Introduction
A text ad on Search is the simplest online ad that Google Ads offers. Here, we’ll look into how these ads are constructed and what you can do to maximize the effectiveness of each part, including how each element works.
What you’ll learn:
The definition of a text ad and what a text ad looks like
How to write an effective text ad
What is a text ad and what does it look like?
Text ads are just that — ads made up of text. They are a simple yet powerful way to get your business in front of customers right when they are searching for products or services like yours on the Google Search Network. Here’s an example:
The parts of a text ad
Only three parts are required for all text ads: headline, URL, and description. Others are optional. Let’s take a closer look.
Headline: People are most likely to notice your headline text. Consider including at least one of your keywords in the headline to make the ad even more relevant to the customer's search.
URL: The URL shows your website address. It gives people an idea of where they'll go when they click your ad. If your final URL is www.example.com/store/us/indoorplants, your ad’s display URL will show as www.example.com. What about that path field — the “/store/us/indoorplants” at the end of the display URL? Click the next item in this list to find out.
"Part" field (optional): There are two optional “path” fields, which can hold up to 15 characters. Part of your display URL, they are placed after your website’s domain to give readers an idea of the content they’ll see upon clicking your ad. For example, if your final URL is www.example.com/store/us/indoorplants, you might want your path text to be “Indoor-Plants” so your ad’s display URL would be www.example.com/Indoor-Plants.
Description: Use the description field (up to 80 characters) to highlight unique details about your product or service. Be sure to include keywords that match probable search terms. On mobile, where space is tight, Google Ads optimizes your ad to show the highest-performing text.
Writing effective text ads: five tips
To effectively reach potential customers, your text ads should be specific, actionable, and relevant. Let’s take a closer look at things to keep in mind when writing text ads.
Show customers what makes you stand out from the competition.
Use your descriptions to tell customers what they can do on your site once they click your ad — link them right to where the ad matters.
If you have a sale, make sure they know. Say it right in the ad.
What might customers be thinking when searching for your products or services? Include those search words as keywords in your ad text.
Ensure your ad takes customers right where they can act on it. The easier it is to find, the more likely they are to purchase.
Five tips to improve landing page experience
You certainly don’t want a highly relevant, well-crafted ad that ends up taking a user off to a product or service they weren't looking for! The experience users have after they click on your ad and visit your landing page URL is just as important. It affects your Ad Rank, your cost per click (CPC) and your position in the ad auction. A poor experience may even result in your ads showing less often — or not at all! So, let’s work to avoid all that. To do so, keep these five tips in mind:
Offer relevant, useful, and original content
Promote transparency and foster trustworthiness on your site
Make mobile and computer navigation easy
Be fast — decrease your landing page loading time
Make your site (even more) mobile-friendly
Recap
In this course, we learned that effective text ads are clear, relevant, and make users want to click to learn more.
Copyright: all sources from Google.com
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