Where do paid search ads appear in the search results?
While this guide focuses on traditional text ads, there are also other ad formats worth mentioning. Here’s how and where various search ad formats appear on Google search results pages.
Can appear at the top and bottom of the search results pages on both desktop and mobile. Up to four text ads may appear at the top of mobile and desktop search results.
Ads sometimes also appear in the local pack of listings that pulls data from Google My Business.
The engines also serves text ads at the bottom of search results pages.
Businesses with physical locations can show ads in the local pack, (Fig. 2) and Google Maps (Fig. 4). The corresponding pins on the map show in green and display an “Ad” label when a user hovers over them.
Shopping ads, also called product listing ads (PLA) by Google, and product ads by Bing and Yahoo, are a growing area for both retailers and the search engines (Fig. 5). These ads are delivered through a different campaign mechanism from text ads. These image-based ads include the price, merchant name, reviews and offers. Google matches users’ search queries to data included in merchants’ product catalog feeds. The ads can appear in carousels at the top of the search results on mobile and desktop, and in the right column on desktop in a block or in a “knowledge card.” An example is shown below.
Shopping ads are feed-based and can appear in Search, Image Search, on YouTube and third-party sites.
Read more of The Search Engine Land Guide to PPC:
- Chapter 1: Where do paid search ads appear in the search results?
- Chapter 2: How the PPC ad auction works
- Chapter 3: What you’ll need before you get started setting up a PPC account and paid search campaign
- Chapter 4: Tracking and measurement for PPC campaigns
- Chapter 5: Setting up your paid search account
- Chapter 6: Introduction to Search campaign structure: Ad groups, keywords, ads and ad extensions
- Chapter 7: Setting up a paid search campaign
- Chapter 8: Beyond keyword targeting in Search: location, device, audience and demographic
- Chapter 9: Bidding and bid adjustments in paid search campaigns