Google Ads is the most used platform on the Google network to create advertising ads. It is a web positioning tool via SEM that this search engine offers us, to connect quickly and effectively with our potential buyers. If Google is the search engine most used by Internet users, why not take advantage of that reach and create ads that are positioned among the first results? Around this, Google Ads handles different types of ads and formats, such as:
- Text ads.
- Shopping ads.
- Ads accompanied with images and videos.
- Ads in applications.
- Native ads.
Although you can create ads for Google Ads campaigns in all these formats, the platform initially ventured only with text ads, that is, those that only include words and links. Below, we will delve deeper into these ads, understanding what they are about and what are the correct ways to create one.
What are text ads?
Better known as “text ads”, Google Ads text ads are paid advertisements found exclusively on Google Search, that is, in the results that appear when doing a search on Google. It is the simplest online ad offered by Google Ads and is made up of three main elements:
Title or headline
The title is the phrase that identifies your Google Ads campaign. It is recommended that you use some of your keywords within your headline, in this way, you connect your content offer directly with the keywords that people use to find information related to your products and/or services.
It should be noted that the first thing people notice when doing a search on Google is the title or headline of the results that appear. Google Ads allows you to create titles of up to 30 characters. Design a fresh, short and attractive title that adequately represents your campaign.
URL
The URL shows the link of the web page that people will access when they click on your ad. This can direct your potential clients to your main page or to a landing page that you choose with the aim of monetizing your ad to the maximum.
Description
Google Ads ads are characterized by having brief descriptions that should not exceed 90 characters. In them, you must include details about what people will find when they enter the ad. If it is a product and/or service, you must specify what benefits and advantages it has.
On the other hand, it is also advisable to use a call to action, also known as call to action, that you want the client to carry out through an advertisement. If your business is an online store, your description could include phrases like “Buy now” or “Check out our offers.” If you offer a service, we recommend that you use phrases like “Get a quote online” or “See our price list.”
Other tips for creating an effective text ad for Google Ads are:
- Highlight what makes you unique: Describe in your ad all those qualities that make your value proposition unique and different. The goal is to use your text ad as a sales and customer acquisition tool. Why should they buy from you? How is your product, service and/or content offer different from others?
- Add prices, promotions and exclusive offers: It is very important that your ad makes clear the prices and promotions inherent to your products and/or services. Let the customer know the details that will improve their experience when entering the ad and all the benefits they can have if they click on it.
- Adapt the ad to your website: Make sure that the products and/or services you mentioned in your ad also appear on your website. If visitors do not find what they expect when accessing your site, there is a high probability that they will abandon it because they feel deceived through false advertising. Try to be as contextual as possible so that your visitors don’t feel uncomfortable finding inconsistencies between the ad and the landing page.
- Use your keywords at all times: Although we have already mentioned the importance of keywords in the title or headline of your ad, it is also important that you include those keywords that people use to find you on Google within your description and if possible inside URL. In this way, you will capture the attention of those users who are looking for content related to your business. In addition, it is a good way to show that your ad connects perfectly with what they are looking for.
In short, for your Google Ads text ads to be effective, they must be specific, actionable and relevant. That is, they must be written in a creative way that draws the attention of your brand’s potential clients and is quite specific with what people will find when they enter the ad.
