Creating a Google campaign requires an active creative strategy in both the details and the overall picture. Considering that many organizations only have one person managing their entire Google Ads account, the task at hand can be incredibly daunting.
Both rookies and veterans of the Google Ad game have been impacted by recent changes to the Google Ad Grant policy, and if you are looking at the blank slate that is a new ad wondering, “what the heck do I write into each section?” know that you are not alone.
The best thing to do in this situation is take a step back, and really try to understand what each section is, and what the best possible content for it might be.
This is simply the landing page for the ad. This is where you hope people are directed whenever they click on the ad. It is important that you bring the people who click on the ad somewhere relevant to the information advertised. For example, if the ad is centered around the products you sell, then it is essential to bring people directly to the page with these products or they are more likely to leave your site without even looking further.
This is the most important headline you will show. You will notice that as you go to add more ads, this one will remain unless you choose to change it. This should be a Headline that Grabs attention, but can work with any following headlines that you choose to add after.
This headline is designed to back up whatever you said in the first headline. This one should be changed for each ad, however, it should always fit with the first headline to better establish what is being said.
In case it wasn’t hard enough to think of two essential things to say in 30 characters, there is now an option to add a third, and not adding a third can drastically impact your ad’s visibility. However, this extra headline may not always show. Because of this, you should not use this section to share essential information. Instead, we tend to recommend that the information in this section adds more information to the first and second headline. Most of the time, this is the section where we put the organization name, as it adds relevance and value to the ad without actually being essential initial information.
This is possibly one of the most confusing changes Google has made to the ad writing process, particularly, if the person writing the ad is a marketing specialist instead of a computer programmer. When deciding what 15-characters belong in the 2 paths, it is essential to note that though it looks like a clickable link, customers will not actually be able to click it. Instead, this is used to better help customers know what they are clicking on. We recommend adding two of your most relevant keywords to this section.
Now we finally get to the centerpiece of the ad. This is where you finally get more than 30 characters to really convince people to click. However, unlike typical marketing, you are not only worrying about whether or not you can grab attention, but you also must grab Google’s attention in order to ensure your ad even shows. Google Ads are completely run by algorithms programmed to determine whether or not your ads are relevant to the searches conducted. Because of this, website content is essential, and it is even more essential that your description effectively represents this content and the keywords used.
There are two strategies that we have found works best to ensure more exposure, depending on how much content exists on the landing page. In the case of a home or information page, it is typically more helpful to directly copy and paste small blurbs of content from the website.
In a case of a shop or upcoming events page that might offer little content, but many clickable options, it tends to be better to simply list what you might have to offer.
Because in this example we are advertising donor lists for purchase, we chose to utilize the second strategy for this particular ad.
Like Headline Three, description two is relatively new to the ad writing process, and it also may not show. Because of this, it is not encourage to put any essential information, or to continue a sentence that you didn’t finish is description one, because it can cause the ad to appear choppy and unprofessional. Instead use this section to paraphrase description one, or use the effective “call to action.” Google and web surfers both respond well to the call to action, and if you did not already use it in the first description, this would be the perfect opportunity to do so.
Every organization is different, and therefore the structure of every ad should be a little different, but no matter what might work best for your unique mission, it is essential to first understand each section of the ad and what is expected of it.
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