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Irresistibly clickable

Apr 12, 2017 7:55:00 PM

A Google text ad is an advertisement that appears when someone searches for your product (or a related one). It’s a small snippet of text that sits right above or below the top-ranked results.

Text ads are small. As in, Google only gives you:

  • 25 characters for the headline
  • 35 characters for the first descriptive line
  • 35 characters for the second descriptive line
  • 35 characters for the URL (well, 255 total, but only 35 will show up)

 

What makes a good text ad?

  • Highlight what makes your brand unique
    • Do you offer shipping to multiple countries? Are you highly rated by consumers? Put it in your ad.
  • Attract your ideal customers with a special offer
    • Give people something compelling to come after (free shipping, a free trial, a percentage off sale, etc.).
  • Include an actionable CTA
    • An ad isn’t effective if it doesn’t prompt an action.
  • Keep your ads current
    • If you’re having a sale and using a search ad to promote it, discontinue the ad as soon as the sale is over.
  • Get super specific
    • Ads with statistics, discounts percentages, rankings, etc. are more likely to be clicked.
  • Optimize for mobile
    • 33% of people say that their phone is their primary device – make sure your ad is as easy to use on a phone as it is on a computer.
  • Watch the competition
    • See what your competitors are doing, and then create ads that are better.

 

Think like a customer. When you’re searching for something, what makes you more likely to click an advertisement? You probably can’t resist an eye-catching headline, unique ad copy, and an enticing offer – and neither can your potential customers.  

Crazy Busy Marketers Guide to Content Creation in the Real World
Courtney Stallings
Written by Courtney Stallings

Courtney writes and edits content for Leading Results and their clients. She has been described as a Grammar Nazi and enjoys crafting writing with excellent spelling, punctuation, and grammar.

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