I’m not going to teach you to suck eggs, but let’s get some
basics out of the way.
You have the following to play with:
Headline – 25 characters
Description Line 1 – 35 characters
Description Line 2 – 35 characters
Display URL – 35 characters
Destination URL – 1024 characters
Headline
This is the most important part of your text ad. It should
feature a top keyword in you ad group to show clear relevance to the users
search query. Consider using the dynamic keyword insertion feature for an even stronger relevance.
Description Lines 1 and 2
This is your opportunity to better describe your offering
and compel the searcher to the action you want them to take next. Use these lines to describe the value
proposition of what you are offering. Be
sure to include keywords and a strong call to action – tell everyone why they
should click on your ad, create a sense of urgency.
Display URL
The Display URL should include a top keyword if at all
possible (i.e. www.company.com/top-keyword)
to further engage with user and to indicate that your site is highly relevant
to their search. This will improve your
click through rate (CTR).
Destination URL
The Destination URL is the actual landing page that users
will reach if they click on your ad. Any
offer that you make in your ad should be easily visible on the landing page so
that the page becomes more relevant to the ad and in turn helps to maximise
your Quality Score.
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