Create effective text ads
Writing effective text ads: five tips
- Highlight what makes you unique: Show customers what makes you stand out from the competition. - Use call to action: Use your descriptions to tell customers what they can do on your site once they click your ad — link them right to where the ad matters. Example: Book Online today! - Selected locations on sale: If you have a sale, make sure they know. Say it right in the ad. - Match your ad to your keywords: What might customers be thinking when searching for your products or services? Include those search words as keywords in your ad text. - Match your ad to your landing page: Ensure your ad takes customers right where they can act on it. The easier it is to find, the more likely they are to purchase.
Consejos para obtener creatividades de calidad en AdWords:
- Optimice la rotación de anuncios para obtener más clics o conversiones. Si lo hace, el sistema podrá publicar el anuncio más adecuado según las circunstancias específicas de cada subasta. - Implemente entre tres y cinco anuncios por cada grupo de anuncios. Cuantos más anuncios contenga un grupo de anuncios, más opciones tendrá de ganar una subasta. - Implemente al menos cuatro extensiones por cada campaña o grupo de anuncios. En cada subasta, su grupo de anuncios usará las extensiones más atractivas. Cuantas más extensiones aptas haya disponibles, más opciones tendrán sus anuncios de satisfacer las necesidades específicas de los usuarios.
Best practice
- Optimize your headlines: Headlines matter...a lot. People are most likely to read the headline of your ad, so even though you have extra room now, you still need to make every word count. Also, when viewed on the search results page, your ad's headline fields are combined using a hyphen, "-". On mobile, the headline may wrap beyond the first line, so consider how this will read to ensure it's a compelling experience. - Think about your mobile audience: People use Google across different devices, so here are some ways to particularly address your mobile audience: Direct users to pages of your site that deliver a great experience through mobile-specific URLs. And if you know about any calls to action or offers that work particularly well on mobile devices, take advantage of ad customizers to speak directly to those mobile users. - Use ad extensions: Including information below your ad, like additional deep links into your website or business location, has been shown to increase your ad's performance. - Improve the landing page experience: When it comes to making that ad super effective, it's not all about what's in the ad itself ...let's not forget about your landing page experience! Landing page experience is AdWords' measure of how well your website gives people who click your ads exactly what they're looking for — quickly and effortlessly. More on exactly how to make this experience better coming up!
Make mobile and computer navigation easy
- Organize and design your page well, so people don't have to hunt around for information. - Make it quick and easy for people to order the product mentioned in your ad. - Avoid pop-ups or other features that interfere with their navigation of your site. - Help customers find what they're looking for by prioritizing above-the-fold content.
Crear anuncios de texto eficaces: prácticas recomendadas de Google
1. Escriba un texto convincente y auténtico para sus anuncios Cree mensajes que destaquen las ventajas para los usuarios Por qué: los usuarios responden a los anuncios que hablan sobre sus necesidades. Asocie las creatividades con sus palabras clave Por qué: los usuarios tienden a interactuar con los anuncios que están más relacionados con lo que buscan. No utilice jerga de ventas genérica, sino llamadas a la acción específicas Por qué: los anuncios con llamadas a la acción genéricas suelen recibir menos interacciones. Ofrezca respuestas y evite preguntas en sus anuncios de texto Por qué: los usuarios acuden a Google para encontrar respuestas. Los anuncios que incluyen preguntas en el título no suelen tener un buen rendimiento. Más información sobre cómo escribir texto convincente y auténtico para tus anuncios 2. Cree texto de anuncio que atraiga a los usuarios en cualquier dispositivo Aproveche al máximo los límites de caracteres Por qué: gracias a los títulos más largos de este tipo de anuncios, hay más espacio donde poder hacer clic, se ofrece más información a los usuarios que hacen búsquedas y los clics que recibes son más cualificados. Cómo empezar: Edite su anuncio de texto para aprovecharlo al máximo. Céntrese en los títulos Por qué: el contenido y la calidad de los títulos importan y son determinantes para los resultados de los anuncios. Más información sobre cómo crear texto del anuncio que resulte atractivo en diferentes dispositivos 3. Configure los anuncios para obtener un buen rendimiento Habilite todas las extensiones de anuncio que sean relevantes para su empresa (cuatro como mínimo) Por qué: los anuncios con varias extensiones suelen funcionar mejor que los anuncios con solo una, ya que añaden información útil para los usuarios y dan notoriedad a su mensaje. Cómo empezar: consulte información sobre las distintas extensiones de anuncio y, a continuación, utilícelas. Utilice la inserción de palabras clave y los personalizadores de anuncios si administra muchos anuncios Por qué: puede adaptar la creatividad a la búsqueda de un usuario y, al mismo tiempo, reducir el tiempo que dedica a administrarla, incluidos los campos de navegación de URL. Cómo empezar: configure la inserción de palabras clave y los personalizadores de anuncios en sus anuncios. Más información sobre cómo obtener resultados con los anuncios 4. Prueba y optimiza las creatividades Pruebe y ensaye con la creatividad del anuncio Por qué: para descubrir las preferencias de los usuarios y mejorar los resultados. Para ello, perfeccione el texto de los anuncios, sobre todo los títulos. Cómo empezar: configure un borrador de campaña y un experimento para probar los cambios en una campaña. Añada entre tres y cinco anuncios por cada grupo de anuncios Por qué: si dispone de varias versiones, tendrá más posibilidades de ganar las subastas. Cómo empezar: cree otro anuncio de texto para disponer de más posibilidades de ganar una subasta. Centre las pruebas en campañas de gran valor Por qué: dé prioridad a las pruebas en los sitios más importantes para maximizar las mejoras obtenidas. Rote sus anuncios para obtener el mayor número posible de clics o conversiones Por qué: los anuncios que se optimizan para generar clics o conversiones pueden mejorar su competitividad en las subastas.
Introduction
A text ad on Google Search is the simplest online ad that AdWords offers.
What would you do?
After brainstorming ideas for your new ad copy, the time has come to decide between these three versions. Which of the following is an example of a great text ad? Advertise with Google Ad adwords.google.com Be seen customers the moment they´re searching for what you offer. Call to sign up today. This is an ideal text ad. There's a clear headline, intriguing descriptive text, and a call to action.
Be fast — decrease your landing page loading time
Make sure your landing page loads quickly once someone clicks on your ad, whether on a computer or mobile device.
The parts of a text ad
Only three parts are required for all text ads: headline, URL, and description. Others are optional. Let's take a closer look. - Headline: Boston´s Besto Bonsais People are most likely to notice your headline text. Consider including at least one of your keywords in the headline to make the ad even more relevant to the customer's search. Details: Two headline fields are available with up to 30 characters each. Look out for how your longer headline — combined via a hyphen — might wrap on mobile devices. - URL: The URL shows your website address. It gives people an idea of where they'll go when they click your ad. If your final URL is www.example.com/store/us/indoorplants, your ad's display URL will show as www.example.com. What about that path field — the "/store/us/indoorplants" at the end of the display URL? Click the next item in this list to find out. - "Path" fields (optional): There are two optional "path" fields, which can hold up to 15 characters. Part of your display URL, they are placed after your website's domain to give readers an idea of the content they'll see upon clicking your ad. For example, if your final URL is www.example.com/store/us/indoorplants, you might want your path text to be "Indoor-Plants" so your ad's display URL would be www.example.com/Indoor-Plants. - Use the description field (up to 80 characters) to highlight unique details about your product or service. Be sure to include keywords that match probable search terms. On mobile, where space is tight, AdWords optimizes your ad to show the highest-performing text.
Make it stick
Remember when we had you choose the best text ad at the beginning of this course? Now that you've learned a bit more, let's try that again. You're creating a new text ad for a wedding card business. Which of the following descriptions would you choose? Wedding Announcement Cards- 40 % Off Sitewide Ad www.exmanple.com/shop/wedding Customizable Wedding Announcements. Free and Fast Delivery. Order Online today. This description is specific, relevant, and provides immediacy, which gives users a strong reason to click on your ad.
Make your site (even more) mobile-friendly
See how your site scores on mobile-friendliness and speed, and find out how to improve it. Test how mobile-friendly your site is with the link in our recap section at the end of this course.
What is a text ad and what does it look like?
Text ads are just that — ads made up of text. They are a simple yet powerful way to get your business in front of customers right when they are searching for products or services like yours on the Google Search Network. Here's an example: Boston´s Best Bonsais Ad www.expample.com Florist And Indoor Plant Nursery. Spruce Up your Desk today!
Five tips to improve landing page experience
You certainly don't want a highly relevant, well-crafted ad that ends up taking a user off to a product or service they weren't looking for! The experience users have after they click on your ad and visit your landing page URL is just as important. It affects your Ad Rank, your cost per click (CPC) and your position in the ad auction. A poor experience may even result in your ads showing less often — or not at all! 1) Offer relevant, useful, and original content Strive to offer useful features or content that are unique to your site. Make your landing page directly relevant to your ad text and keyword: • Be specific when the user wants a particular thing. If someone clicks on an ad for a sports car, they shouldn't wind up on a general "all car models and makes" page. • Be general when the user wants options. If someone's looking to compare digital cameras, they probably don't want to land on a specific model's page. 2) Promote transparency and foster trustworthiness on your site: - Openly share information about your business and clearly state what your business does. - Explain your products or services before asking visitors to fill out forms. - Make it easy for visitors to find your contact information. - If you request personal information from customers, make it clear why you're asking for it and what you'll do with it. - Distinguish sponsored links, like ads, from the rest of your website's content.
