Marketo-DG2DA
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PART III: DIGITAL AD TYPES AND AD DESIGN<br />
PAY-PER-CLICK (PPC) SEARCH ADS<br />
Once you have chosen your<br />
keywords, take a moment to see<br />
which ads your competitors are<br />
serving up. The more ads, the harder<br />
it is to rise above the noise and the<br />
more money your ads will cost.<br />
As an example, take a look at our<br />
search for “running shoes”. You can<br />
see that this keyword grouping<br />
turned up ads from multiple<br />
companies including, Road Runner<br />
Sports, Zappos, and ASICS.<br />
As you can see, there are two<br />
different types of ads that Google<br />
shows: text-based PPC ads listed in<br />
the search results and Product Listing<br />
Ads selected from Google Shopping.<br />
The Product Listing Ads show<br />
individual images and products from<br />
around the web.<br />
What Is RLSA?<br />
RLSA stands for Remarketing Lists for<br />
Search Ads. This is a feature in Google<br />
AdWords that enables you to<br />
customize your ad campaign for<br />
people who have already been to your<br />
website. You can select keywords and<br />
formulate your ads with this in mind.<br />
Keyword Search for Term “Running Shoes”
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