One of the central elements of your campaign on Google Ads is the ad itself. Today we will focus on responsive ads.
A quick reminder, a responsive ad looks like a text ad. What changes is the way we create it. To make a responsive ad, we give Google several titles and descriptions, and it is the algorithm that takes care of finding the best text and image combination(s); those that are the most advantageous to you to achieve your goal.
Because Google only gives us a small amount of space dedicated to ad content (3 titles of 30 characters max. and two descriptions of 90 characters max.), it’s essential to maximize this space by implementing good practices.
The goal is prompting a user’s interest with an ad that is relevant, concise and as clear as possible.
By following the steps below, you can:
- decrease the risk that your potential customers clicks on your competitors’ ad.
- decrease the risk of attracting the wrong persona, who ultimately has no interest in your product or service and will have made you spend money unnecessarily.
1. The Importance of Keywords
If you are at the stage of writing your ads, you should have created a clear strategy, your keywords have been carefully chosen and categorized in your ad groups.
These same keywords need to be included in the text of your ads, especially in your titles.
For example, if you buy the keywords “dance classes”, “dance school” and “adult dance”, make sure your ads include these words.
2. The Call-to-Action
The call-to-action is another element to include in the title and description of your ads. It gives the user a clear indication of what to expect in terms of commitment or action to be taken.
Depending on your campaign goals, this can take different forms:
- Contact us
- Download our guide
- Buy now
- Discover our offers
- Learn more
Whatever call-to-action you choose, it’s important that it’s consistent with the call-to-action on your landing page (the page users arrive at when they click on your ad) as well as with your objective.
3. The landing page
You might be asking yourself “How does my landing page influence my ad campaign?”. A landing page has a role to play in the writing of your ads; to increase their quality score and maximize their visibility. But to get that score, you must make sure that the content of your ads repeats that of your landing page.
Why? This will make it all flow together in perfect unison. Your ad will be consistent, the visitor will have a better experience in their purchasing path and Google will add more value to your ads making your visitors more likely to follow through with the desired action.
3. Diversified titles and descriptions
Responsive ads rely on a multitude of titles and descriptions to display ads, therefore it’s important to vary the combinations. You can write up to 15 variations of titles and 4 variations of descriptions.
Within your different title and description boxes, you can vary the message with the following elements:
- Differentiating elements – What do I want to emphasize?
- Key benefits of the product/service
- Problem your product solves / solution it provides
- Credibility elements: testimonials, years of existence, certifications, etc.
5. Ad Extensions
Now that you have your responsive ads figured out, it’s important to think about ad extensions. Extensions are additional information that is displayed below the ads.
Not only do they give your visitors more information about your business, but they also increase the quality score of your ads and improve their visibility. Here are the types of extensions:
- Structured snippet extensions
- Sitelink extension
- Location extensions
- Call extensions
- Affiliate Location extensions
- Lead Form extensions
- Price extensions
- Application extensions
- Promotion extensions
- Image extensions (available under certain conditions)
To learn more about extensions, click here.
Follow these good practices and you’re sure to start off on the right foot when writing your Google Ads.
Remember that trial and error and continuous improvement of your ads will allow you to obtain the best results in the medium to long-term.
If you’re looking to further maximize the performance of your online ad campaigns with a team of experts, we’re here to help.
Union PPC has helped many companies increase their awareness and boost their sales via search engines and social media.
Ready to take the next step? Contact us today!