Deliver the right message with text ads Flashcards
What is a text ad?
Text ads are just that – ads made up of text. They’re a simple yet powerful way to get your business in front of people when they’re searching for products or services like yours on the Google Search Network.
To effectively reach potential customers, text ads should be informative, relevant and engaging. Your text ads are the front door to your business, so it’s important to show the right message to the right customer.
What makes up a text ad?
Text ads on the Search Network are shown above and below Google Search results. To create a text ad, you need a headline, a URL and a description. Let’s take a closer look.
How to write a headline?
Details: Up to three headline fields are available with up to 30 characters each. The first two headline fields are required, and the third is optional. Look out for how your longer headlines – separated by a vertical pipe (‘|’) – might wrap on mobile devices.
Tip: Include at least one of your keywords in your headline: Keywords in your ad text show your ad’s relevance to what people want. For example, if you’ve included ‘mountain bikes’ and ‘new bikes’ as keywords, one of your ad headlines could be ‘Buy New Mountain Bikes’.
How to write a description?
Two description fields – with up to 90 characters each – let you highlight unique details about your product or service. On mobile, where space is tight, Google Ads optimises your ad to show the highest-performing text.
Tip: Highlight what makes your business unique: Free delivery? Dazzling variety? Tell people! Showcase the products, services or offers that make you competitive.
Include prices, promotions and exclusive offers: People often use Google Search to find information and get things done. Give them what they need to make a decision. If you have a limited-time discount or stock an exclusive product, say so.
Empower customers to take action: Are you selling something or offering a service? Calls to action – like purchase, call today, order, browse, sign up or get a quote – make it clear to your potential customer what the next steps should be.
How to write a URL?
The URL shows your website address. It gives people an idea of where they’ll go when they click your ad.
Tip: Match your ad to your landing page: Have a look at the page that you’re linking to from your ad (the landing page) and make sure that the promotions or products in your ad are included there. People might leave your website if they don’t find what they expect.
Optional: Two optional path fields can be added to your display URL. Each field can hold up to 15 characters. This feature gives users an idea of the content that they’ll see upon clicking your ad. If your final URL is www.example.com/shop/gb/newmountainbikes, you might want your path text to be ‘Mountain-Bikes’, so your ad’s display URL would be www.example.com/Mountain-Bikes.
What are the 3 best practices for google ads creatives?
Implement 3-5 ads per ad group, optimise your ad rotation for clicks or conversions and use at least 3 extensions for each campaign groups
Implement 3-5 ads per ad group
The more ads that are present in an ad group, the more options that you’ll have for success in an auction.
Optimise your ad rotation for clicks or conversions
Optimising your ad rotation will allow the system to serve the ideal ad for the specific circumstances of each auction.
use at least 3 extensions for each campaign groups
At the time of each auction, your ad will be assembled with the most appealing extensions. More eligible extensions give your ads more opportunity to meet users’ specific needs.
What are responsive search ads?
Responsive search ads let you create ads that adapt to show more relevant messages to your customers. All you need to do is supply the headlines, descriptions and URLs for your ads. The more headlines and descriptions that you enter, the more Google Ads can test and serve ad variations that match users’ search terms – which can improve your ad performance. After you enter headlines and descriptions, Google Ads assembles the text into multiple ad combinations in a way that avoids redundancy. Over time, we’ll test the most promising ad combinations and learn which ones are the most relevant for your customers.
What are the benefits of responsive search ads?
Flexibility - share message with customers , relevance - save time in providing most relevant ads, reach - more potential customers and performance - more clicks.
