Changes

There are plain text ads and graphical banners. Plain text ads can be shown on Google's search portal as well as on independent web sites. Plain text ads look all the same and are easily overlooked, much like ads in a newspaper are skipped. While there are exceptions, the lack of visual impact and overuse of plain text ads make them comparatively less effective. Graphical banners have a higher recognision value that can work better to convey a brand beyond Google's search portal.

Graphical banners cannot be displayed on Google itself but can appear on a wide variety of web sites and portals whose owners have signed up to display them via Google's AdSense syndication system. Sites on which placements are possible can be found in Google Ads' Placement Toolplacement tool.

Ads always receive a much higher proportion of impressions than clicks. A well-designed banner campaign visually connects a brand and product or service along with its URL by repeated impressions in ways that increase brand awareness, even when ads are merely noticed and not clicked. <!--In ad-cluttered spaces, this is where plain text AdWords fail to catch attention.-->