Include a clear call-to-action (CTA)
Every great ad has a clear CTA that aligns with the ad’s objective. This may take the form of a button on a display ad or Youtube video. Otherwise, it may live in the headline of a search ad.
Common examples of CTA copy include: “Shop now,” “Learn more,” “Sign up,” and “Get quote."
Bonus tip: ensure your linked landing page makes sense with the ad copy, is well designed, and loads properly.
Target relevant keywords
Keywords are the words or phrases advertisers bid on to match what people type into a Google search. When you target relevant keywords, your ad will appear to those most likely interested in your ad. Read Google's tips for building a list of keywords.
Make keywords specific, but not so specific that they limit your ad's potential. For instance, SWAK posts ads for makeup consultations, targeting keywords like: “makeup consultations” or “how to do my makeup.” They avoid:
- Broad keywords like “beauty”
- Hyper-specific phrases like “blue eyeshadow tutorial in Brooklyn, New York on Tuesdays, walk-ins not allowed.”
You can also specify negative keywords, or semi-related terms that you do not want your ads to be connected to. SWAK may use “moisturizer” as a negative keyword if it's not something they sell.
Add additional assets
Include informational assets to add context to your ad at no additional cost, make it stand out in search results, and provide more links. Assets often increase clicks and are only displayed when Google thinks they'll improve performance. Common assets include:
- Location (e.g., your business’ address or directions to your store)
- Seller ratings (e.g., positive reviews listed next to your ad)
- Site links (e.g., links to best selling product pages or your About page)
Be direct and concise
Let’s face it: people skim ads. Only include content that is needed to get your message across.
For search ads, your headline is key, and with 30 characters at your disposal, use them wisely. Your headline should inform the purpose of the ad, why someone should click, and where they'll end up.
For non-search ads, use images and video to your advantage. Create eye-catching visuals that draw someone in, and short copy to provide necessary context.
Have a mobile-first mentality
- Create mobile-specific ads:
Google has built-in targeting options so you can target ads for mobile-only browsers. Common mobile-only ads are call campaigns that encourage a user to click to call your business or app ads that spur someone to download an app on their phone. - Add closed captions to videos:
This is best practice for accessibility and allows you to get your point across regardless of whether someone watches an ad with audio. - Ensure content is legible:
Make images pop with vibrant, contrasting colors and ensure that text is easy to read with clear fonts and colors.
Optimize bidding
Bidding refers to how much you're willing to pay for a desired outcome (like a click or conversion). While bid amount plays a role, Google also considers factors like ad quality and relevance when determining placement.The more you pay, the better your ad placement will be.
To make an informed decision, keep your projected return on ad spend (ROAS) in mind. Smart bidding automates this for you, as Google will estimate the best strategy within your budget and timeframe, saving you time and money.
Experiment to find what works
Google offers an A/B testing feature within its Experiments page. Test ad variations to find what works best. That said, only test 1 element at a time to prove a specific hypothesis.
Looking for a place to start? Test one of these elements:
- Ad copy or images
- Target audience
- Call-to-action
- Bidding strategy
Stay true to your brand
An ad is often someone’s first impression of your brand. It should match the style and tone of all your branded content (emails, SMS, website, etc.), so that you support a unified customer experience.
In addition, if your ad is deemed unprofessional or inaccurate, Google may remove it from the results. Could you put forth your best effort and preview ads to remove any strange capitalization, spelling errors, missing links, inaccuracies, etc.