As part two in our series for beginners or advertisers that just need some repetition in the basics of AdWords, we’re going to discuss what’s important to think about when it comes to the ad text.

The ad text is what the customers see among the sponsored links when they’re searching for your product/service. You can see the ad as the bridge between the users’ needs and your product/service. In order to make this bridge as relevant as possible, you can follow the rules of thumb written below.
  • It’s important that there is a clear connection between ad text, keywords and landing page.
  • Write the first letter in each word with capitalization to increase visibility.
  • The usage of relevant keywords and display URL increases the relevance and makes it easier for the user to see where the ad is taking him.
  • Deeplinking the ad through the Destination URL to the page of the specific product the ad is promoting.
  • Keyword Insertion increases CTR. However, remember not to use it when the keywords include misspellings.
  • Use a strong call to action (Buy now) in the ad text and include special offers and price information.
If you follow the advices above you’ll gain several benefits. For example, you’ll be able to show the ads for the right people since the relevant ad text will be visible according to the customers search query. Also, through the ad text you can motivate the customers to take action, and with deeplinking to the right products you’re bringing the customer closer to the buying decision. Hence, all these suggestions should lead to more conversions and more sales.

We hope that these tips will be useful for you when advertising with AdWords. You can find more information regarding how to optimize your ad text here, and don’t forget to visit the AdWords Beginner’s Guide in the AdWords Help center for further information and guidance, as well as our free video tutorial from AdWords Online Classroom. Last but not least, remember to keep your eyes open for the next post in this blog series for beginners.


Posted by Omar Abou Selman - Google AdWords MENA
Written by Kristin Sarstedt – the Inside AdWords Team