Benefits: This ad is effective for marketing a new product or an item with a low organic rank due to the instant visibility it provides. It’s also helpful if you’re aiming to target a niche audience as your ad will appear in other product pages related to your item.  Tips:  It’s also advisable to use negative keywords and product targeting. This refers to words you don’t want to appear in search queries together with your target keyword. They include words that aren’t related to your brand or product. For example, if you’re selling plain colored, 100% cotton shirts, you can include “polyester” and “printed” in your negative list. Examples:  Here’s how some brands used this ad format and the strong points of their content:

RENPHO Digital Weighing Scale 

Grill Heat Aid Barbecue Gloves

Cliganic Lip Balm Set 

You can craft a tagline that will embody your product’s main selling point. This format also helps expand awareness for your brand and motivates shoppers to discover—and buy—the other products you offer. Tips:

Since you can customize your brand store, it’s best to align its content to your marketing strategy. You can combine ad copy with a gallery of images and video as well as tailor-fit headers and footers to suit your brand. To determine if the content matches your customers’ interests, regularly check your click-through rate (CTR). A CTR of 0.5% and above is considered decent enough while a CTR below 0.3% is considered low.  Consider testing the sequence in which the products appear in your Brand Ad by changing one variable at a time every two weeks. When choosing keyword targets, select Broad Match. This way, your product or brand will show up even in searches that include your competitor’s products and related categories.

Sub-formats and Examples

Product Collection

This sub-format features your brand name, logo, tagline, and up to three products. You can use this ad type to draw attention to products with a low organic ranking. You can feature one popular product in the trio to ensure that shoppers will click through the ad.

Jack Black

This ad uses a catchy tagline: “No Nonsense Products. Just Superior Skincare.” It comes with an image featuring the first product in the collection (face moisturizer).  Each of the three products in the ad has a 4.7-star rating. 

Instant Pot 

This ad’s straightforward tagline is also a call to action. The products in the collection only have price indicators and no other differentiators, enticing shoppers to click each one to get further details.  The “Limited-time Deal” sticker on the last item creates a sense of urgency among interested shoppers. 

Store Spotlight

As the name suggests, this sub-format takes shoppers directly to your Brand Store when they click any image on the ad. It contains your product categories, serving as your company’s catalogue-at-a-glance.  This ad type is what you need if you sell various items across several categories. However, only up to three categories can be included in this sub-format. The category labels and images are customizable. Clicking on the category name or image above it takes shoppers directly to the corresponding category page of your Brand Store. 

Ecobee

Tender & True

The tagline of this ad informs the public about the scope of this pet food maker’s product line. This entices prospects to click on the logo, CTA, or tagline to know more about the brand’s offers besides the three categories that appear on the ad. On its Brand Store, six colorful circles above the menu name the general features of its products’ ingredients: certified organic, farm-to-bowl, humanely raised, sustainable seafood, corn/wheat/soy-free, and responsibly sourced. Also, the brand immediately clarifies the kind of pets that it caters to by placing two images side by side with the words “Shop for Your Dog” and “Shop for Your Cat” below the menu bar. 

Brand Video

A brand video automatically plays when at least half of it is on the user’s screen. Because they’re moving pictures, they readily stand out and add a “surprise factor” when they appear in search results.

Dupray Voila Steamer

Instead of opening with the product’s name, the brand uses the first few seconds of the video by flashing words that describe the steamer’s benefits—“Unwrinkle. Refresh. Sanitize.” The ad goes on to show its ease of use (“Ready in 30 seconds”) followed by side-by-side images of a lady’s sleeveless top before and after the steamer smoothens it out. Viewers get to further see the item’s versatility as the video shows that the steamer can be held upright or with its head down like a flat iron. The steamer is also shown being used on both cotton and satin fabrics. The ad concludes by flashing the words “Compact. Light.” as the steamer is placed on top of folded clothes inside a suitcase. The ad uses upbeat background music and no voice-over so it can be used on other marketplaces or platforms.

TheraBreath Oral Rinse

Benefits: Display ads are great for introducing your brand or raising awareness about your product to a niche market. Other than targeting competitor pages, you can also set these ads to appear on your own pages to upsell similar or complementary items. They’re also useful for re-marketing your product to searchers who have seen your listing in the past month. Tips: To use this format, you need to select the product category in which your ad will appear. You can also target pages according to the shopper’s interest. You’ll then find your ads below the bullet points on the product details page or the Buy Box under your chosen category.  Examples:

Screen Mom Screen Cleaner

This ad is in vertical form when it shows up on the search results page for “screen cleaner kit.” Meanwhile, it appears as a horizontal ad on the products page of a similar item, the iRoller cleaner. The brand’s inclusion of a 5% discount for those who will subscribe to Prime when they order will help improve CTR. The item has a high star rating of 4.7. While the product name or title gets cut off in the vertical format, the horizontal ad is able to include the surfaces on which the cleaner can be used.

LTGEM Hard Case for JBL Bluetooth speaker

The brand had to choose an exact product category where this display ad should appear. It’s found before the “Customer Questions & Answers” section of the JBL Flip 5 product page as the Bluetooth speaker would fit in the case like a glove, with room to spare for accessories. Its perfect 5-star rating boosts its clickability.

YRONG Eye Mask 

This ad appears under the Buy Box of two related products by Mediviz and Avenova—a clear attempt by the brand to present itself as an alternative in the same category. YRONG is within the same price range as the eye mask of the two other brands.

The brand included a 30% discount as part of its sales pitch.

Native Custom Ads lets you choose the specific products that will go to the ad block. This type of Native Ad will suit webpages in which you list a specific set of items, as in a review. You can specifically select only the items that you will mention in your review to appear in the ad block.

Spinner suitcases

Electronic fire pits

The ad block that appears in a blog of a backyard care website appears to have chosen this ad option. Four items with different price ranges are included in the ad block found below its discussion of “Electronic Fire Pit,” which does not mention any products.

Coffee grinders

This coffee brewing website published an article about its “top 5 picks” for coffee bean grinders. The ad block below the heading “Shop Related Products” also features grinders but none of them were part of the review. To take part in the bidding, you need to choose between keyword targeting and product targeting. In keyword targeting, you bid for the search terms that you know your target audience is likely to type in their searches so that your ad will come out during those queries. On the other hand, you bid for product categories, product features, or even brand names—including your competitors! —in product targeting.