- [Instructor] Text ads are the most popular format
for Google ads.
And they're also the easiest way to get started.
Now they're composed of headlines, a display URL,
and then your description.
Now every text ad provides you the opportunity
to include three headlines,
which is where you'll grab the attention of the viewer.
Then you'll have two description fields,
which really lets your customer know the offer
that you're providing and what they'll find on your site.
And then you'll have the URL to your website,
which Google calls the display URL.
And that'll include your website domain followed by
two customizable path fields.
And this will be the link that people see
directly below the headline.
Now by default, Google is going to encourage you
to set up responsive search ads.
And these allow you
to create multiple headlines and descriptions,
which Google will then automatically combine over time
to identify which ad performs the best.
You'll set a minimum of three headlines and a maximum of 15
with a minimum of two descriptions up to a maximum of four.
Okay, so that's all great,
but how do we build these in a way that's very effective?
And for that, I've got a few tips.
The first is to highlight what makes you unique?
What makes you stand out?
What's your unique selling point?
Is it free shipping? Are you eco-friendly?
Do you hold a patent?
You want to let your audience know why you're competitive.
Remember that persona research.
You want to know what is the most motivating factor
for your personas to be using your product or service.
Next, you want to be using a call to action.
Use the descriptions to tell people what they can do
once they click.
In an ad for the Landon Hotel,
we might say book now,
but you can say call today, order now,
browse, sign up, get a quote, and so on.
Let people know what the next step are
and then make sure your landing page allows them
to immediately take action
on whatever it is you told them they could do.
From here you want to use sales terminology.
If you have prices, promotions, or exclusives,
use that information in your ad copy.
Give your customers insights
on how they can make a decision.
You might want to let them know
that you have a limited time discount
or that you're offering a 25% off sale today only.
Now you can also pre-qualify your traffic
by adding in pricing information.
Now, if the Landon Hotel, say, starts at $300 a night,
I can include that in one of the ads
and this way, I know that anyone
who doesn't want to spend $300 a night,
won't click the ad, which will save me money.
Now, from here, you want to be matching your ads
to your keywords.
The biggest motivation to have your ad groups tightly themed
is so that you can include the keywords you're targeting
directly into your ad copy.
If I'm bidding on the search term San Francisco hotel deals,
I want to make sure that hotel deals
appears in the copy of my ad.
First, is because that'll demonstrate ad relevance.
It's what the person searched for.
And therefore it's immediately relevant to them.
But secondly, Google is going to bold the keyword
that shows up in the descriptive text
and that'll draw even more attention to it.
Now, from here, you want to match your ad
to your landing page.
The easier it is for your customers
to find what they're looking for,
the better your results are going to be.
And you don't want to just drive traffic to your homepage.
Make sure they're being directed to a page
that matches what the ad says.
Not only is this beneficial for your customers,
but it also improves your ad rank
for the actual advertisement that you're running.
Now, the closer that you match your landing page to the ad,
the better Google will treat your advertisement.
And also with that landing page, when it's relevant,
people will stay on your site.
You don't want them leaving your website
if they don't find what they expect,
because that will cost you money.
And finally you want to be experimenting.
Create multiple ads for each ad group
or use responsive text ads.
Google ads will automatically favor the best ads
and help you develop and improve your campaigns
as you continue to invest in new ideas.
And remember you always want to be staying on theme.
Keep those ad groups really tightly grouped to a theme.
And there you have it.
Take a minute, sit down, and start building a few text ads.