You are reading an interesting article when all of a sudden a huge pop-up ad appears asking you to sign up for a newsletter. Or you are watching a funny video when the clip is abruptly interrupted by an ad for a certain product or service.
Sometimes, you may find these ads relevant or helpful. But, more often than not, they are just annoying (that’s when you even notice them as ad blindness is our way of processing through the information overload we are facing every day.)
Since these really engaging and visually appealing ads aren’t always effective, why would you even consider spending money on text ads campaigns?
There are many benefits to a text ad (and we will cover them later in this article,) but perhaps the most important one is that this type of paid search ads doesn’t shove in your face products that you’re not interested in. If you are performing a Google search for “best phone for photography,” there’s an actual intent behind your search – either to find more information about a certain product or service or buy one. These Google Ads make it easier for you to find what you need.
With that in mind, let’s take a look at where Google text ads appear and how they can help you advance your pay per click (PPC) advertising efforts.
You might also be interested in GOOGLE ADS 2020: A QUICK GUIDE
What Are Text Ads Exactly?
As the name suggests, text ads are ads that display only text and text links.
According to Google, text ads are “a form of marketing communication that advertisers can use to promote their product or service on the Google Network.”
The Google Network includes the Google Search Network, search partners, and the Google Display Network.
Let us elaborate a bit more.
Where Will My Google AdWords Text Ads Appear?
Hop on Google right now and type in “winter boots women.”
The first results at the top of the search engine results page (SERP) will be a few text ads. How does Google decide which ads to show in the SERPs as well as their placement?
Through an auction process.
If you want to advertise on Google, then you need to bid the amount of money you are willing to pay when users click on your ads. Bidding the highest amount will not guarantee that your ads will get at the top of the search engine results. Google will also look at the Quality Score to determine your Ad Rank. The search engine giants examine different factors, such as your target keywords, ad copy, landing page, and so on to give you a Quality Score from 1 to 10.
Your text ads can also appear in the Google Display Network. This allows you to display ads on a massive network of websites across the internet. The GDN consists of websites that show your Google ads, Gmail, YouTube videos, and mobile devices and apps.
Besides its massive reach (the GDN consists of more than two million websites that reach over 90% of internet users worldwide,) advertising on the Google Display Network doesn’t require as much work as on the Search Network.
Regardless of the amount of work involved, if you want users to click on them, then you need to make sure your ads work. In other words, you need to ensure that they will deliver and generate not only clicks but conversions too. Here are some tips that can help you with that.
How to Create Amazing Text Ads
Here’s how to create ads that will generate results:
- Create compelling headlines that tell users clearly what they will gain from clicking on your ads.
- Talk about the benefits of your product or service in the ad copy.
- You need to have a unique selling proposition (what makes you different than other businesses that sell the same products, what should people choose you and not your competitors?)
- Include your target keyword in the headline, ad copy, URL, and ad extensions if you are using any.
- Link your ads to a landing page that matches the message in your ad copy.
- Include a clear call to action. Try to create a CTA that also induces a sense of urgency and make prospects feel like they are losing on something great if they are not taking action now.
Are You Ready to Take Your Google AdWords Text Ads to the Next Level?
No matter how compelling and attractive image or video ads may look like, Google text ads are here to stay. However, if you want to benefit from this type of PPC advertising, then you need to create effective ads.
The experts at Australian Internet Advertising have the expertise, know-how, and tools to create profitable Google Ads that can help your business grow.
Get in touch now.