Create a new text ad

Our text ads look similar to classified ads - they have a headline as well as a couple of lines for details. But AdWords text ads have an added benefit: a clickable link to your website. So, when your AdWords text ad appears next to search results and on other websites that partner with Google, customers can connect directly with your business.

Here's an example of a text ad on the Search Network:

Text Ad

Bear in mind that text ads might look different on the Display Network.

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Follow steps in your account

Click this link to go to your account and see a guided tour that walks you through each step to create a new text ad. Show me how Or, you can read the instructions below.

How to create a new text ad

  • Select the campaign and ad group that you'd like to add your new text ad to.
  • Then, enter a headline, short description, Display URL and Destination URL. As you type, your ad will appear instantly in the Ad preview.

    Note

    Here are a few things to bear in mind:

    • Your new ad will be eligible to appear on all types of devices: desktop and laptop computers, tablets and mobile devices.
    • If you're adding an additional ad to an ad group, you'll have the option to create a mobile-optimised ad – a headline, text, display URL and destination URL that are tailored for customers viewing your ad on mobile devices. To do so, select the "Mobile" checkbox next to the "Device preference" setting.
  • When you're satisfied with your new text ad, click Save ad.
  • Show me how

    Note

    Before your saved ad starts showing to customers, we review its content and formatting to make sure that they meet our advertising policies.

    Tip

    Experiment with several versions of your message to see which works best with potential customers. If you have more than one ad in an ad group, your ads will take turns showing. By comparing the performance of your different ads, you can find out which message your customers find most compelling. For example, see which ad has the highest click-through rate (CTR) and then improve those ads with the lowest CTR. We suggest testing between two and four ads per ad group at any one time.

    How text ads work

    In a single enhanced campaign, you can show different ads to your customers, depending on what device they're using or when they're searching for you. For example, you can create a mobile-optimised text ad, which is an ad for which you've set the "Device preference" setting to "Mobile", that's tailored to customers using mobile devices.

    How standard text ads and mobile-optimised text ads work

    Let’s say that your ad group contains both a standard text ad and a mobile-optimised text ad. On mobile devices, your mobile-optimised text ad will be given preference over standard text ads. On desktop or laptop computers and tablets, your standard text ad will be given preference over mobile-optimised text ads.

    It's important to note that if your ad group contains only mobile-optimised text ads (which we don’t recommend), those ads may appear on desktop or laptop computers as well as tablets.

    A mobile-optimised ad will only be given preference over other ads of the same type. Text ads, Dynamic Search Ads, Product Listing Ads, specialised-searched ads, WAP mobile ads and ads that can run only on the Display Network are considered different ad types.

    Here's an example to give you an idea of when we'll show standard ads versus mobile-optimised ones.

    Example

    In a campaign promoting your Brighton women's clothing boutique on both the Search and Display Networks, you have an ad group with the following types of ads:

    • Standard text ad promoting your online shop
    • Mobile-optimised text ad promoting your shop front
    • Standard image ad showcasing your clothes

    If Google determines that an image ad should be shown to a customer browsing a Display Network site on her mobile phone, then your standard image ad will be shown. Your mobile-optimised text ad won't be shown because text ads and image ads are different types of ads.

    Using ads from the shared library

    For enhanced campaigns, if you use the same ad or ads in different ad groups, you can save time by using shared ads. Simply create a central list with either one text ad or multiple ads, and then add it to the ad groups that need it. If you need to change the ad later, just edit the shared ad once and we'll automatically update it in all the ad groups that are using it.

    We recommend that you use this feature for ad groups that use ads with identical text. If you’re using a different ad in each ad group, tailored to the keywords, then you’ll want to continue using the tailored ad. Remember, it’s always a good idea to create ads with text that is relevant to the keywords in the ad group.

    How to use shared ads

    Create a shared ad

    1. Select the Campaigns tab.
    2. Click the Shared library link in the left navigation bar.
    3. Click Ads.
    4. Click + List.
    5. Name your ad list and enter a headline, short description, Display URL and Destination URL. As you type, your ad will appear instantly in the Ad preview. Note that your ad will be eligible to appear on all devices: desktop and laptop computers, tablets and mobile phones.
    6. To add your list to one or more ad groups, click the Edit link in the "Add to ad groups" section and select the campaigns and ad groups that you'd like to add your list to.
    7. Click Save.

    Tip

    You can create a mobile-optimised ad with a message, Display URL and Destination URL tailored for mobile devices. To do so, select the "Mobile" checkbox next to the "Device preference" setting.

    Use a shared ad with an ad group

    1. Click the Campaigns tab.
    2. Click the Ads tab.
    3. Click the + Ad drop-down menu and select "Use ads from library".
    4. Select the ad group that you'd like to add your shared ads to. Then, select the shared ad lists that you'd like to use for the ad group.
    5. Click Save ad.

    Modify your shared ads

    Once you're using an ad list, you can share that list with more ad groups, add more ads to the list or make changes to the existing ones. Just be aware that editing an ad is the same as creating a new ad and deleting the old one, which means that your new ad will have to go through our usual approval process. Also, keep in mind that we'll reset your new ad's performance statistics to zero.

    Here's how make changes to your list and ads:

    1. Click the Campaigns tab.
    2. Click the Shared library link in the left navigation bar.
    3. Click Ads and then the name of the list that you'd like to modify.
    4. You'll see your ad list. Click + Ad to add a new ad, click the pencil icon Pencil Icon to edit the ad text of an existing ad or click Delete to remove selected ads. If you're creating a new ad, enter a headline, short description, Display URL and Destination URL.
    5. Click Save ad. Note that your new ad will be eligible to appear on all devices: desktop and laptop computers, tablets and mobile phones.
    6. To share your list with additional ad groups, click Add to ad groups and select the ad groups that you'd like to share the list with. Then click Save.

    Keep in Mind

    If you have a list with multiple ads that's shared across multiple ad groups, changes that you make to the ads will apply to all ad groups sharing the list. Additionally, changes that you make to one ad group will apply to all ads on the list shared with that ad group.

    For example, let's say that you've created an ad list with two ads and the list is shared with two ad groups. You then notice that one of your ads is performing well for one ad group but not the other. If you pause the ad for the poor-performing ad group, you'll pause all ads on the list and not just the ad that isn't performing well. This means that you might consider creating a separate list for each ad group. That way you'll have more control over your ads.

    Pause or resume your ad list

    You can pause your ad list and corresponding ads for any period of time that you'd like, and you can restart your list and ads when you want or delete them.

    Here's how to change the status of your list:

    1. Click the Campaigns tab.
    2. Click the Shared library link in the left navigation bar.
    3. Click Ads and then the name of the list whose status you'd like to change.
    4. Under the "Ad groups sharing this list" section, select the checkbox for the list whose status you'd like to change.
    5. Click the Edit list status drop-down menu and select Pause to pause your ad, Enable to resume your ad, or Delete to delete it. Note that changes you make to your ad list will apply to all ad groups sharing the list.

    Next steps