advantages, allows you to define your objectives (promote your page, increase the facilities of your application, get people to request your offer, etc.), so how to choose precisely the audience (among its more than 700 million users) that you want to reach and segment it from basic aspects such as age, sex or geographic location to more complex ones related to their interests, hobbies or behaviors.


You can choose between different types of ad formats:


  • Single image: Shows a single image and includes a button to request more information or download some material.
  • Carousel: You can use 5 images that are scrolling.
    Video: It can’t last more than a minute. You will keep the accounting of the times it has been seen.
    Image reproduction: It is a combination of the single image ad and the carousel ad.
    Stories: You can use a video or image and a call to action. If you want to “see more” you have to swipe the screen up.


Like all other platforms, advertising on Instagram is quite cheap. The average cost per click can cost you $ 0.72.

And although Instagram is essentially visual, don’t neglect the text that accompanies the image. Be direct, brief and write calls to action in your copies, watermarks and, of course, if you can include your logo. And it varies, be creative: don’t repeat the same ad. Create several and rotate them until you find that style and message that best connects with your audience.


Remember that the style you choose to apply in your ads should be in harmony with the spirit of your brand and with the rest of the images that make up your Instagram profile, both in colors, type of images, filters, frames, etc.


A Guide for Advertising on Social Networks - A Round and Silver Twitter Icon




With more than 300 million active users, Twitter has established itself as the great means of communication of these times and where we find out what, when and where it is happening in the world.


When designing your advertising campaign on Twitter, you must consider what goals you intend to achieve:


  • Generate conversations about your brand or business.
  • Consolidate your brand.
  • Increase followers.
  • Get more people to reach your website.
  • That more people download and install your apps.

Among the options of ads that Twitter offers you we have:


  • Promoted accounts: Twitter will suggest following your account under the “promoted” sign. And you will only pay when you get a new follower by promotion. Advantage? The more followers, more traffic to your website or more leads.
  • Promoted Tweets: Increase the reach and consolidate our branding.
  • Promoted trends: You pay for your hashtag to be trending topic in your country.


Whichever option you choose you should not lose sight of the audience (better if it is for interests) that you are looking to reach. You can rely on geographic location, sex, language, but also by trends in consumption (series or movies they watch), keywords or people or accounts they follow.


Create ads that are attractive with striking images and, above all, related to the niche in which you move. And it always includes a call to action that directs towards the page of the promoted product.


And as with Facebook, the video is getting more and more welcome. You can try using First View video, as long as it is a few seconds. This format improves brand and message recall.


And how much to invest? It depends. There are promotions of tweets and accounts ranging from US $ 0.25 and others that can cost you about US $ 10 a day if it is interactive material such as videos or apps.


A Guide for Advertising on Social Networks – Final Thoughts

Do not settle for a warnings. Monitor which ads work best and in which networks. What words or images do you think are best reaching your audience? Have you tried variations of it? The answer is the same? As you know, Sprout gives you the tools for this and many other follow-up tasks.

And do not forget to always verify that each of your notices leads to your website. Otherwise your advertising efforts will have been almost in vain. You will see that you will learn from experience and what actions have been effective and which have not. Over time, it will be easier for you to create and design your network advertising campaigns.



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