Google ads are easiest to prepare in text form, so it’s no wonder that this format is by far the most popular among beginners. They consist of a title, a URL, and a short description. There is an option to define for each text ad and divide the description into two parts. In this way, you will enable potential clients to see your offer and give them an indication of what is on your website. The third segment represents its Internet address, which Google calls Display URL. This information usually consists of your company’s domain and may contain two additional fields to customize the path. All of this will be inserted into the link located directly below the title.
Google will automatically suggest that you choose a format suitable for search (Responsive search ads) for your ad. This type of ad allows you to use several different titles and descriptions, and Google will automatically combine them to come up with the best performing solution. For this very reason, it is necessary to set at least three titles (out of a maximum of 15) and between two and four descriptions.
In theory it looks simple, but many users still don’t know how to create ads that will be really effective. It is precisely for this reason that I want to give you some advice:
- Highlight what makes your offer unique
What sets you apart from others?
What is your main advantage? Maybe you offer free shipping? Is your product environmentally friendly? Make it clear what makes you competitive.
Highlight the characteristic that motivates customers to use your product or service
- Include a specific call to action
In the description, clearly state what will happen if someone clicks on your ad. If it is an advertisement for a hotel, insert something like: book now, call today, order now, view prices, register, request an offer, etc.
Let your clients know what the next step is, but be sure to check if the mentioned content is available on your landing page.
- Use terms that are characteristic of sales
If you have competitive prices, organize promotions or offer exclusive discounts, be sure to mention this in the ad text.
Motivate your customers to make a quick decision, tell them that the discount is limited time or that they can only get it today.
Select potential customers with clearly stated prices. If, for example, my hotel offers rooms at a price of 300 dollars per night and this information is clearly indicated in the description, guests looking for cheaper accommodation simply will not even click on my ad, which automatically means savings for the budget.
- Match your ads with keywords
You can achieve the greatest effect if you include keywords directly in your ad. In practice, this means that if you’re bidding on a search targeting hotel deals in San Francisco, be sure to include this term in your ad.
Emphasize that your ad is relevant. If what your client is looking for appears in the text, it will automatically attract his attention.
Help Google recognize your keyword and highlight it.
- Align your ad with the landing page
Enable your customers to find what they are looking for, so the results will be better
Direct them to the content that corresponds to what is written in the ad and not to the basic page of your site. This can be of great benefit to your customers and at the same time it will improve the rating of your ad. This means that Google will treat your advertisement better and that visitors will stay longer on your site.
Don’t let customers simply leave your website, because it will cost you money and not bring you any profit.
- Feel free to experiment
Create multiple ads for each group or use Responsive text ads.
Google will automatically favor the best ads and allow you to improve your campaigns.
Do not stray from the main topic. Keep your ad groups really tightly tied to the same content.
That would be the most important thing for now. Take some time, sit down and start creating your first ads.