About ads

Google Ads, Microsoft Advertising, Yahoo! Japan Ads, Yandex, and existing Baidu accounts only

An ad can be displayed on a target web site (for content, or placement-targeted, campaigns); when a user searches for one of the keywords in the ad group (for search campaigns) or for content on your website (dynamic search ads in Google Ads search-only campaigns); or when a user performs a search relevant to one of the items in your Google Merchant Center or Microsoft Merchant Center product feed (shopping ads in Google Ads or product ads in Microsoft Advertising campaigns).

Available ad types

You can create and manage supported ad types for ad groups within a synchronized ad network account:

  • Text ads or expanded text ads for an ad group in a campaign that targets the search network. Text ads may include optional tracking parameters that override the ad group- or campaign-level parameters. Depending on the ad network, you may be able to create either expanded/extended text ads or standard text ads.

  • Cross-device, native audience ads for Microsoft Advertising campaigns on the Microsoft Audience Network. You have two options for audience ads, based on the campaign settings:

    • If the campaign is linked to a merchant center store, then let the ad network automatically generate ads feed-based ads for the campaign, using the store’s product information. You don’t need to create feed-based ads for the campaign, but you must create ad groups with user targeting.

    • If the campaign isn’t linked to a merchant center account, then create image-based audience ads using the responsive ad format, which includes multiple text and image assets. The ad network assembles the ads using the most effective combinations of ad elements and displays them on sites like MSN, Outlook.com, and Microsoft Edge.

  • Call-only ads for Google Ads campaigns on the search network. Call-only ads are text ads that include a telephone number. You optionally can use a Google Ads-assigned forwarding number for advanced call reporting.

  • Expanded dynamic search ads (now called just “dynamic search ads” on the ad networks) for Google Ads and Microsoft Advertising dynamic search ad groups in search campaigns. Dynamic search ads use content from your website, instead of keywords, to decide when to show your ads. The ad network dynamically generates the headline, chooses the landing page URL and display URL, and automatically generates the final URL.

    You can define the pages in your websites whose content is used to target your dynamic search ads by setting up specific dynamic search targets for the ad group. For Google Ads, you can create dynamic search targets in Search, Social, & Commerce; for Microsoft Advertising, you must create them within Microsoft Advertising. In Google Ads campaigns, you can optionally specify a website domain and language in the campaign’s “DSA Options” section instead of, or in addition to, creating dynamic search targets.

    When a user’s search term exactly matches a keyword in one of your keyword-based campaigns, an ad from the keyword-based campaign is displayed instead of a dynamic search ad. The ad network shows a dynamic search ad instead of a keyword-targeted ad when the user’s search term is a broad match or phrase match to one of your keywords and your dynamic search ad has a higher ad rank.

    For more information about dynamic search ads, see the Google Ads documentation and Microsoft Advertising documentation.

  • Multimedia ads for Microsoft Advertising search campaigns. Multimedia ads are large image ads that are shown in prominent mainline and sidebar positions, and only one multimedia ad is displayed per page. They can include multiple text and image assets, like responsive ads, and the ad network assembles the ads using the most effective combinations of ad elements. Multimedia ads don’t replace your text ad placements.

  • Promotion lines for Microsoft Advertising product (shopping) ads on the shopping network. Shopping ads use products in your existing Microsoft Merchant Center product feed, instead of keywords, to decide how and where to show your ads. The ad copy and landing page URLs are generated automatically from your product information in the feed, but, you can optionally set up promotion lines to include for the ad group.

    You can control which products are shown with your Microsoft Advertising shopping ads by setting up separate product groups for the ad group, from the Campaigns > Campaigns > Product Groups view.

    For more information about the workflow for product/shopping ads, see “Implement Microsoft Advertising shopping campaigns.” For additional information about product ads, see the Microsoft Advertising documentation.

  • Responsive search ads for Google Ads and Microsoft Advertising campaigns on the search network. The ad network dynamically assembles text-based responsive search ads from a set of ad titles and descriptions, favoring combinations that perform well together. The ad includes up to three headlines, two descriptions, and a customizable URL from the base URL and optional path1 and path2 fields. You can optionally pin ad titles and descriptions to specific positions.

Google Ads don’t provide data outside of its native editors about the text combinations that were displayed as ads. For more information about reporting for each text combination, see the Google Ads documentation.

The Ads view

You can create, edit, and change the status of ads from the Campaigns > Campaigns > Ads view.

Ad-level performance data

Ad-level data is available for most ad types.

However, it isn’t available for Google Ads dynamic search ad (DSA), performance max, smart shopping, and YouTube campaigns. Expect discrepancies between the total ad-level data for a campaign and the total data for the campaign.

Ad Network/Campaign/Ad Type
Data Availability
Google Ads dynamic search ad (DSA)
Campaign, ad group
Google Ads performance max
Google Ads shopping, smart shopping
Campaign, ad group
Google Ads YouTube
Campaign, ad group