#30 How to Create Remarkable Digital Ads for Paid Search

How to Create Remarkable Digital Ads for Paid Search ‪@hamburgeracademy973‬
The core components of a paid search ad include up to three headlines, a display URL, and up to three descriptions.
The anatomy of a paid search ad. Google gives you 30 characters for each headline and 90 characters for each of your
descriptions. Headlines, shown in blue, are separated out by the vertical pipe ("|"). Display URL, shown in green, can be
a customized version of the destination URL. Description, shown in black, highlight details about your product or service
and serve as a CTA.
Pro tip: The organization of your search ad components will vary depending on the device they are being viewed on.
Keep this in mind when writing your copy.
For search ads, Google recommends best practices to follow that fall under two categories: ad copy and ad experience.
Successful marketers need to deliver the right messaging for the right moment. Better copy and visuals improve the
relevance your ad has to your target audience and will drive more qualified clicks.
To write the best ad copy:
• Include your keywords in your ad.
• Use specific language that matches the way your target audience speaks.
• Include a clear and direct call-to-action.
• Give people answers to their problems rather than posing questions.
To create the best ad experience:
• Include all ad extensions that make sense for your business (Google recommends at least three).
• Think about how your ad makes sense for users across devices (and create separate ad campaigns as needed).
• Align your landing page to the copy of your ad.
This search ad for Rover, a dog walking and care company, does a great job of taking the intent of the people searching
for their service into consideration. In this example, the search ad appears for the search term “dog walking services”
when searching from Cambridge, MA on a cellphone. The ad itself covers all of Google’s best practices. It includes a
variation of the search term “dog walkers” in the ad copy and it even calls out the location as Cambridge. The ad has
multiple ad extensions which offer even more information about Rover, and the landing page experience aligns with the
intent of the search — it allows you to immediately search for dog walkers in your location.
While your bid plays a large role in determining whether or not your ad is served for a given keywords, Google also uses
something called “quality score” in making this decision.
Quality score: an algorithm that scores each of your ads for relevancy. It looks at how closely your keyword relates to
your ad and how closely your ad relates to your page content to ensure that you’re not buying keywords and directing
traffic to irrelevant pages. Google’s motivation for including quality score is to provide an optimal user experience for
their searchers. It used to be that ad placement was determined solely by bids, but then someone could easily bid on
“toothbrushes” when they were really selling lawn mowers. Google introduced quality score to make sure that the ads
they were displaying were always relevant to the search terms, and to keep their advertisers in check.
Quality score is on a scale of 1 to 10, with 1 being the lowest rating and 10 being the highest. What this means is that if
your competitor bids on a keyword at $5 and has a quality score of 4, and you bid on that same keyword at only $3 but
you have a quality score of 7, Google may give you the top position for the price you bid because your ad is more
relevant. It makes more sense to serve your ad because its higher relevancy makes it more likely that viewers will click
on it, which is better for Google, its searchers, and its advertisers.
Quality score can also help you determine what keywords are cost-efficient for you to use. Let’s say, for example, that
you have a site about fitness tips and you bid on the keyword “nutrition.” Reasons for a low quality score: the content
on your site is not relevant enough to compete in that space, and it’s not a cost-efficient channel for you. If you want to
set yourself up for a successful paid search campaign, show Google how well you can align your keywords, ad copy, and
the landing page experience.
As you can see, there’s a lot that goes into the performance of your social media and search ads. By following Facebook
and Google’s best practices when it comes to your own digital ads, you’ll be set up for success to launch campaigns that
stand out from the crowd and resonate with your target audience.