Text ads have three parts: the headline, the display URL, and the description. Each of these elements plays a vital role in promoting information about your business. The headline incorporates keywords, which can determine when and where your ads can appear. The display URL is typically shown in green and shows the web address, which is different from the landing page URL. The description is an area to highlight product or service details.
To make a great text ad, highlight what makes you unique—whether it be a focus on high quality, great service, or another quality—and showcase what makes you competitive.
Enhancing ads with extensions
The subtle addition of extensions to ads create more of an appeal to mobile device users, encouraging them to click the ads and learn more about the products or services you offer. Adding ad extensions to your search advertising campaigns improves the click-through rate, the quality score, and therefore the overall visibility of your ads in the search results. This will help to provide a better return on investment, as more visibility often leads to a higher click-through rate and more customers.
Understanding landing page experience
It is critical to provide relevant, useful, and original content on landing pages. The content must pertain to your ad’s text and keyword. To keep visitors on your site, try to offer useful features, unique content, and easy-to-locate contact information. You want to promote transparency and trustworthiness, and if you request personal information, you must make the benefit to the consumer clear. Clearly state what your business does, and openly share information.
A website should be easy to use regardless of browser and device type. It is also important to not irritate prospective customers with features that interfere with site navigation, such as pop-ups or geographic selectors. Encourage customers to spend time on your website, and offer quick loading pages so that users are not tempted to leave. Landing page experience impacts quality score and, as a result, ad rank.
Ad rank is the value used by Google to determine an ad’s position in the search results.
Using keyword matching options
Keyword match types help control which searches trigger your ads to appear. In general, a broad match will show to a much wider audience than an exact match term. It is recommended to start with broad match terms and move to more specific match terms as you analyze effectiveness. The more specific the term, the more qualified the attracted audience will be. Keyword match types can be used for campaigns that show ads on the Search Network, but the Display Network treats all keywords as broad match.
Negative keywords help to eliminate waste, reduce your expenses, and improve your return on investment. When you add negative keywords or keyword exclusions on the Display Network, your ads will not show for those search terms.
The goal is to choose search terms that are similar to your keywords, but signal people who are looking for a different product or service. You may want to add negative keywords such as a list of cities and states outside of your target geography, or keywords such as “free” or “pro bono,” among others.
Language and geographic targeting
Language targeting allows you to choose the language of the sites on which you would like your ads to appear. AdWords does not translate ads or keywords, and the language in which your customers are targeting is thus based on their Google interface language settings.
Geographic targeting allows your ads to appear in the locations that you choose such as a radius around your location, a town, city or state. Location targeting helps you show your ads in only the areas with the qualified customers and restrict ads in areas with unqualified customers. Targeting potential customers by location is a great way to increase your return on investment, and you can adjust the location targeting settings at any time to expand or alter your area of influence.
Setting campaign budgets
AdWords has a robust selection of options that encourage you to maximize your resources in advertising. Your daily budget is deduced according to the formula “CPC times clicks per day.” To determine your monthly advertising budget, divide the monthly budget by 30.4, the average number of days in a month.
Ad scheduling and rotation
Depending on your business model, you may not want to show all ads on all days of the week or times of day. Ad scheduling allows you to specify certain times you desire to show your ads and adjustments for specific times and days. By default, though, AdWords campaigns are set to show ads at all hours and each day.
Display URL is the website address that is shown in your ads, typically appearing as green in the text of each ad, and it will usually include your website’s subdomain. Most advertisers use a simple, easily read URL in the ads themselves but define a longer landing page URL to send people to the most specific area of their site as possible.
Measure your Search Network campaign
Tracking statistics like clicks, impressions, and click-through rates is a great way to start measuring the effectiveness of your ads. It is always important to think about what you are trying to achieve so that you can focus on statistics that measure or provide insights about your goals. The number of users who click on your ad is a great indicator of how appealing your ad is.
Optimizing Your Search Advertising Campaign
To create great text ads for your business, tie your keywords back to ad creatives; write simple, compelling copy highlighting unique selling points; tailor ads for mobile searches; use ad extensions to lift click-through rate through improved relevance; and test and optimize creatives.
When you begin the process of designing your ads, start those that you expect to use at a high volume. Create multiple variations of your ads for testing opportunities, and consider setting your ad rotations to optimize automatically. If you test manually, check your results frequently, and be sure to always put the focus on the customer. If you are offering a free onsite consultation, include location extensions so the customer can easily see where you are located.
We are certified Google Partners, and we offer affordable Google AdWords Search Advertising Options. If you have a question about anything at all, please give us a call. We would love to be able to help you.