5.4 Create your ads (25 min.)
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Create ads that appeal to real customers

New Google Ads users are often surprised at just how much a well written search ad can say. You have the opportunity to express a lot about why your business is great. This is the power of Google search marketing and also the challenge of writing great ads.

One search ad can say a lot about your company

Think far more aggressively than just telling people you’re out there.
Your customer is searching on Google because they have a problem. Your ad should show them that you understand their problem and you have their solution. Your knowledge and passion for your business is a very good thing to show in your ads.

25 minutes is actually enough time

This set of instructions (below) can look like a lot more than 25 minutes of work. But, please try to go through the complete exercise of creating at least two ads (with callout extensions) within the 25 minutes.

While you certainly can obsess about one set of ads for days (we have many times) you will be surprised how good a set of ads you can create by following the instructions and going with your first instinct for answers.

If you are sticking to the concept of “one customer need”, then this is a very productive method to get ads done. We’ve seen newcomers create ads this way that are incredibly effective. And then you’ll have all that extra time left over for obsessing.

Here’s the four steps to creating your ads in about 25 minutes

  1. Review the competing ads that Google shows when you search using your keywords as search terms.
  2. Create three or four different phrases for each type of information you might include in your ads.
  3. Match up your phrases to the different parts of your ad layouts.
  4. Create two to four ads using the ads and extensions tab.

Review your competitors’ ads on Google

Your ad doesn’t stand alone. It is viewed by your potential customer on a SERP (Google search engine results page). Before you start writing any ads for your business, you need to see what kinds of ads appear on the SERP for the keywords you are serving. This will provide you with some very good starting points for creating your own ads.

  • There’s a good reason we created the keyword list before creating ads. You can use that keyword list to do searches and review the ads.
  • When you use Google to search using one of your keywords, you will see ads for directly competing businesses. This is very valuable information.
  • What parts of these ads might help your ad? How would you customize them for your business? Do they show phone numbers? How do they “ask for the business”?
  • Copy what you think will work for you. Copy/modify where you think you can improve. Be original and creative where you think it will help you stand out.

Try to think like your customer would. What would you want to see on that page that would be enough to get you to consider buying? Which ad would you try? What’s missing from all of them? What do they all have in common?

Create some ad phrases that you want to use

The best way to start writing ads is to try to write down at least 3-4 different answers for each of the following bullets. Try the shortest version you can think of. Then three more. Think about the ones your competitors use. Or other similar businesses. They are phrases, not sentences. This list of phrases will be a great starting point for actually writing the different parts of your ads.

  • First, your ad has to say who you are and what you do. In general, and relative to the customer need.
  • Second, your ad has to reflect the customer’s need so that they see the immediate relevance to what they asked for. If the customer typed in fast burn care, you better make it clear you heard that.
  • Third, your ad has to stand out from your competition in a way that’s easy to identify in a quick scan down the page. This can be anything that makes you look like the best solution.
  • Fourth, your ad has to say that you are ready, willing, and able to handle the business. Creatively expressing the passion you have for your business can make for very good ads.
  • Fifth, you ad should show any combination of price, discount, history, reviews, brands, awards, features, speed, reliability, etc. that you think are important. Where you are located can be a good thing to feature here.

Match up your ad phrases with the parts of your ads

You have 400 total characters of text to use (your ad is 300 max and the four callouts are 100 total). Try laying out your ads and moving around the messaging between different fields. The order of the information can make a big difference in how the ad performs.

This “matching” of what you want to say with how a search ad lets you say it, is just a good exercise. It isn’t necessary that you do it with precision. Just think about what fits in 3×30 character headlines. Or what you might want to do with the 15 characters of Path 1. The precise matching will happen when you actually write the ads. This is just a good preliminary step to think about what might fit where.

Here are the instructions on each of the fields in your ad layout.
When designing ads for mobile devices, shorter is MUCH better. So any of the information that is listed as optional really is.

  1. Headline 1/2/3: Up to 30 characters each (x3).
    Required. A value in #3 requires a value be present in #1 and #2. This is the big font at the front of the ad. Obviously, this is what is noticed first.
  2. Description Line 1/2: Up to 90 characters each (x2).
    Required. A value in #2 requires a value be present in #1. This is where you can express a pretty long story in one continuous string.
  3. Path 1/2: Up to 15 characters each (x2).
    No spaces or special characters. Optional. This is attached to your website address so it can be used for some short powerful messaging.
  4. Callouts 1/2/3/4: Up to 25 characters each (x4).
    Optional. This is constant (set once) for all four ads. Callouts appear at the bottom or your ad, if you use them. They are a great place to use more generic “feature” type words. Or anything you want to communicate.

You’re ready to create your ads

Let’s go through one of the ad templates on the QuickStart and see how to go about creating your own ad.

  1. Go to the ads and extensions tab where you can view your ads.
    The Ads and Extensions tab is where you input and maintain your ads
  1. Then click one of the four numbered ad tabs. You can use any of the four ad positions.
    There are four tabs for entering your ad information
  1. Now click the edit button so you can edit your ad. Enter some or all of your ad information. You can save it even if it is partially complete.
    Click "edit" so that you can enter or modify your ad information
  1. You can review your ad info when after you click save. Any ad that has sufficient information (headline1, headline2, description1, and URL) will be exported with your campaign. You can tell ads that have sufficient information because they have the checkmark in their tab.
    After you have saved your ads, you can review them for errors
  1. You can see how your ad will look in the review tab. However, you can’t use the review tab until all the parts of your campaign are complete, All of your ads are exported to Editor with the status of active.
    You can review how your ad will appear on the "review" tab

 
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Footnotes:

  • A project can use text ads or call-only ads; but only one type is active at any time. Within one project, you can switch between text ads and call-only ads and both sets of ads will be stored in your project.
  • Call-only ads are covered at length in the next section of the guide. They are different from text ads. Completely different. But we do recommend that you read this section first completely, even if you’re going to create call-only ads.
  • Most ads experts would recommend that you include a “call to action” in your ad. We agree, except we believe you can creatively suggest what the next step might be for the customer. But this is essentially what the “call to action” is all about.
  • The ads tab and the keyword tabs contain buttons that say “clear all”. Please be careful – those buttons work and if you haven’t got those ads and keywords someplace else, you’ll be typing them in again.
  • If you want to use ads or features that are not part of the QuickStart, you can. For ads, that might include sitelinks or structured snippet extensions. While these features are not IN the QuickStart, they are just as easy to use with the QuickStart as they would be without it. Please just chat with us if you would like some help.

 
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