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The Anatomy Of A Google Search Ad

So, you've heard about Google Ads or Adwords as they used to be called but what the heck are they? Do they "work"? How much do they cost? How hard are they to create and manage? Do I even need a marketing agency or can I do it on my own?

All of these questions will be answered for you shortly.

First, let me set some expectations and not waste your time. There are many ways to advertise with the almighty Google, this article concentrates on "search-based ads." If you are already an expert then you can skip this article and get back to those Bird Box memes you love. Those of you not familiar with a search-based ad, here's a quick example. 

If you were to go to Google and search "I want a puppy," (because who doesn't) then here's what comes up. Those top two results are Google Ads. Notice the little green box that says ad. This is exactly what we will be talking about.  Now, some of you eagle eye may notice the sponsored ad on the images to the right; yes, these are ads, just not the ones we will be talking about today. 


A Whole New (PPC) World

When you decide to create a Google Ads account and start advertising for your business, you are deciding to learn a whole new world of marketing: Pay-Per-Click, what comes almost immediately after that decision is A LOT of Googling. One of those searches might have led you here, and you're thinking "Please, please just tell me how to make a Search ad," well you're in luck... 

Google offers you a platform where you can target insanely in-depth audiences, in any location, at any time and almost anywhere on the internet you can think of. Your friends may call it creepy, but we call it genius (with a little bit of creepiness).

On average, you come into contact with thousands of digital advertisements every day.

So you've seen the ads, you may have even clicked on them. But now it's your turn to become the mastermind and create some of these ads yourself. 


Not sure Google Ads is right for you? Or not sure you can create ads that will draw new business to you? Check out these success stories about businesses used Google Ads to grow.


Although Google offers different forms of ads like Display, Video, Shopping, Dynamic Re-Marketing and more, let's start slow and focus on getting the most out of your Search Ads. 


Writing Your Ad 

There is a lot that goes into developing a Search Ad campaign but let's say you have already set up your campaigns, ad groups, keywords, and targeting. It's now time to start crafting your Search Ads.  Search ads are all text with some tricky restrictions, so it's time to get crafty. 

Your ad has to be eye-catching, scroll-stopping and click-worthy. All the while staying in these restrictions: 


  • Use high volume keywords in your headlines 
  • Use proper punctuation 
  • Use top keywords in your display URL path fields 
  • Use top keywords in your descriptions 
  • Capitalize the first letter in each word in the ad 
  • Enable site-links for the campaign or ad group 
  • Enable call-out extensions 
  • Enable call extensions 
  • Include the most important message in the headlines 
  • Write ads to speak to users on all devices 
  • Include a clear call to action in the description* 

In the end, you will have a well-constructed ad that looks something like this: 


Increase Performance By RE-WRITING Your Ad

That's right; you are going to have to re-write most of your ads all of the time if you want to get the most out of your investment. The thing with Google Search Ads is that you can't just set it and forget it, but instead you will have to monitor and re-adjust. Of course, it's a possibility that one of your ads may do great! But at the same time, there are going to be ads that don't perform as well so you will have to go off of that one gem of an ad or use your creative self to come up with some new language for your Search Ads. Think of it this way, if you constantly try to make your ads better you are providing a better customer experience before they even become a customer. You are helping customers find you, not to mention the more you work on your ads the more people they reach and the less they cost. 


Staying Strong 

This may seem overwhelming to you, and MANY feel the same, but believe it or not it does get better (better, not easier). This is why you have to stay strong and move forward. It DOES get better because you start to realize what works and what doesn't work, you get more efficient so it takes less time to manage and you begin to be able to navigate the whole tool better.

It doesn't get that much easier because you are still competing against everyone else in your industry and sometimes you completely strike out with your ads but that's okay. Everyone has some level of difficulty with this tool (if they don't, they're lying or they're someone you need to become BFF's with). 

Also, not to mention Google is the puppet master here and decides the rules of the games. And from time to time, just when you get comfortable, they will roll out a new feature or change the algorithm, and you get to learn all over again! 

But remember, now you have this handy-dandy list and graphic to help you create your best Search Ads and really become a player in the PPC game.  Ready to take on Display or Video? Stay up-to-date with tips and tricks here




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