- Text ads are the most popular format for paid advertising.
They're the easiest way to get started
and a fantastic place to experiment
if you're just starting out.
Now, I want to give you some tips
when creating your first campaign.
Just about every platform
is going to have a similar hierarchy
in how advertisements are structured.
You'll create groups of ads that are targeted
to a particular set of keywords or audience attributes.
And it's important that you keep these tightly themed
so that your ads are highly relevant.
If you're selling cases for mobile phones,
you'd want to group ads by phone model
versus having generic ads
targeting every keyword combination of every phone model.
As you go to create your ad,
really think about how to highlight what makes you unique.
What makes you stand out from the competition?
Is it free shipping?
Are you eco-friendly?
Do you hold a special patent?
Let your audience know why you're competitive.
What is the most motivating factor
for your personas to be using your product?
Next, you always want to use a call to action.
Use the description of your ad
to tell people what they can do once they click.
If we're advertising a hotel, we would say book now,
but you might also want to say call today, order now,
browse, sign up, get a quote and so on.
Let people know what the next steps are,
and make sure that your landing page allows them
to immediately take action on whatever it is
you told them they could do.
Also, use sales terms.
If you have prices, promotions, or exclusives,
use that information in your ad copy.
Give your customer information
on how to make a decision.
You might let them know
that you have a limited time discount
or that you're having a 25% off sale today only.
You can also help pre-qualify your traffic
by adding in pricing information.
If a hotel starts at $300 a night,
I would include that information in the ad
because that way, I know that people who can't afford it
won't be clicking.
Finally, experiment.
Create three to four ads for each ad group,
and use different messages for each
to see which performs the best.
Most platforms will automatically rotate your ads
and feature the best performing one more often.
Just remember that everything is an experiment.
If you're not seeing the results you're hoping for,
well, keep trying new approaches.
To really further your education on this topic,
I encourage you to explore the course,
Google Ads Essential Training.