It's not easy fitting everything you want to say about your business in just a few words. Start by taking a moment to consider what you want to do with your ad. Then use the six guidelines in this article to create an ad that's accurate, to-the-point, and engaging – and hopefully brings you lots of clicks!
Watch this video
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Include at least one of your keywords in your ad text
This can catch the attention of the people who searched for the keyword, and show that your ad is related to what they want. Additionally, the keyword you use will appear in bold in your ad, just like it does in the search results, making it more obvious how relevant your ad is. Let's say you include the keyword digital cameras in your ad's headline, like "Buy Digital Cameras," and a customer searches for digital cameras. Your ad's headline will appear in bold, like "Buy Digital Cameras." Your ad's headline could also appear in bold if a customer searched for buy SLR cameras, like "Buy Digital Cameras," since "buy" and "cameras" match words in the customer's search term. |
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Match your ad to your landing page
Take a look at the page on your website that you're linking to, which is called the landing page. Make sure the promotions or products in your ad are included in that page. If visitors don't find what they expect to see when they reach your site, they might leave. |
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Appeal to customers viewing your ad on a mobile device
When customers are on-the-go, certain information might be more useful to them (like your store location or phone number) or a particular message might grab their attention. If you're running an enhanced campaign, try using call extensions (also known as click-to-call) or location extensions to give customers the information they need to take action while they're on the move. Also, consider creating additional ads tailored for mobile devices, like text that highlights mobile-specific specials or discounts or a mobile-optimized display URL. |
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Experiment
Create three to four ads per ad group, trying out different messages to see which performs the best with your customers. AdWords can automatically show the better-performing ads within an ad group more often. This removes the guesswork and lets you build on what you've learned from your experiments. |
Example
Which ad would you click on if you're searching for an 8 megapixel camera?
| online camera store www.example.com we sell the main brands great prices here | 8 Megapixel Cameras www.example.com 10% off Digital Cameras. Free Delivery. Buy Today! |
Successful text ads tend to contain words that match a person's search and tell them what they can expect when they click on the ad. Notice how the capital letters in the "8 Megapixel Cameras" ad make the words stand out.
Next steps
- Learn how to edit your ad text.
- Read more about enhanced campaigns.
- Enhance your ad using extensions.
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