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 behavior.

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 her search term.

Customizing 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 customizers to speak directly to mobile users.

Take full advantage of your character limits

You have two 30-character headlines, one 80-character description line, and two 15-character URL path fields. Use that space. Include messaging that focuses on what you and your users care about. Not only that, longer headlines increase the clickable space of your text ads.


You might find that shorter headlines perform better for people already searching for your brand. 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.


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.



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 ads that combine text with a required marketing image of your choice. Responsive ads tend to drive better results and maximize 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.

Two 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 dash between headline 1 and headline 2.

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. A tablet might see some of headline 2 on a second line, while a desktop device will have it all on one line.

Two headline fields raise another question about ad text - should your call to action be in the first or second headline? It’s a great question, and exactly the type of thing that you should test as you optimize your creatives.


Be sure to check out our headline policies. For example, you can’t add an exclamation point to your second line of text.


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