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Advertising with Google Ads is one of the most cost-effective ways to drive high-quality traffic to your website. Using the service, you can create text ads that appear at the top or bottom of Google’s search results for relevant search queries.
Because of its keyword-based targeting, Google Ads allows you to reach users who are most interested in your website and what it offers. And with this targeted traffic, your website will generate more sales.
Millions of businesses and professional marketers use Google Ads to promote their website.
If you’re planning to advertise your website on the Google Ads Search Network, you’ll need to make your ads stand out from your competitors’ ads. Otherwise, you’ll struggle to attract clicks, resulting in a low click-through rate (CTR) and Quality Score.
Create Longer Headlines and Descriptions
To make your Google Search Network text ads stand out, create longer headlines and descriptions. The more space your ads consume, the more likely a visitor is to see and click them.
In 2016, Google launched expanded text ads (ETAs), which consist of two 30-character-maximum headlines and a single 80-character-maximum description.
In 2018, the search engine updated its ETA format to include three 30-character-maximum headlines and two 90-character-maximum descriptions.
This is now the default format for all text ads on the Search Network, so take advantage of the higher maximum character count by creating longer headlines and descriptions.
When Google first rolled out the extended format in 2016, advertisers reported an average CTR of increase of about 20 percent. With the format even longer now, you can expect an even higher CTR increase for your text ads.
Include Numbers and Symbols in Ad Copy
Google is pretty strict regarding ad copy, and failure to comply with its guidelines will likely result in rejection from the editorial team. Google prohibits the use of meaningless symbols or numbers in ad copy.
Don’t add a bunch of exclamation marks to the end of your ad title in hopes of attracting clicks because the ad is likely to get rejected. You can still include numbers and symbols in your ad copy, but they must be used in a meaningful way with relevant context.
If your website is hosting a special promotion in which all new customers receive 20 percent off their order, consider using “New Customers Receive 20% Off” as a headline.
At 29 characters, it’s just one character shy of Google’s 30-character maximum for headlines, making it an ideal length. Most importantly, this headline includes a number as well as a percent symbol that makes your ad stand out from your competitors’ ads.
Include Target Keywords in Ad Copy
When creating text ads for the Google Search network, include your target keywords in the ad copy. If you’re advertising a web page on your e-commerce site that sells birdcages and targeting the keyword “birdcages,” for example, at least one of the ad’s headlines and descriptions should feature the word “birdcages.”
Users searching for “birdcages” will immediately be drawn to your ads since it contains the specific keyword for which they searched, allowing you to generate more clicks and traffic.
Including target keywords in your ad copy is important because Google automatically highlights them as bold text. Any keywords, as well as certain synonyms and variations of keywords, that a user searches for on Google are displayed as bold text in the description of any associated text ads. But if your ad description doesn’t feature your target keywords, visitors will see standard, non-bold text.
Using extensions can make a world of difference in the visibility of your text ads. Google doesn’t require advertisers to use extensions, but this optional feature can make your text ads stand out from your competitors’ ads.
Extensions are used to display additional information or include new functionality in text ads. Google Ads offers a variety of extensions from which advertisers can choose, each of which enhances ads with either additional information or new functionality.
Using the call extension, for example, allows you to display your business’s phone number in the ad. On mobile devices, your phone number is displayed as a button that users can click to call your business.
Other extensions available on Google Ads include:
• Sitelinks: displays links to other pages on your website.
• Callout: displays attributes associated with your business, such as free shipping or 24-7 customer support.
• Price: displays up to eight cards of products or services and their respective price.
• Message: allows users to leave a message for your business by tapping your text ad on a mobile device.
• Affiliate Location: displays the location of other stores or locations affiliated with your business.
• Seller Ratings: displays your website’s average star-based customer rating.
• App: displays a link to your business’s mobile app.
Extensions are free to use, and there’s no limit to how many you can include in your text ads. Google recommends adding at least four extensions to text ads, though some advertisers use a half-dozen or more.
To add an extension, access the ad group from your Google Ads interface and click the “Ads & Extension” menu on the left side of the screen. After finding the extension that you’d like to use, click “add.”
Increase Maximum CPC Bid
Increasing your maximum cost-per-click (CPC) bid can also attract more clicks to your text ads. Google determines the placement of text ads using an algorithm that analyzes maximum CPC bid, Quality Score and other factors.
The most powerful factor affecting the placement of your text ads, however, is your maximum CPC bid. Your text ads will generally display at the top of the search results if your maximum CPC bid is higher than your competitors’ maximum CPC bid. High-ranking text ads receive more views and clicks than low-ranking text ads for the same searches, so consider adjusting your maximum CPC bid.
Using the same Google Ads strategy as your competitors is a recipe for failure. It may drive some sales for your website, but it’s not an efficient or effective form of advertising. Instead, focus on creating unique text ads that stand out on Google.
The Most Popular Google Display Ad Sizes
- 250 x 250 – Square
- 200 x 200 – Small Square
- 468 x 60 – Banner
- 728 x 90 – Leaderboard
- 300 x 250 – Inline Rectangle
- 336 x 280 – Large Rectangle
- 120 x 600 – Skyscraper
- 160 x 600 – Wide Skyscraper
- 300 x 600 – Half-Page Ad
- 970 x 90 – Large Leaderboard
- 320 x 50 – Mobile Leaderboard