Text Ad Optimization

Benefist of good ad text

Since the PPC text ad is so often the “first touch,” it’s crucial that you get them right. Creating well-written Google ADs ads offers some very obvious benefits:

• Improved Click-Through Rate
• Better Quality Scores
• Lower CPA (Cost Per Action)

What should contain text of good ad?

The most important things to keep in mind when writing ad text are making sure your ad is highly relevant:

• To your product or service
• To the searcher’s intent (which can usually be inferred from the keyword and context)
• To your PPC landing page

The simplest possible version of a PPC text ad looks like this:

How to write successful text ads

To effectively reach potential customers, your text ads should be specific, relevant, attractive, and empowering. This article shares best practices for writing successful text ads and common mistakes to avoid:

• Highlight what makes you unique
• Include prices, promotions, and exclusives
•  Empower customers to take action
• Include at least one of your keywords
• Match your ad to your landing page
• Appeal to customers on mobile
• Experiment
• Check for common ad text mistakes

The Importance of Regular Ad Text Optimization

Top-performing PPC advertisers are always testing and tweaking their ads to find the most compelling messaging for each keyword group, in order to maximize clicks and Quality Score and ultimately lower cost per action, which equates to higher ROI.

The Value of Better Ad Text

When your ad is more relevant to the searcher, your CTR improves, and high CTR is the single largest component of your Quality Scores. High Quality Scores lift your whole Google Ads account and are good for your business. Why? Because Quality Score works to improve your ad rankings while lowering your cost per click!

Recommendations on the “Optimization” tab

Optimization score is an estimate of how well your Google Ads account is set to perform. Scores run from 0-100%, with 100% meaning that your account can perform at its full potential.

How does Google Ads calculate optimization score?

Optimization score is calculated in real-time, based on the statistics, settings, and the status of your account and campaigns, the relevant impact of available recommendations, and recent recommendations history. Applying or dismissing these recommendations changes the overall optimization score of your account.

Optimization score and available recommendations can change based on many factors, ranging from your settings to trends in the ads ecosystem. You may see a different score and a new set of recommendations when these changes happen.

Details about your optimization score

At the top of the page, you’ll see a few details about your optimization score:

1. The focus of your optimization score, which can be conversions, impression share, clicks, etc.

2. The basis of your focus: either a bid strategy you set or a recommendation from Google Ads.

3. Status icons, illustrated below:

Green checkmarkGoogle Ads understands your bid strategy, and has focused on a goal based on that bid strategy.

Yellow question markGoogle Ads does not understand your bid strategy and your focus is based on recommendation.

Red minusYour optimization score has defaulted to a conversion focus, which can be remedied by setting a new bid strategy.

Ads and extensions recommendations:

“Ads and extensions” recommendations help you refine your ads, create new ads, show your best ads most often, and organize your ads into better ad groups. Extensions recommendation types, in particular, help maximize the performance of your ads and can improve your ads’ clickthrough rates (CTR). You might see these recommendations:

• Add ad suggestions: Try new versions of your ads and let the best ones show.
• Add assets to your responsive search ads: Help your responsive search ads perform optimally by adding headlines and descriptions from your text ads.
• Add call extensions to your ads: Make your ads more prominent and improve your CTR.
• Add callouts to your ads: Make your ads more prominent and improve your CTR.
• Add descriptions to your sitelinks: Make your ads prominent by using sitelink descriptions.
• Add image extensions to your ads: Your ads aren’t as prominent as they could be if you used image extensions, which can improve your CTR.
• Add lead form extensions to your ads: Get more leads by showing lead form extensions on your ads.
• Add price extensions to your ads: Make your ads more prominent and improve your CTR.
• Add responsive display ads: Get more conversions at a similar CPA with responsive display ads, which automatically adapt to fit available ad spaces.
• Add responsive search ads: Show more relevant ads to potential customers by creating responsive search ads.
• Add sitelink extensions to your ads: Make your ads more prominent and improve your CTR.
• Add structured snippet extensions to your ads: Make your ads more prominent and improve your CTR.
• Add a video ad: Reach additional users for your app on YouTube, Google Play, and in partner apps and mobile sites.
• Add location extensions to your ads: Your ads aren’t as prominent as they could be if you used location extensions.
• Adopt “pickup later”: Get more in-store traffic and conversion value by letting users know when they can pick up items at a store near them.
• Create new, more relevant ads: Make your ads more relevant by including your keywords in your ad text.
• Create new versions of your ads: Try new versions of your ads and let the best ones show.
• Improve your responsive display ads: Get more conversions by adding assets to your responsive display ads.
• Improve your responsive search ads: Get more clicks on your responsive search ads by improving your headlines and descriptions.
• Review your keyword match types: Show your ads only on searches relevant to your business by trying additional keyword match types.
• Test new ad text for repeatedly used phrases: Improve your ad performance by testing new ad text for phrases used repeatedly in your text ads.
• Use optimized ad rotation: Automatically show your best ads at auction time.

https://www.youtube.com/watch?v=WzrBJw6rOMk&feature=youtu.be