According to Google, text ads should be specific, relevant, attractive, and empowering in order to be successful. When writing a text ad, it is imperative that the ad is easily understood and includes a call-to-action that prompts the potential consumer to take the next step. The more relevant and user-friendly your ad is, the more likely Google is to award it a higher Quality Score and Ad Rank, allowing your ad to possibly be viewed more often and clicked on at a lower cost.
What Needs to be Considered When Creating Ad Copy?
Part of what makes ad copy so difficult to create are Google’s editorial and professional requirements. They are a necessary evil by requiring the ads to be clear and concise but limiting the methods and character amount allowed to get the message across. Here are a few of their most important requirements:
- The headline is limited to 25 characters while description line 1, description line 2, and the display URL are limited to only 35 characters.
- Any competitive claims made within the ad must be supported.
- Proper grammar and spelling is always a must, and only one of each type of “special” character is allowed per ad. For example, only one exclamation point is needed to get the point of the ad across or emphasize the call-to-action. Anything else could seem cheesy or unprofessional.
Essentially, these ad copy rules are in place to help the brand’s integrity, user experience, and Google’s usability.
What Makes Ad Copy Most Effective?
Ad copy needs to motivate the user to click on the ad by using attractive content, relevant keywords, and a call-to-action. Proper grammar and punctuation give the ad more credibility, as well. The ad copy also needs to directly relate to the content on the landing page that the ad directs the user to. Google has all of these rules because they want their users to have a positive user experience and find the information, products, or services that they are searching for so they continue to use their search engine. To maintain positive user experience, Google assigns each ad a Quality Score.
What is a Quality Score?
Google defines a Quality Score as “an estimate of the quality of your ads and landing pages triggered by that keyword.” The factors that contribute to a Quality Score are your expected click through rate (CTR), ad relevance, landing page experience, and keyword bid strategy. However, a Quality Score does not take into account real-time auctions factors. The factors considered within the search auction are accounted for by what is known as the Ad Rank.
What is an Ad Rank?
An Ad Rank takes all of the factors of your Quality Score, your bid, and other factors, and assigns your ad another score. This score is what determines whether or not your ad appears when a user submits a search query, and if so, where it is placed on the page. This score is calculated using your bid, expected CTR, ad relevance, and landing page experience.
Why is Ad Quality So Important?
When creating ads, quality should be of high importance. Overall, higher quality ads will lead to better ad positions and lower costs. This makes the user, Google, and the advertiser happy.
How Can You Test & Optimize Your Ads?
To determine which ads are the most effective, it is essential to test them. It is highly recommended that you have more than one ad per ad group in order to compare ad success and learn what is best received within your market. Three to four ads with different messaging and call-to-action within each ad group is the most beneficial to test ad copy.
When the ads have gathered enough statistically relevant information (clicks, impressions, etc.), the PPC manager will be able to make an informed decision as to which ads are best performing and should continue to run. This process should happen often in order to maintain the most effective advertisement strategy and run a successful AdWords campaign.