The ad text is what persuades someone to click. On Google search, the standard format is the responsive search ad. You write several headlines and descriptions, and Google combines them into different versions, learning which work best. The week 8 assignment asks for a sample search campaign with three ad copies, and this lesson shows you how to write them.
The format
According to Google Ads Help:
- You can enter up to 15 headlines and 4 descriptions per ad, with a minimum of 3 headlines and 2 descriptions.
- Each headline can have up to 30 characters, and each description up to 90 characters.
- The display path has two optional fields of up to 15 characters each, shown after the website address.
- Google shows a combination: usually Headline 1 and Description 1, with others added when space and predicted performance allow.
Because headlines can appear in any order, each one must make sense on its own and next to any other.
What to write
Aim for variety, so the system has real choices.
- Keyword headlines: include the main keyword or close to it, such as "Car Hire at Tamale Airport".
- Benefit headlines: "Clean, Air Conditioned Cars", "Airport Pickup Included".
- Proof headlines: facts the business can back up, such as "Open 7 Days" or "Drivers Available".