A Standard Google Ads Text Ad Is Made Up Of…
To write effective text ads, you need to first understand what these ads look like. How does a standard Google Ad function? How does it behave in its natural habitat? In this discussion, you’ll learn the basic components that go into creating a simple text ad, as well as some ad extensions that can enhance your message and make it more visible on the search engine results pages.
The Main Components Of A Text Ad
A Standard Google Ads Text Ad is made up of four main parts: a headline, a description, a display URL and an actual URL. You’ll also need a landing page in mind that will act as the destination for people that click your ad text.
Here is an example of a search ad that Google uses:
Comprehensive Insurance | Protect Yourself on a Budget | Get Your Free Quote Today
Get affordable & trustworthy insurance. 10% discount on all online quotes. Easily compare insurance plans side-by-side in just a few seconds.
The largest part of any text ad is the headline. As the biggest component, it carries a lot of the weight, especially in drawing attention and enticing clicks. The headline is also the link text that prospective customers will click.
Headlines are typically 30 characters in length, but Google will display your ads with up to three different headlines. In the sample ad, you can see that each headline is separated by a vertical line.
You’ll also notice that each headline adds value to the message and helps attract a click. You really need to spend a lot of time crafting effective headlines that add value to your message.
Below the headline is a small URL text in green. This is the display URL that shows your domain website and path. In the example, the path is /insurance. It’s important to understand that Display URLs are used to give ad viewers some idea of where they will be taken, without sharing a long URL strain. You can use your Display URL as an additional place to insert keywords.
This is the true URL of your landing page. Viewers won’t see it, but it is the address that they will arrive at on your website. Your Display and Actual URLs need to have the same domain.
If viewers are enticed by your headline, their eyes will scan down to your description. The description needs to add value to what was included in your headline. You have up to 90 characters in your description and you can enter up to two for every ad.
Use this space to your advantage! The more text you can include, the more visible your text ads will appear. Plus, adding the maximum number of characters in each description gives users more content to judge whether or not they should click.
It’s important to add a call-to-action in your description. This will further encourage customers to click and visit your website.
A Brief Word About Landing Pages
While separate from the actual ad message, landing pages are an important component in online advertising. When the customer clicks, you’re charged your CPC amount. Now, it is up to the landing page to convert that click and produce a positive return. If it can’t complete this objective, you’ll still have paid for the click but not received anything in return.
In many ways, landing pages are where your conversions are lost or won. Creating an effective landing page experience requires a few key components:
- Relevance is mandatory! The products, offers and keywords that you include in your ad message need to be front-and-center on your landing page.
- Add value! You have very limited space in your ad message to share everything that makes your brand and products amazing. Now, you have a whole webpage to do so! Add content that will help customers better understand why your product/service is right for them.
- Connect to other relevant pages. One landing page may not be enough to sell a customer right away. You should provide links to other resources on your website so they can further their research.
- Don’t go crazy. Your landing pages should be designed to facilitate conversions, not distract from them. If there is too much content on the page, it will be difficult for visitors to filter this noise out and find the path towards conversion. Plus, lots of content and elements on the page will slow your load times, which can cause people to click away before they’ve even arrived!
Moving Away From Standard Text Ads With Ad Extensions
Text ads are most popular on the Google Search Network. Here, advertisers can enhance their text content with ad extensions. As the name suggests, ad extensions extend the text of your ad to include additional details. Here’s a sample of what an ad using extensions might look like:
Notice that this ad has a lot more going on from your standard text ad. This is the work of ad extensions. In particular, this ad is using the callout, sitelinks and price extensions.
Extensions achieve three key objectives that are vital to ad success. First, they add more valuable information. The callouts in the above example let viewers know that there is free shipping, live chat and other added bonuses to shopping with Luluemon.
Second, extensions provide more options to interact with the ad. The sitelinks in the example mean that users can click to the pages most relevant to their needs. You can also include ad extensions that allow people to call or message your business directly.
Finally, extensions increase the overall size of your ads, which means they control more space on the search engine results page. Visibility is key to drawing that initial attention! Users are more likely to trust an ad with lots of details and values. It feels more legitimate!
The anatomy of a standard Google Ads text ad is fairly simple. It’s made up of only four parts. However, when you expand your ad experience with extensions and a well-optimized landing page, suddenly it becomes anything but standard!