Google AdWords is text only advertising. There are no images or videos or any of the other rich content that is currently associated with banner advertising.  Therefore, the branding possibilities are limited.  As an example, have a look at how companies like O2 and Vodafone use a combination of text-based and image-based adverts to build and enhance their brands.

So, while text is often useful, sometimes videos and pictures are a more effective way to receive information. For example, if you want to learn how to open a bottle of wine, a video showing you how to do this is likely the best result for your search. Over the past few years, Google has blended videos, images, maps and more into the search results on Google.

It also makes sense for Google to provide richer types of information in the ads. For example, if you are looking to buy your mother  a new handbag for the holidays, you might want to see pictures, prices, the addresses of boutiques in your area and a map of how to get there — all within the advert.

To provide a better search ads experience, Google has been developing and testing a variety of new ad formats. These formats are focused on giving you the information you need, while ensuring that the adverts continue to be relevant and useful.

Read the complete article, which was written by one of the Google Product VP's

Anthony Quigley