Exhibit 27.8 Ad Anatomy — Google Responsive Search Ad. (Prop-GPT).
Google Ads offer a range of formats including:
- Responsive search ads which allow for alternative headlines (up to 15)
and descriptions (up to 4). Google Ads automatically tests the combinations to learn which
perform best. By adapting the ad’s content to match potential customers’ search terms,
responsive search ads can improve a campaign’s performance.
- Responsive display ads are the default ad type for Google’s Display
Network. In addition to headlines (up to 5) and descriptions (up to 5), advertisers can upload
images (up to 15), logos (up to 5) and videos. Google automatically generates the optimum ad to be
shown at an ad slot by selecting the combination of headline, description, images etc. that
performs best at that slot.
The components or assets that form Google ads include:
- URL or the link to the landing page.
- Headlines, each not more than 30 characters.
- Descriptions, each not more than 90 characters.
- Images.
- Logos.
- Video.
- Extension assets such as sitelinks, callouts etc.
Exhibit 27.9 Google Responsive Display Ad. (Studio Fine Art Gallery).
The preview shown in Exhibit 27.9 depicts one of the combinations of the ad.
Responsive ads are optimized using machine learning models to determine the optimal
combination of assets for each ad slot based on predictions built from the ad’s performance history.
