Are you still worried about the poor results of the Google ads you spent money on?
How to place Google ads?
Why is the advertising I spent money on so ineffective?
How can we improve the effectiveness of advertising?
There are many questions like this, so today I will talk about how to write the best search ads based on Google search ad optimization.
Let me first introduce the five types of ads that Google Ads can deliver: search ads, shopping ads, display ads, video ads, and app promotion ads.
1
Search ads (search):
Ads that are displayed only after users have searched, using advertising slogans or keywords to attract users to click. When users search for keywords, the corresponding text ads will appear in the user's search results. Text ads can be set to appear only in search engines, or they can be set to appear on Ads search alliance websites (i.e. Google's partners) at the same time.
2
Shopping ads:
Advertisements containing product names, pictures, prices and other information are displayed in user search results. It should be noted that advertisers need to set up a Google Merchant Center account and bind it to a Google Ads account before they can place shopping ads.
3
Display ads (display):
Advertisements are displayed to specific target groups or websites set by advertisers. Booth ads can be set as picture ads, Gmail ads, image ads, adaptive ads, etc.
4
Video ads (video):
Ads that show videos across the Google Display Network (which includes 2 million websites and covers more than 90% of Internet users worldwide) or on YouTube.
5
Application promotion advertising (APP):
App promotion ads are designed to attract users to download and use apps. Advertisers only need to provide text, set the ad bid and budget, and make language and geographic settings.
During the advertising process, you should pay special attention to one point: Google Ads will determine your bid based on your bid and account quality. Therefore, optimizing your account is one of the important skills of Google advertising marketing.
How to write your search ads well? Start with the following three points:
1. Write a good expanded text ad
2. Write a good responsive search ad
3. Use the right ad extensions
First, make sure your ad is clear:
1. Write a good enlarged ad
--> Tell users why you are different
-->Highlight favorable information
--> Improve advertising credibility and persuasiveness
It is recommended to add 3-5 expanded text ads to each ad group, and ensure that your copy meets the following requirements:
Finally, remember to check for common text ad errors.
Common text ad errors:
2. Write a good responsive search ad
Responsive search ads can deliver rich text to more relevant users. Over time, multiple titles and descriptions will be tested repeatedly to gradually find the best combination.
--> Make the title more unique:
-->Title contains popular keywords:
-->The more titles, the better the effect:
（1） Highlight what makes the advertiser unique
Free shipping? Great selection? Tell the world about it! Showcase a product, service, or offer that makes the advertiser more competitive.
(2) Includes prices, promotions, and exclusive features
People often use Google Search to help them make decisions. Give them the information they need to make that decision, when it’s needed. If an advertiser is offering a limited-time sale or has an exclusive product, why not use that opportunity to promote it?
（3） Encourage customers to take action
Are you selling a product? Tell them what they can buy. Are you providing a service? Tell them how they can contact you. Use a call to action to clearly state the next action to take, such as "Buy," "Call Now," "Order," "Browse," "Sign Up," or "Request a Quote."
(4) Contain at least one keyword
Keywords in ad text can reflect the relevance between the advertiser's ad and the product/service that the user expects. For example, if the advertiser has specified "digital camera" as a keyword, "Buy digital camera" can be used as the ad title.
3. Use the right ad extensions
There are three required extension types:
(1) Direct users to specific pages by adding additional links:
(2) By adding additional promotions, such as "free shipping", users are attracted to convert:
(3) The difference between adding additional links and additional promotions:
To set up a successful search campaign, it’s best to follow these three strategies:
(1) Create at least 3 ads for each ad group and optimize the display of these ads. When each ad group contains at least 3 ads, the system will select the ad that is most relevant to the query. Therefore, Google will display the ad that is expected to be most likely to bring you the click or conversion that the advertiser wants.
(2) Increase the visibility of your ads by adding more additional information. Using ad extensions will make your ads more eye-catching and allow customers to learn more about the advertiser's business, products, or services before clicking. Additional information can improve ad effectiveness and quality.
(3) Review ad performance and make improvements. If advertisers want to be more competitive in ad auctions and get more impressions, they should improve ad quality or increase their budget or bid.
And to build good account organization, be sure to create very specific ad groups. For example, an advertiser who wants to sell gourmet food might create different ad groups for the different foods they serve. Customers who love cookies are more likely to click on an ad promoting cookies than a general food ad. Specificity and detail make ads more relevant.
The more relevant your ad is, the higher its quality will generally be, and the better it will perform in the ad auction (and result in more conversions).
Finally, I would like to recommend to you that we have a professional Google advertising operation team, which can give you suitable suggestions on both keyword optimization and advertising categories. There is still a long way to go for foreign trade overseas, please feel free to contact us, or discuss the operation experience of Google advertising! There are also free trial courses recommended to everyone!