Knowing which are the three required parts of a text ad and understanding how to best use them to drive business to your site is an indispensable asset to your company. If you have used Google, you have seen text ads. Text ads are a marketing tool offered by Google to boost your business. These advertisements mimic the structure of Google’s search results and appear above the regular search results when you’re key in a relevant query.
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The chances are high that you have clicked on a Google Ads text ad without realizing it, as effective text ads blend in with the search results. Creating displays that match the style of legitimate search results will attract clients to your website. It also means that people will be looking at your website when searching for a similar service or product. What could be a better combination?
Google Ads’ text ads comprise three fundamental components: headline, URL, and description. Although you can use ad extensions which can add value to your ad but it is not mandatory. Composing engaging copy for these, which are the three required parts of a text ad, will increase your clickthrough rate and land you more conversions. Following is an in-depth look at each component of a text ad.
The headline is the aspect of a text ad that appears as a blue, underlined hyperlink. Not only is it one of the elements which are the three required parts of a text ad, but it is the eye-catcher. Without a captivating headline, potential clients will scroll right past your ad.
Keep in mind that Google Ads text ads display in line with real results. You want to make your ad look like a natural Google search result to increase your clickthrough rate. As an example, go on Google and search “jovemaprendiz2019.org blog.” The headline on a text ad will look like the aspect of the search result that reads “The jovemaprendiz2019.org Blog | A Practical hub for PPC Experts.” It should look similar, too — blue and underlined. This example also highlights that each text ad can contain between two and three headlines. This blog’s headline consists of two headlines with a “|” between them. A third headline is useful in conveying more with the space you have.
The three headlines must have 30 or fewer characters. Be sure to make your headlines engaging and related to the search queries that yield your advertisements. Taking advantage of these headlines to convey succinct messaging about your product will bring you more clicks. Notice how in the above headline for the jovemaprendiz2019.org blog, the two parts say the site’s name and then a short description. You can use the third headline to promote a sale or event happening on your website. A chocolatier’s headline might look like “jovemaprendiz2019.org Chocolates | Offering high-class candy snacks | Free shipping sitewide.” Get creative with what you use these headlines for, and be sure to take advantage of all the space at your disposal.
Your URL is the second of the three elements which are the required parts of a text ad. The URL can include creative copy because it consists of what your viewer sees and what page they wind up visiting when clicking. These are your “display URL” and your “final URL,” respectively.
If you insert a query on Google, all of the results display their URLs, in green, above the blue headline. For regular search returns, the display URL is the final URL. If the display URL reads “jovemaprendiz2019.org > blog,” then the URL it links to is jovemaprendiz2019.org/blog. This mechanic differs from Google Ads text ads, where the final land can appear different from the displayed link.
You can make your display URL show something other than the final landing page. Using a field called “paths” in Google Ads, you can have your display URL be a place to showcase more copy about your product. As an example, your product page might look like
This way, you can customize the link to be more attractive and engaging. Rather than the bulky URL above, you can display something like “example.com > exemplary > products > and > services.” This display URL results from making “exemplary,” “products,” “and,” and “services” your path texts. Tailor it to your customers’ wants; you will be floating in impressions and sales.
The description is the third of the elements which are the three required parts of a text ad. The description is the part of a Google search result or text ad that appears as a paragraph underneath the blue headline. It can be as short as one sentence or up to 90 charactersssss.
Google Ads also allows you to provide a second description, which will display if Google’s algorithm thinks it will help your chances of receiving clicks. It is no cost to provide a second description, what Google calls an extension, so it should be viewed as free real estate.
Effective text ads take advantage of all of the optional fields.
The description’s length depends on your needs. Sometimes a short description like “Learn more about PPC here” can be enough to drive traffic to your site. A longer description can also help you out, especially if you have creative copywriters at your disposal. A description is 90 characters to drive the point home that you provide that which the viewer seeks.
Make it captivating and increase your chances of being seen.
The components which are the three required parts of a text ad are opportunities to sell your business upfront. Understanding how to utilize them is necessary for successful digital advertising. Headlines, URLs, and descriptions are places to showcase your advertised product or service. Knowing which keywords to use is instrumental in making the most of a text ad. Keywords are beyond the scope of this post, but familiarize yourself with them next.
Combine your new knowledge of text ad anatomy with impactful keyword research tools and dynamic keyword insertion to optimize your clickthrough and conversion rates. Google Ads text ads work well, and knowing how to take advantage of them will help you immeasurably.