Best practices when creating a Google Ad in Search
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Craft your messaging to focus on user needs and benefits.
This indicates value to a searcher. They're more likely to respond to ads that include concepts important to them. Think about what the searcher wants from your ad. Is it reliability and trustworthiness?
You may want to use language such as '"official site." Or do they want a wide selection of products? You may want to include "view our inventory." This is a great time to put those customer personas to use. Review the persona's goals and consider adding them to your ad.
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At least one of the keywords in your ad group in your headlines
Remember, the headline is the clickable link at the top of your ad.
The description is below the headline, Google will automatically test combinations of headlines and descriptions, so be sure any combination will read well. It's important to include text from keywords, because that's what potential customers are thinking about.
If your ad connects with what they're searching for, they may be more likely to click on it. Also, there are a couple of advanced tools that place the keyword in the headline in certain customizations for automatically tailoring ad Copy.
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Avoid generic sales language. Use specific and relatable calls
Phrases like "call us today" create a false sense of urgency. Keep the user benefit in mind.
If there really isn't a benefit to the user, well, why would they even call today? Non-specific or generic calls to action, such as "'sign up today" or "book today" often show decreased engagement with ads.
Imagine you're writing copy for a property management company. Instead of writing "book now" in the ad, write "book your dream vacation rental." This is more specific and relates more closely to what the potential customer desires.
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Implement all ad extensions that make sense.
Ad extensions are additional pieces of information that enhance search ads, making them more appealing and prominent. They provide helpful details such as location, call options, and app installs, especially beneficial for mobile users.
Including multiple extensions can increase visibility and competitiveness on Google Ads. And when possible, try to enable at least four. Google Ads determines the best combination of extensions on an auction-by-auction basis.
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Optimize your landing page.
The ad and landing page work together to provide a great user experience.
You should compare your keywords to the copy on the landing page and its overall user experience. The exact keywords don't need to be on the landing page, but the relevancy should be clear right away.
Like, ask yourself questions such as,
- How useful is the landing page to someone who clicks on the ad?
- Is the page well organized?
- Does the text relate to someone's search terms?
- Is the landing page clear in its directions?
Ensure it loads quickly. If page loads take too long, users may get frustrated and leave the page.
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CURATOR'S NOTE
An effective ad can appear higher in search results pages and generate more clicks and more conversions, sometimes even at a lower cost per click than your competitors.
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