Mobile Advertising assessment study guide

Create ad text that appeals to users across devices


People use Google across different devices. This guide to ads in Google Ads will help you factor in this cross-device behaviour.

Create ad text that appeals to users across devices

We’ve found that a compelling call to action on one device tends to be compelling on other devices as well. Your ad text should highlight why you have what a user is looking for. Find what’s most compelling about your business and build your ads around that insight.

 

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Here’s an important consideration: tie creatives to your keywords. You want to indicate that you have what someone is looking for by speaking directly to their search term.

Customising the experience for mobile users can still be a good thing, though. Direct them to pages of your site that deliver a great experience through mobile-specific URLs. And if you know about any calls to action or offers that work particularly well on mobile devices, take advantage of ad customisers to speak directly to mobile users.

Be mindful of your character limits

You have three 30-character headlines, two 90-character descriptions, and two 15-character URL path fields. Use that space creatively. Include deeper messaging that focuses on what you and your users care about. Longer headlines increase the clickable space of your text ads, but try to create headlines that are a variety of lengths. You might find that shorter headlines perform better for people already searching for your brand. And it’s more likely that you’ll show all three possible headlines if a headline or two are shorter than the limits. Test what works for your account along with different types of keywords within your account.

Don’t underestimate the value of your path fields. The URL that’s visible in a text ad is an important indication of where a user should expect to end up. Adding descriptive path fields gives a user confidence that she’ll find what she’s looking for when she arrives at your site.

Note

Your URL paths don’t have to match the exact language that is present in your final URL. The URL paths should simply be relevant content to help the user understand what to expect from your landing page.

 

Tip

When you’re creating campaigns on the Google Display Network, add an image to make your ads more appealing. You can reach a larger audience on the GDN using responsive display ads that combine text with a required marketing image of your choice. Responsive display ads tend to drive better results and maximise your ROI.

Focus on your headlines

Your headlines are the clickable space on your text ads. What you put into that space will be a big indicator of how enticing your ad text is – big blue headlines are more prominent than your description text. The content and quality of your headlines matters and will determine how well your ads perform.

Your headlines should receive the majority of your testing attention. As you go about instituting and testing your ads, focus on writing the best headline possible. Implementing great headlines has the most potential to make a big difference to performance.

Three headlines being present in your ads gives you an additional thing to consider: your line break. Generally, mobile headlines will have a line break in them, while desktop ads will not. In every case there will be a pipe between headlines.

A flexible headline can be appealing on all types of devices. You can’t create a set of headlines that relies on a line break, as there’s no guarantee where that line will actually break.

Tip

Capitalisation doesn't typically affect the performance of your headlines, so decide what looks best for you and your brand. You should plan on capitalising the first word of each headline, though. Responsive search ads can serve your headlines in any order and it’s best to lead off with a capitalised word.

Three headline fields raise another question about ad text – where should you place your call to action? It’s a great question, and exactly the type of thing that you should test as you optimise your creatives. If you’re taking advantage of responsive search ads you don’t have to worry about that. Add great options for your headlines and let the system decide the ideal order. Keep in mind, though, that you should include any sensitive or mandatory info in headline 1, headline 2, or description 1. Your third headline or second description might not always show.

Note

Be sure to check out our headline policies

 

Ready to create expanded text ads? Get started now.

 

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