How To

How To Make Google Text Ads

Creating text ads for the first time in the Google Ads platform can be a little intimidating. However, once you work through the many options during initial set-up, get familiar with the interface, complete the preparation work, setting up your ads will be a breeze.  See below for what you will need to do before you create the ads in Google Ads and tips on how to create the strongest ads for day one of your new campaigns!

Perform keyword research.

Google Ads provides the Google Keyword Planner. Knowing how to use this as a keyword research tool is important to your success with text ads. First and foremost, yes, you can and should use this tool to search for keyword phrases that users search for that are related to your business. 

However, once you are inside this tool you will see a plethora of information including suggested bid amounts, how competitive keyword phrases are, ad impression share, average monthly searches, and more. 

Here are the top few questions and metrics you will want to focus in on in Google’s Keyword Planner to make the most of your research:

• How relevant is the keyword to my business? The more relevant, the better. This includes longer keyword phrases.
• How competitive is this keyword? The more competitive, the more expensive the keyword per click most likely.
• How often is this keyword searched? It’s important not to discount a keyword phrase that receives a lower amount of searches. Especially if you are in a niche industry. A lot of long tail keyword phrases have low keyword counts but are known to be high converters (which means the visitor engages on the site).

Implement campaign structure within your Google Ads account.

Ensure you have the structure in place first within Google Ads, so you can implement your text ads. In fact, you cannot create an ad unless you have a campaign structure in place first! If you have not created an ad yet, you may not know what a campaign structure looks like. Let me explain, below.

Each campaign is organized like this:

You can see from this structure that the keywords support the entire above strand of the Campaign, Ad Groups within the Campaign, and Ads.  This is because each campaign is themed out to hold a set of ad groups that all closely relate to each other. The keywords are incorporated within the ads. 

Theming out your campaigns and incorporating your keywords within your ads is what helps your campaigns become very strong from the start.

You can have multiple campaigns or just one!

Here is an example of a campaign, out of many, that has a theme of “high school”:

Optimize the key areas of your ads.

When you implement your campaign structure within the platform and start creating an ad, you’ll realize there are many different parts. When you are first creating your ads make sure you focus on optimizing the most important areas first for keywords. This will make a huge difference in the performance of your ads and your campaigns within the Google Ads platform. The reason why it makes a huge difference is because Google is always on the lookout for quality score for each of your keywords, or in other words, how well each of your ads relates to each of the keyword phrases you would like to show up for. Below are the areas of an ad you should optimize with keywords first!

• Headlines: Ensure at least one of your headlines has one of your keyword phrases. Be careful not to stuff every headline with a keyword. With Google’s responsive ads, you can also A/B test different headlines. Google will determine which headline performs the best for you.
• Display path: Include a keyword phrase within the display path. This is a perfect opportunity not only for Google to see that your landing page is relevant but for visitors too.
• Description: Always be careful not to keyword stuff your ad descriptions. By including your keyword phrase once, you can really boost your quality scores.
• Landing page: Add copy to the page you link your ad to that includes the keyword phrase(s) you would like to show up for.  Landing pages play a big part in quality scores because Google wants to see that you are taking the visitor to a page that is relevant to the ad copy the user saw and clicked on. Remember, copy can be headers in combination with paragraphs!

Create numerous ads and different types of ads.

For one ad group, you may find five or ten different keyword phrases. Therefore, it’s good to create more than one ad. It is also a great idea to create more than one type of ad. 

Within the Google Ads platform, there are text ads and responsive search ads. First, we will talk about the benefit of creating text ads. Then, we will talk about the advantage of responsive search ads!

Text ads are great to have because you can test out one specific keyword. In addition, since this type of ad has a limited number of headlines and descriptions, we know how the exact combination the ad will stay in and how it will appear each time. You can create multiple text ads, however, do not create too many before you look into responsive search ads.

RSAs (Responsive search ads) are a big benefit to have in every campaign and ad group. This is largely because you can create up to fifteen headlines and four descriptions. This allows for numerous keyword phrases to be used. After multiple headlines and descriptions submitted, Google Ads uses machine learning technology overtime to show users the ad combinations that have the best activity from history overtime.

RSAs are the most used ad in the platform. However, if you would really like to create a regular text ad, you still can. It’s just a bit more hidden than it used to be to create it.

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