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Tracking and improving results

Optimizing your ad and landing page

Write ads that appeal to customers

Your ads are the voice of your products and services. The more relevant and engaging they are to your customers, the more likely they'll generate results for you.

5 tips for writing text ads

5 tips for creating effective text ads

To quickly gauge your ad performance, you can sort by clickthrough rate or conversion statistics the same way you might with keywords. This way, you can easily see which ads:

  • Get clicked on most often
  • Generate the most conversions
  • Have the best conversion rates
  • Bring in conversions at the lowest cost

You'll want your ads to appeal to customers and accurately describe what you have to offer. Answer these questions to see if your ads are sending the right message:

1. Does your ad match your keywords?

Consumers tend to be drawn to ads that seem more relevant to their search. So make sure that your ad text (especially the headline) is closely related to your keywords. This can catch the attention of people who searched for those words, and show that your ad is related to what they want.

It's important to group your keywords by theme or product, instead of putting all your keywords in the same ad group. This way, you can write an ad that's directly tailored to that specific theme. And the more closely paired your ads and keywords are, the more likely someone will be interested.

For example, if you're advertising group fitness classes, your ad group might look like this:

Ad: Keywords:
Group Fitness Classes - First 2
Weeks Free
Ad www.example.com
Yoga, Cardio, Strength Training
Available. All Ages Welcome! Book Now.
fitness classes
exercise classes
group fitness classes
group exercise classes

2. Do you have different versions of your ad?

It can be hard to capture everything you want to say about your business in a single text ad. That's why you'll want to write different versions of your ad.

It's a good idea to have 3 to 5 different ads in an ad group. If you have more than one ad in an ad group, AdWords will automatically start showing the better-performing ones by default.

In each ad, try using different headlines or description text. For example, you could experiment with:

  • Trying different headlines or calls-to-action
  • Including certain keywords or brands
  • Including specific prices or promotions

For example, if you were advertising for your gym, you could try ad variations like these:

Join Our Local Gym - Top
Trainers, Great Prices
Ad www.example.com
Fitness Classes and More.
Sign Up for a Free Trial!
Fitness Classes For All -
Top Trainers, Great Prices
Ad www.example.com
Yoga, Cardio, Strength.
Become a Member Today!
Gym Membership - Top
Trainers, Great Prices
Ad www.example.com
Try Us Free for 2 Weeks.
Get in Shape, Have Fun!

3. Are you using a strong call-to-action?

In your ad text, you'll want to encourage customers to perform the action that you want them to take on your site. A strong, clear call-to-action tells customers what they can expect and nudges them toward your desired action.

The more specific your call-to-action (that is, the closer it matches your keywords and landing page), the better your chances of a conversion. By choosing the right action phrase, you'll avoid having to pay for clicks that are less likely to result in business for you.

Kids Soccer Shoes - Huge
Selection At Low Prices
Ad www.example.com
Buy Shoes at 20% Off. Top
Brands Your Kids Will Love!
Free Nationwide Shipping.
Seafood Restaurant -
Locally Sourced, Caught
Fresh
Ad www.example.com
Award-Winning Chef. Great For
Groups And Families.
Reserve a Table Now!
Local Gym - Top Trainers,
Great Prices
Ad www.example.com
Fitness Classes To Fit Your
Schedule. Clean Facilities.
Sign Up for a Free Trial!

4. Are you highlighting a special offer or promotion?

If you have something special to offer, make sure your customers see it. For example, you might be offering a 10% summer discount, an instant rebate, or a free gift with purchase. Calling attention to specific prices or promotions can help influence someone's decision to click on your ad. The more you can set yourself apart from competitors, the more likely you'll appeal to potential customers.

5. Are you using ad extensions?

One way of attracting more customers to your ad is by using ad extensions—a feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links. Adding ad extensions can help improve your ad's visibility and CTR.

Do it now: Create a new text ad

Choose the AdWords experience you're using. Learn more

Previous AdWords experience

Guided tour: Create a text ad

Click the "Guide me" button below to go to your account and be guided through each step to create a new text ad.

Guide me
  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. In the left menu, choose the campaign you'd like to add your new text ad to.
  4. Click the Ads tab.
  5. Click + Ad.
  6. Click Choose... to select the ad group you’d like to add your new text ad to.
  7. Enter a final URL, headline text, description text, and text in the optional “Path” fields. As you type, a mobile and desktop version of your ad will appear instantly in the "Ad preview." 
  8. When you're satisfied with your new text ad, click Save ad.
New AdWords experience
  1. Sign in to your AdWords account.
  2. Expand the All Campaigns navigational panel.
  3. Click the Ads & extensions page menu.
  4. Click the plus button and select the “Text ad” option.
  5. Enter a final URL, headline text, description text, and text in the optional “Path” fields. As you type, a mobile and desktop version of your ad will appear instantly in the "Ad preview." 
  6. When you're satisfied with your new text ad, click Save ad.

Make sure you have the right landing page

Your landing page plays a big part in turning clicks into customers. When someone clicks on your ad, they expect to land on a page that's relevant to what they saw in your ad. If they don't immediately find what they expect, they're more likely to leave.

Answer these questions to see if your landing page is sending the right message to your customers:

1. Does your landing page match your ad and keywords?

Choose a landing page that closely matches your ad and keywords. For example, if your keyword is discount shoes and your ad promises shoes at 20% off, then customers should be able to find and buy shoes at that discounted price on your landing page.

Your landing page should also mirror the call-to-action in your ad text. For example, if your ad encourages customers to sign up for a free tour, then you might prominently feature a sign-up form on your landing page.

Think of it this way: The connection between your ad and landing page is the bridge between a potential customer and a purchase. The stronger they're connected (the more directly relevant they are), the better your chances of a conversion.

2. Is your website mobile-friendly?

Many of your customers will be visiting your website on a mobile device. On a smaller screen, it can be hard for people to find what they want.

See if the speed of your mobile site is costing you customers, and get quick fixes to improve it. Test your site.

Here are just a few ways to build an effective mobile site:

Keep it quick

  • Avoid too much text; use bullet points instead.

  • Compress images into smaller sizes for faster loading on your site.

Make it easy to contact you

  • Minimize the number of steps needed to complete a form or transaction.

  • For phone calls, use a "click-to-call" button that a customer can click to dial you directly.

Use simple navigation

  • Minimize links, rollovers, and scrolling.

  • Have clear menus, and back and home buttons.

3. Is your landing page easy to navigate?

Make it quick and easy for customers to perform the action you want them to take—order your product, call your phone number, or submit an inquiry. Don't make people hunt around for information they might need. Avoid cluttering your site with too many ads or pop-ups.

It's a good idea to put important information towards the top of the page. This way, it'll be immediately visible to customers when they arrive on the page, and they don't have to scroll down to see it.

4. Are you providing useful, unique content?

Try to provide useful, original information on your landing page about whatever you're advertising. Be clear about your product or service and what it does. For example, you might consider adding reviews that show real opinions from other customers.

Do it now: Edit your landing page URL

Choose the AdWords experience you're using. Learn more

Previous AdWords experience
  1. Sign in to your AdWords account.
  2. Click the Campaigns tab.
  3. Click the Ads tab.
  4. To edit your ad, click on its ad text.
  5. Make your changes in the window that appears.

    • Google shows up to 35 characters of your display URL.
    • Your landing page URL can include up to 2048 characters.
    Edit your ad popup
  6. Click Save.

Do this now in your account

New AdWords experience
  1. Sign in to your AdWords account.
  2. From the left page menu, click Ads & extensions.
  3. To edit your ad, click on its ad text.
  4. Make your changes in the window that appears.

    • Google shows up to 35 characters of your display URL.
    • Your landing page URL can include up to 2,048 characters.
  5. Click Save.

Do this now in your account

Nice work! You've completed this guide to tracking and improving your AdWords results. But managing your campaign doesn't stop here. Don't forget to sign in to your account regularly to make sure your campaign is driving business for you.

Want to go deeper? Check out our Tips for tracking and improving online sales.

Still have questions? Contact us for free help from an AdWords expert.

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