Creative That Clicks
Set up your expanded text ads for success
A wonderfully written ad is only one component of the ad unit that competes in the auction. There are several steps you can take to give your expanded text ads the best possible chance at success.
Implement all ad extensions that make sense for your business, trying for at least four
Ad extensions make your ads more prominent and appealing for users, and they’re all designed to compliment your text ads. Many ad extensions, such as location extensions, call extensions and app install extensions help improve the experience for consumers on mobile.
Multiple extensions can show with your ads, so enable everything that makes sense for your business. Ads with multiple extensions often perform better than ads with only one extension. Identify which extensions work for your business and implement them. The best combination of these extensions is automatically determined on an auction-by-auction basis. Try to enable at least four extensions when possible – the more extension combinations you have available at each auction, the better chance you have at success.
Update your ad extensions to avoid overlap with expanded text ads
Overlap between extensions and ad text is definitely something that you should consider. As you rewrite your ad text for expanded text ads, you’ll most likely be able to include additional benefits that didn’t fit when you had fewer characters to work with.
Extensions that repeat what you already say in your ad text won’t serve. In order to prevent that, ensure that your extensions have fresh, differentiated content. You should also feel free to add additional extensions when possible, such as with callouts and sitelinks. That way you won’t need to worry about whether those extensions duplicate existing ads, as the system will try to de-duplicate content on your behalf and cycle in extensions that offer something new to users.
Aside from those considerations, the best practices for managing ad extensions are unchanged.
Use keyword insertion and ad customisers if you have a lot of ads to maintain
As you create new ads, you can also create a system that makes future maintenance of those ads as streamlined as possible.
Keyword insertion is an AdWords feature that dynamically updates your ad text to include one of your keywords when it matches a user’s search. Keyword insertion is best used with tightly-themed ad groups, where all keywords are perfectly relevant to the ad. Take care that your dynamic insertions don’t cause grammatical errors, like mixing plural phrasing with a singular keyword.
The ad will include your matched keyword and not the original query that triggered the ad.
Ad customisers let you tailor your ads to a user’s search, making things more compelling. The countdown feature lets your ads dynamically create a genuine sense of urgency. Location customisers let a user know that you offer what they want nearby. In those and many other ways you can make tailored ads that scale across your entire account.
Expanded text ads, with their longer headlines and descriptions, can result in more clicks. If your budgets are near their daily limit, you’ll need to adjust accordingly. Lost impression share due to budget is the fastest way to see what opportunities you’re missing out on.
If your budget is fixed, use this as an opportunity to evaluate if you’re allocating that budget in the right ways across campaigns. If your budget is uncapped, ensure that your campaigns have enough space to accommodate the extra traffic that longer ads can drive for you.
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