Google Text Ads – A quick guide

This guide provides an overview of Google Text Ads, including specifications for ad creation, examples of effective ads, and best practices to optimize performance. Learn the essentials of crafting compelling text ads that capture attention and drive user engagement.

What are Text Ads on Google?

Google text ads, also known as Google Search text ads, are text-based advertisements that appear prominently on Google Search Engine Results Pages (SERPs) and across the Google Network, including the Search Network, search partners, and the Display Network. These ads are displayed alongside organic search results and are strategically positioned to catch the attention of users when they search for keywords related to your products or services.

4 Key Components of a Google Text Ad

There are 4 main components to an expanded text ad:

• Headline
• Display URL
• Description text
• Path

You can also add some optional components like ad path and ad extensions as well.

Headline Text

Your Google text ad comprises three headlines, with each headline allowing up to 30 characters.

This section is critical as it’s the first interaction potential customers have with your ad.

The headlines are separated by a vertical pipe (« | ») and may be displayed differently depending on the device used to view your ad. For example, on mobile devices, headlines might wrap to a second line due to screen size limitations. It’s beneficial to include keywords that match what potential customers might search for on Google, as this can help capture their attention.

Display URL

The display URL in your Google text ad, typically shown in green, represents your website’s address.
It combines your final URL’s domain with optional « Path » fields, which provide a clearer sense of where clicking the ad will take users. This helps viewers understand more precisely which page they will land on when they click your ad.

Description text

In the description fields of your Google text ad, emphasize your value proposition to attract users. It’s effective to include a call to action (CTA), specifying the action you desire from your customers. This approach helps directly guide users on what to do next after reading your ad.

Path

Google text ads include two additional « path » fields in the display URL. These paths are optional and don’t change your final URL but offer a space to include keywords or even a call to action (CTA). Importantly, the text in these paths doesn’t have to match the language of your display URL exactly.

How do Google Text Ads Work?

Google text ads operate on a pay-per-click (PPC) model, meaning advertisers pay only when their ad is clicked.
When a search is made on Google, the engine conducts an auction to determine which ads appear and their order based on keyword relevance, ad quality, and bid amount. Winning ads are displayed, and if clicked, lead users to a specific landing page to potentially convert interest into a sale or other action. This makes text ads an effective method for driving targeted traffic to websites.

Why Should You Use Google Text Ads?

Visibility and reach

Text ads on Google provide exceptional visibility due to the millions of daily searches on the platform. This extensive reach can significantly increase website traffic, generate more leads, and enhance conversion rates, leveraging the vast audience that Google attracts.

Targeted advertising

Text ads are highly targeted, allowing you to customize who sees your ads based on criteria like keywords, location, demographics, and even time of day. This targeting ensures that your ads are more likely to reach people interested in your products or services, enhancing the likelihood of a higher return on investment.

Cost-effective

Google text ads are cost-effective due to their pay-per-click (PPC) model, which ensures you only pay when someone clicks on your ad. This makes it an especially affordable option for small businesses or those with limited marketing budgets.

Measurable results

Text ads provide measurable results by offering detailed metrics like clicks, impressions, and conversions. This data enables you to assess the effectiveness of your campaigns and make necessary adjustments to optimize your advertising strategy.

Flexibility

Text ads on Google offer high flexibility, allowing you to quickly adjust ad copy, keywords, and bids. This adaptability enables you to effectively respond to market changes or business needs, helping maintain the relevance and effectiveness of your ads.

Google Text Ads Copy: What to Include and What to Avoid ? 

When creating ad copy for Google Text Ads, it’s crucial to know what elements to include to captivate and engage your audience and what to avoid to prevent alienating them.

To include : 

Key product features

In your Google Text Ads, it’s important to showcase the key features of your product or service that differentiate it from competitors. These could include unique design, superior quality, innovative technology, or exceptional customer service. Focus on the attributes that resonate most with your target audience and align with their needs and preferences.

Overcome objections

In your Google Text Ads copy, it’s essential to address potential customer objections directly. This might include detailing product reliability, offering guarantees, or showcasing positive customer feedback. By proactively tackling these concerns, you can enhance trust and increase the chances of converting leads into sales.

Engaging & Clear Call to Action (CTA)

Every Google Text Ad should feature a compelling and clear call to action (CTA). This CTA motivates users to take the intended step, such as making a purchase, signing up for a newsletter, or downloading a guide. Ensure your CTA is direct, succinct, and conveys urgency. Effective CTAs might include phrases like « Buy Now, » « Sign Up Today, » or « Download Your Free Guide. »

To avoid : 

Google enforces strict guidelines on what content is not permitted in text ad copy. Common issues include editorial errors, misuse of trademarks, inappropriate or sexual content, and again, editorial errors. These rules are designed to maintain a professional and respectful advertising environment.

Best Practices for Crafting Compelling Google Text Ads

Creating compelling text ads involves understanding your audience, delivering a clear message, and using a strategic approach. Here are some best practices to help you craft effective Google text ads: Understand your target audience deeply to tailor messages that resonate, ensure your messaging is clear and straightforward, and apply strategic insights to enhance ad effectiveness.

Understand your audience

Before you start writing your ad copy, it’s crucial to understand who your audience is. What are their needs? What problems are they trying to resolve? What language do they use? The more insights you have about your audience, the better you can tailor your ads to connect with them.

Use relevant keywords

Keywords are crucial for text ads, determining where and when your ads are displayed. Always use keywords relevant to your product or service that your target audience will likely use in their searches. Conducting comprehensive keyword research can help you find relevant terms with high search volume and low competition. Tools like Google Keyword Planner are instrumental in this process.

Write clear and compelling ad copy

In the fast-paced online environment, your ad copy must quickly capture attention. Clearly state what you’re offering and its value, and include a strong, compelling call-to-action (CTA) that encourages users to click. Keep your ad copy concise and focused to effectively communicate your message.

Optimize for mobile devices

When creating your ad, ensure it’s optimized for both desktop and mobile devices. Google Ads provides previews for both formats, so use this feature to adjust and add appropriate extensions for each, enhancing the ad’s effectiveness across devices.

A/B testing

A/B testing is essential for optimizing ad performance. Start by testing two different ads within each ad group, focusing particularly on the headlines, which are crucial elements of your ad copy. Allow the test to run for at least two weeks or until you have gathered sufficient data to make an informed decision. Avoid frequent testing, as it may not provide enough data for meaningful analysis.

Incorporate a dedicated landing page

Ensure that your ad directs users to a dedicated landing page that is highly relevant to what your ad promises. This alignment is crucial for conversions. The landing page should seamlessly extend the message of your ad and offer a positive user experience to maximize conversion potential.

In conclusion, Google text ads are a vital digital marketing tool, providing cost-effective and flexible opportunities for businesses to reach their target audience, increase website traffic, and boost conversions. By mastering the use of this ad type, companies can tap into Google’s extensive network to expand their online presence and meet their marketing objectives.