5 tips for Writing Search Ads
Mar 20, 2015 
3 mins 
AdWords gives you many options for ways to reach your customers – like ads with video and image, and in-app ads – but the most common type is the text ad that shows up next to Google search results.
By following these tips, you can create effective text ads to bring the right customers to your site.
But quickly, what’s in a text ad? Every text ad has a headline, which is a great opportunity to grab your customer’s attention.
Then there’s the web address that shows with your ad, called the display URL, followed by 2 description lines, which you can use to make your ad stand out and let your customers know exactly what they’ll find on your site.
So now that you know what’s in an ad, how do you write one that’s right for your business?
Tip #1 Highlight what makes you unique
When coming up with your headline, think of what makes you stand out from the competition. For example, Ted owns a small travel agency. He specializes in eco-friendly tour packages. He includes terms like “eco-friendly” in his ad headline to attract customers looking for what he offers.
Tip #2 Use a call-to-action
Use your ad’s description lines to tell your customers what they can do on your site once they click your ad. Ted wants to encourage his customers to take action by booking a tour on his site, so he makes sure to call that out in his description text. He also makes it easy for his customers, by linking them to a page on his website specifically about the type of tours he’s promoting.
Tip #3 Include sale terms
If you have something special to offer, make sure your customers see it.
Mary runs a large online shoe retailer. She’s offering a 25% discount on all boots through the fall, so she includes that in her description line. Calling attention to specific prices or promotions can help influence someone’s decision to click on your ad.
Tip #4 Match your ad to your keywords.
Try thinking like your customers and imagine what they might search for when seeking your product or services. Include those search terms as keywords in your ad text so that your ad can show when people search for exactly what you offer.
Mary used the phrase “boot sale” as one of her keywords. When her customer searches for those words, they show up as bolded in her ad- which draws even more attention to it.
Tip #5 Match your ad to your landing page
When someone clicks on the link in your ad they should be taken to a landing page where they can do what your ad promises. The easier you make it for customers to find what they’re looking for, the more likely they are to make a purchase.
