The Finer Print: How to Write a Google AdWords Text Ad

Text ads are the simplest form of online ads. And because they are the simplest, they need to be concise, direct and as relevant as possible to the user’s search objectives.There are three essential elements to a Google AdWords text ad: headline, display URL and description.Every ad should also include the benefits to the consumer and call to action.

HEADLINE (25 characters max)The headline is the most noticeable part of the ad, with larger text, in blue. Make sure one of your keywords is in the headline, and offer them a solution to what they’re looking for:Men’s leather shoes on saleEnd Chronic Foot Pain today

DISPLAY URL (35 characters max)Beneath the headline is always the link. This should always lead the user to a relevant landing page. Meaning, that if the headline is men’s leather shoes on sale, the link should lead the user to a landing page describing men’s leather shoes on sale. Example:Men’s Leather Shoes Salewww.theshoestore.com/mensleathershoes

2 LINES OF DESCRIPTION (35 characters max per line)

This is where you write a brief description of your product or service and try to encourage the user to click on the ad by providing an additional incentive, such as discounts, free shipping, 1+1 sales, etc.

So the basic formula for a text ad goes somewhat like this: Headline = Attention-grabbling line, including keyword Display URL = direct link to the product landing page Description Line 1 = what’s in it for the user? Description Line 2 = Additional value

Example #1

Display URL: www.theshoestore.com/mensleathershoesDescription line 1: Save now men’s leather shoes Description line 2: 25% off on all major brands!

Example #2:

Best Winter Coatswww.c21.stores.com/WomensWinterCoatsWomen’s Coats on Sale up to 70% offFree S&H Orders $99+. Shop today!

Remember, the more relevant your ad is to your customer’s search, the more effective it can be. So make sure your content, keywords and landing page (the page that your display URL leads to) are all highly relevant.

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