Saturday, June 24, 2017

Create effective text ads

Text ad

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.
What’s new:
  • Updated to include two headline fields up to 30 characters each. You now have twice the opportunity to grab users’ attention.
  • Look out for how your longer headline — combined via a hyphen — might wrap on mobile devices.

The URL shows your website address. It gives people an idea of where they'll go when they click your ad.

3."Path" fields(optional)
New to expanded text ads 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.

Use the description 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, AdWords optimizes your ad to show the highest performing text.

The next generation of text ads: The expanded text ad

In our mobile-first world, it was inevitable that the text ad would evolve. Welcome, to the next generation of text ad, the expanded text ad, a format that is optimized for the mobile experience. Expanded text ads:

  • Provide advertisers more control of messaging
  • Offer users more information up front, before that first click

When you take a look at the two formats side by side, can you see why we call it “expanded”?

Writing effective text ads: five tips

To effectively reach potential customers, your text ads should be specific, relevant, attractive, and empowering. Let’s take a closer look at things to keep in mind when writing text ads. 
1. Highline what makes you unique
Show customers what makes you stand out from the competition.
2.Use a call to action
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. 
3. Include sales terms
If you have a sale, make sure they know. Say it right in the ad.
4. Match your ad to your keywords
What might customers be thinking when searching for your products or services? Include those search words as keywords in your ad text.
5. Match your ad to your landing page
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.

How to make good on the new expanded text ad

With almost 50 percent more ad text available and an additional headline, expanded text ads provide even more opportunity for you to connect with users and drive more, qualified clicks to your website — if you use them wisely. Let’s see how to make good use of that extra space.
1.Rethink the messaging of your ad
2.Optimize your headlines
3.Take advantage of your character limits
4.Think about your mobile audience
5.Use ad extensions
6.Improve the landing page experience

Five tips to improve landing page experience

Offer relevant, useful, and original content
   • Make your landing page directly relevant to your ad text and keyword
  •  Be specific when the user wants a particular thing. If someone clicks on an ad for a sports car, they shouldn’t wind up on a general “all car models and makes” page.
  •  Be general when the user wants options. If someone’s looking to compare digital cameras, they probably don’t want to land on a specific model’s page.
  • Provide specific information on your landing page about whatever you're advertising.
  • Strive to offer useful features or content that are unique to your site.

Promote transparency and foster trustworthiness on your site
  •  Openly share information about your business and clearly state what your business does.
  • Explain your products or services before asking visitors to fill out forms.
  •  Make it easy for visitors to find your contact information.
  •  If you request personal information from customers, make it clear why you're asking for it and what you'll do with it.
  • Distinguish sponsored links, like ads, from the rest of your website’s content.

Make mobile and computer navigation easy
  • Organize and design your page well, so people don’t have to hunt around for information.
  • Make it quick and easy for people to order the product mentioned in your ad.
  • Avoid pop-ups or other features that interfere with their navigation of your site.
  • Help customers find what they’re looking for by prioritizing above-the-fold content.

Be fast — decrease your landing page loading time
  • Make sure your landing page loads quickly once someone clicks on your ad, whether on a computer or mobile device.

Make your site (even more) mobile-friendly
  • See how your site scores on mobile-friendliness and speed, and find out how to improve it. Test how mobile-friendly your site is with the link in our recap section at the end of this course.
  • See our guide in the recap section to learn more about how to create an effective mobile site.(

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