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To effectively reach customers through Google Ads,
your ad should be informative, relevant, and engaging.
Think of your ad like a store window.
It gives customers an idea of what you offer so they can decide if they want to visit yours
or a competitor’s store.
In your Search campaigns, you’ll create text ads.
A text ad includes three parts:
A series of three headlines used to promote your product or service.
A display URL, to show your website address.
The display URL is made up of the domain from your final URL
and the text in the optional ”Path” fields.
These fields are designed to help people who see your ad
get a better sense of where they’ll be taken when they click on it.
And a description.
Description fields are used to highlight details about your product or service.
When writing your headlines and descriptions, keep in mind these best practices:
Highlight what makes your business unique.
Showcase the products, services, or offers that make you competitive.
Include at least one of your keywords in your headline.
Keywords in your ad text show your ad’s relevance to what people are searching for.
Avoid generic language.
Instead use a specific call-to-action to encourage customers to take the next step.
For example, purchase now, call today, and get a free quote.
Don’t ask questions in your ad text.
Instead, give people answers to what they’re searching for.
Your performance data can inform you of what headlines and descriptions work well,
so that you can keep experimenting with different wording.
A text ad can also show with ad extensions.
This is a feature that shows extra business information, like an address, phone number,
store rating, or more webpage links,
giving people more reasons to choose your business.
There’s no cost to adding ad extensions to your campaign.
You’ll only be charged once, whether someone clicks on your ad or an extension.
Now that you know the basics of text ads, let’s review three simple steps you can take
to invite people to click on your ad and visit your website.
First, adding three or more ads to each ad group.
Second, using the optimized ad rotation setting.
And third, enabling three or more ad extensions.
Let’s get started.
The first step is to create three or more ads per ad group.
Why is it important to have more than one ad per ad group?
Think of all the searches that happen on Google every day.
Now imagine trying to create just one ad that meets every customer’s need.
Creating more than one ad per ad group gives Google Ads the option
to serve the best ad to each person’s search.
There are two text ad formats that use keyword targeting:
Expanded text ads and responsive search ads.
Expanded text ads and responsive search ads appear the same way on Google Search.
The difference is that with responsive search ads,
you provide multiple headlines and description options.
Google Ads then uses a prediction model to show the most relevant combinations
to match people’s search terms.
Expanded text ads and responsive search ads work together
to help you get more clicks or conversions.
Ensure that you have two expanded text ads and one responsive search ad in each ad group.
The second step is to optimize your ad rotation.
This setting optimizes your ads for each individual auction
by using signals like keyword, search term, device, and location.
The ‘Optimize’ setting shows ads that are expected to perform better,
more often than other ads within an ad group.
To ensure your ad rotation is optimized,
navigate to ‘Settings’ on the left-hand panel in your Search campaign.
Scroll to ‘Additional settings’
Then select ‘Ad rotation’
Select ‘Optimize: Prefer best performing ads’
And click save.
You can repeat these steps for all campaigns
to ensure that all ads are optimized for ad rotation.
The third step is to add three or more ad extensions to each ad group.
Ad extensions expand your ad with additional information,
giving people more reasons to choose your business.
By adding more content to your ad, extensions give your ad greater visibility
and prominence on the search results page.
To maximize the performance of your text ads, Google Ads selects which extensions to show
in response to each individual search on Google.
There are several ad extensions that you can choose from, based on your marketing objectives.
All marketing objectives can benefit from sitelink extensions, callout extensions,
and structured snippet extensions.
Sitelinks take people to specific pages on your site:
Your store hours, a specific product, or more.
Callout extensions let you include additional text
so you can show more detailed information about your business, products, and services.
And structured snippets, highlight specific aspects of your products and services.
Navigate to the ‘Ads & extensions’ tab on the left panel of your Google Ads account.
Then select ‘Extensions’ at the top of the page.
Click the blue plus button to select the extension you’d like to add.
Choose the extension you’d like to add from the menu.
Enter the relevant information for the extension.
You’ll see a preview of the extension as you create it.
You can add these extensions to all relevant Search campaigns.
Click Save.
To follow these three best practices, login to your Google Ads account
to ensure that you have one responsive search ad and two expanded text ads in each ad group,
optimize ad rotation selected, and ad extensions enabled.
Next up, learn how to choose the Smart Bidding strategy for your campaign.
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