Getting viewers to click on your text ads is easier when you follow these tips
Online advertisements are a topic of discussion these days, not just because of their effectiveness, but also because of changes that are taking place within the industry.
For starters, did you notice that Google recently changed its “Sponsored Links” section of its website to simply “Ads”? This alone has stirred the pot of curiosity and has pundits and bloggers speculating reasons as to why this move was made.
When it comes to the text ad itself, I have supplied some information below that will help you create better text ads. You might be thinking, “How hard can it be to create such a short, simple text ad?” Although the text ads may be short and apparently simple, there are components that people do not think about. These components are often times found on Google’s side of the relationship. Neglecting to pay attention to Google’s requirements for text ads may leave you with a low Quality Score and a poorly performing text ad.
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3 tips for writing text ads
Text ad tip #1 – Display URL is essential: For successful text ads, the root domain has to be the same as the domain the link goes to.
When writing display URLs that have multiple words in them, make sure to capitalize the first letter of each new word. This will help viewers understand where they will be going and the content that will be found there.
Furthermore, if you want to say something like “The Best Coffee Retailer in the US”, the content has to be substantiated by an actual, reputable source. If you attempt to create a text ad that says an absolute about your company being the best or an award winner, and the content is not awarded from an outside source, Google will not accept your text ad.
Text ad tip #2 – Relevancy of keywords: All words in a text ad have to be relevant, not just your keywords. If you include a word that Google deems relevant to other topics, your ad could be shown in completely unrelated searches. This could mean a loss of money for your company.
To assure you are using only relevant keywords, try Google Sets. This website will allow you to find related words to your topics.
Text ad tip #3 – Abbreviations – Be very careful when creating abbreviations in your text ads as they can be confusing to viewers. The abbreviation “MD” can mean Maryland, or it can mean medical doctor. If you aren’t careful with these abbreviations, your text ads may end up showing for the wrong search queries.
Google text ads may be small in content, but they have a lot of nuances to them that can make or break a campaign. To learn the best ways of creating text ads, join Peter A. Schaible and Don Nicholas for our Writing Killer Text Ads webinar on November 23rd.
