Below are some specific tips to help you create compelling ad text.
- Create simple, enticing ads.
What makes your product or service stand out from your competitors? Highlight these key differentiating points in your ad. Be sure to describe any unique features or promotions you offer.
- Include prices and promotions.
The more information about your product that a user can gain from your ad text, the better. For example, if a user sees the price of a product and still clicks the ad, you know they’re interested in a potential purchase at that price. If they don’t like the price, they won’t click your ad, and you save yourself the cost of that click.
- Use a strong call-to-action.
- Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are Buy, Purchase, Call today, Order, Browse, Sign up, and Get a quote; while “find” and “search” may be accurate verbs, they imply that the user is still in the research mode, and may not encourage the user to perform the action you’d most like them to take.
- Include one of your keywords in your ad text.
Find the best performing keyword in your ad group and include it in your ad text, especially in the title. Whenever a user types that keyword and sees your ad, the keyword phrase will appear in bold font within your ad on Google. This helps draw the user’s attention to your ad and shows users that your ad relates to their search.
Static image ads can be formatted in .gif, .jpg and .png. Animated image ads can be formatted in .gif or Flash. The file size limit of an image ad is 50 KB.
Image ads can be in the following sizes:
- 250 x 250 Square
- 200 x 200 Small Square
- 468 x 60 Banner
- 728 x 90 Leaderboard
- 300 x 250 Inline Rectangle
- 336 x 280 Large Rectangle
- 120 x 600 Skyscraper
- 160 x 600 Wide Skyscraper
- Use a compelling call to action such as “learn more,” “buy now,” or “visit us today.”
- Prominently show your display URL which typically contains a company’s name, is a major component of a text ad. You have more room in an image ad, so don’t be afraid to use your brand or logo as well.
- Include details like prices, delivery details, and relevant special offers.
- Relevance is key. Make sure your ads lead to a relevant landing page.
- By using negative keywords or exclusions, you can prevent your ads from showing up alongside content that may not fit with your specific marketing objectives. This helps to keep your ad placement as targeted as possible and to reach your desired audience.
To ensure that we’re able to display your mobile ad and site to users, your destination site must be written in a supported mobile markup language. We currently support the following markup languages:
wml (WAP 1.x)
xhtml (WAP 2.0)
chtml (imode, etc.)
Display ads contain a mix of content types such as text, Flash, video, or images.
- Keyword-targeted ads can appear on search and Display Network pages in the Google Network. Google uses search targeting to match keywords to search terms on search sites. For Display Network pages, Google uses contextual targeting to match keywords to webpage content (these are called “automatic placements”).
- Placement-targeted ads can appear only on pages in the Display Network. You choose a specific audience and site, or a portion of a site, to target (these are called “managed placements”). If the ad group also has keywords, the keywords and placements will work together to determine where ads should appear. Keywords will continue to match your ads to placements through contextual targeting, and you can add your own placements to bid more when your ad appears on certain sites or to limit your ad to appearing only on the placements you target.
- Google displays ads across the Search and Display Networks based on relevancy. Quality Score is calculated separately for the Search Network and Display Network, so advertising performance on the Display Network won’t affect your Quality Score on the Search Network and vice versa.
- The appearance of your ads may vary slightly among Google Network sites to match the look and feel of different web pages. Google automatically formats your ads for you. AdWords ads are always clearly labeled as advertising-related links.
- Text ads can appear on search pages and on Display Network pages. Ads that contain graphics (like image ads and video ads) can only appear on Display Network pages.
- Opting in and out: Device platform targeting is applied at the campaign level. You can opt your campaign in and out of targeting either device platform from the Settings tab of any campaign. However, a campaign must be opted for showing on at least one device platform.
- Google Network: Campaigns opted into targeting iPhones and similar mobile devices are eligible to show text ads on Google web search. Text and image ads will be eligible to show on the Network if your campaign also opts into that network.
- Quality Score: Quality Score has calculated the same way for both of the device platform targeting options.
- Performance statistics: If your campaign is targeting both device platforms, aggregated performance statistics will be shown in your campaign. If you’d like to see performance statistics broken out by device platform type, we suggest creating two separate, identical campaigns and targeting them to different device platforms.
- Mobile ads: Device platform targeting has no bearing on mobile format ads, which show ads on standard mobile phones that use mobile (WAP) browsers. If you have mobile ads in your campaign, they will continue to show as usual, regardless of the device platforms your campaign is targeting.
- A bid is an amount you’re willing to pay per click, per thousand impressions, or per acquisition.
- Ranking on the Search Network:
Ads are ranked on search pages based on a combination of the matched keyword’s CPC bid and Quality Score. Quality Score is determined by the keyword’s clickthrough rate (CTR) on Google, the relevance of ad text, historical keyword performance, landing page, and other relevancy factors. Having relevant keywords and ad text, a high CPC bid, and a strong CTR will result in a higher position for your ad.
- Ranking on the Search Network:
- Ranking on the Display Network:
Ads are ranked on Display Network pages based on the ad group default bid (when there aren’t more specific bids that apply), the ad’s past performance on this and similar sites, and the landing page quality. However, if you’ve set a Display Network bid or a bid for a specific placement, these will overrule the ad group default bid when your ad runs on the Display Network or the placement you’ve selected. These more specific bids affect your ad rank, so you might consider increasing bids for placements on which you’d like to rank higher.
Note that when CPC and CPM ads compete with each other in the same Display Network auction, the AdWords system uses a system of effective CPM, or eCPM, to compare and rank the ads. For cost-per-click (CPC) ads, the AdWords dynamic ranking system considers the bid, clickthrough rate (CTR), and other relevance factors. The resulting number is the ad’s eCPM, or effective cost per 1000 impressions.
CPM ads are ranked for display according to their CPM bid, competing with other CPM ads and with CPC ads. A CPM ad always occupies the entire ad space, with either an image ad or other multimedia ad, or an expanded text ad. For this reason, you might wish to bid higher for CPM ads than you would for CPC ads.
Google’s patented PageRank algorithm. The more relevant a search result, the higher it will be ranked. Learn more about how Google search results are ranked.
the most important factor in relevance is the ad’s quality, which we measure with a metric called “Quality Score.” The higher your Quality Score, the higher your ad will be ranked and the lower your costs will be.
Quality Score is based on your keyword’s click-through rate (CTR); the relevance of your ad text, keyword, and landing page; and several other factors.
A Quality Score is calculated every time your keyword matches a search query — that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways, including influencing your keywords’ actual cost-per-clicks (CPCs) and ad position.
Landing page quality is influenced by the usefulness and relevance of information provided on the page, ease of navigation, load time, how many links are on the page, and more.
You can use negative keywords for a number of reasons:
- Filter out different products or services: For example, a real estate agent who is focused on selling homes may wish to include not only the negative keywords rent and renting, but also use the Keyword Tool to find ideas for variations such as rents, rental, and rentals to use as additional negative keywords.
- Filter out irrelevant searches: For example, an advertiser may discover that the name of one of his products also happens to be the name of a musical group. In this case, it’s a good idea to include negative keywords such as music, band, concert, ticket, lyric, album, mp3, and the pluralized versions of these words.
- Filter for serious buyers: Advertisers hoping to make sales may want to filter out research-oriented searches by adding negative keywords like review, rate, rating, compare, comparing, comparison, and the pluralized versions of these words.
Use the Edit Campaign Negative Keywords tool to add negative keywords to an entire campaign at once.