Google Ads

    Tips on Creating Successful Google Text Ads

    Google Text Ads seem so simple, but every marketer knows there’s a special formula one must follow to make yours rise above the rest. Especially when you don’t have the option of a big splashy image to help draw someone’s attention. Creating successful text ads comes down to the same factors that go into any ad—understanding the ad unit, getting into your customer’s head, and testing. Below, find tips and how-tos for:

    • Making use of Google Ads Expanded Text Ads
    • Google Text Ad Specs
    • Pro tips for how to write a successful Text Ad
    • How ad extensions can help you get even more out of Text Ads
    • A word of warning on ad templates

    Google Ads Expanded Text Ads 

    Text ads are as extremely lucrative ad unit for Google, and the company wants to encourage marketers to use them in their campaigns as much as possible. But you need to make sure you measure your performance against other ad strategies both within Google and also across other ad networks using an analytics and reporting dashboard like AdStage. Recently, Google made changes to Text Ads so that advertisers have more room to talk to a customer. Those additions include:

    • A third headline: The first two headline fields are required, while the third is optional. The extra headline field allows you to include additional text in your ads. You can use up to 30 characters per headline.
    • A second description
    • Use up to 90 characters for each description

    The expanded Google Text Ads are longer, but Google still helps you make sure they’re mobile-optimized by showing you a preview of your ad in both desktop and mobile format while you’re creating your expanded text ad.

    Google Text Ad Specs

    Headline 1

    30 characters

    Headline 2

    30 characters

    Headline 3 (optional)

    30 characters

    Description 1

    90 characters

    Description 2 (optional)

    90 characters


    Pro tips for how to write successful Google Text Ads

    Highlight what makes you, you

    Why should people come to you over the competitor down the road? These are the features and benefits that should show up in the headlines of your ad. 

    Vary your copy approach

    Instead of touting the same product benefits over and over, figure out a different way to say it that may speak directly to the benefit a customer is looking for. Here are a few classic approaches to consider:

    • Results: How might the customer’s life change after using your product? 
    • Problem: Focus on what the customer is trying to solve for right now in their search. 
    • Past customer approval: People look at ratings because they want something other people have tried and liked. Use a powerful testimonial or mention of 5-star reviews to show off what you’re selling. 
    • Prequalifying: Use specific words to dissuade customers who aren’t the right fit. For example, if you’re selling IPA beer, be sure to put IPA in the ad so stout lovers know not to click. 

    Present your copy in a hierarchy

    The first headline is the most powerful part of the ad. It’s what customers will see and read first and decide from there if they want to keep reading, click now, or move on. Include your most important messaging in the headlines, and fill the descriptions with supportive details and CTAs. 

    Uses prices, promos, and exclusives to encourage sales

    People searching on Google are often in a position to make a buying decision asap. A clear price, promo, or exclusive offer may be the little nudge they need to choose you over the competitor.

    Make it easy for customers to take action

    Clear directions to purchase, call today, order, browse, sign up, or get a quote help customers to navigate the buying process almost without a second thought. Don’t be shy about telling a customer what you want them to do next.

    Leverage your keywords

    Much like sending customers to a landing page that fits the look, feel, tone, and messaging of your ad campaign, you want your Text Ads to mirror a customer’s search. Using your keywords lets a searcher know they’re on the right track to finding what they’re looking for. But make sure your keywords still form a cohesive ad. You don’t want a string of nonsense to be the first thing a potential customer sees. 

    Check for common ad text mistakes

    You should have several levels of approvals for ad copy to make sure nothing incorrect slips through. Google holds ad creators to some high professional and editorial standards. Check your ads for  extra spaces, sTrAnGe CAPITALIZATION, or unclear URLs.

    Use ad extensions to get more out of Google Text Ads

    Extensions expand your ad with additional information. Figure out what your goal is, and add that extension. For example, if you want to make it easy for people to call your business, the Call extension lets you add a phone number or call button to your ads. The Sitelink extension links people directly to specific pages of your website (like “hours” and “order now”).

    Here, Ava’s Flowers is using a sitelink extension to send searchers to its most popular pages: “Send Her Flowers” and “Same Day Delivery.”

    Here’s the full list of what Google offers. For details in each extension, check out Google’s support page

    • Sitelink
    • Callout
    • Structured snippet
    • Call 
    • Message
    • Location
    • Affiliate location
    • Price
    • App
    • Promotion

    A note on Google Text Ads templates

    Don’t use them! Ok, sure you can look up a few for inspiration, but a successful Text Ad should be tailored specifically to your product or service. If you and your 5 competitors are all running ad with “Trust Us. You Don’t Want to Miss Out on Unforgettable, Award-Winning, and Affordable Product.” then no one is going to win the sale. 

    This guide will certainly help you get ahead when it comes to creating successful Google Text Ads, but testing and iterating are what will help you nail it. Make pulling those check-in recurring reports easy with AdStage Report. You can even automate your regular reporting with web-based, PDF, or Excel reports that are refreshed and sent out on a daily, weekly, or monthly schedule.

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    Breanna Lambert

    Breanna has 10+ years’ experience in marketing, though the tides & trends have pushed her almost exclusively into digital. She lives in the hills above Boulder, CO and spends her downtime outside exploring with her husband, son, and pup.