With Google’s new responsive text ads becoming the new standard for their ad campaigns, it’s important to know how to get the most out of them. Writing them is different from the old standard expanded text ads, so in this months’ Vortex Marketing Blog, we will go over some useful best practices to keep in mind when writing responsive text ads!
Use Keyword Rich Headlines
The new responsive text ads allow you to add multiple headlines for your ads, which you should definitely take advantage of! When writing your headlines, have your list of keywords handy, and make sure to include as many as possible. Not only will Google rank your ads as higher quality, reducing your costs, it will make them more attractive to users. When someone does a search and sees their keyword at the beginning of your ad, they are more likely to click on it and convert!
Every Description Should Be a Unique Idea
This idea is similar to the old expanded text ads, but it is useful to reiterate. Responsive text ads allow you to add up to three descriptions, and each description should not rely on another to make sense. Write them with the intent that if only one description were to show up with your ad, the ad itself would still be effective. This means that each ad should include a benefit statement, call to action, and copy that adequately expands on your headlines.
Make Use of Pins
While responsive text ads allow you to supply a variety of headlines and descriptions for Google to reorganize and display automatically, you are able to pin certain headlines and descriptions. Pinned headlines and descriptions will appear on every ad, and will never be substituted out. If there is an important headline or informative description, pin it so that every ad will include it!
Add Some Variety
When writing responsive text ads, it can be easy to add many different headlines that effectively mean the same thing, but use slightly different wording. While more headlines can help fill up the Guidelines bar Google provides, it is far more effective to craft different headlines that are targeted towards different keywords or audiences. Be creative!
By phasing out extended text ads, marketers have been required to learn a new skill set in order to make the most out of the new responsive text ads. However, when it comes down to it, writing successful responsive text ads requires the same kind of thought and creativity as writing successful extended text ads. Hone your marketing skills, and follow these best practices to ensure your ads convert!
Need assistance getting found online? Want to run a Google Ads campaign but don’t know where to start? Contact VortexBusinessSolutions.com or call us today!