The Anatomy of Google Text Ads

Isaac Rudansky
A free video tutorial from Isaac Rudansky
Certified Google AdWords Pro |Co-founder of AdVenture Media
4.6 instructor rating • 4 courses • 203,137 students

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24:39:03 of on-demand video • Updated November 2018

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English [Auto] How do you glads fans and welcome back to this new section on writing killer ads. We really should have a celebratory drink together we because we've made it quite far. We're not even close to anywhere near the end of the course but we should we should feel pretty good about coming as far as you've come and I think you do know a lot more about Google ads than you did a few hours ago and you probably know a lot more about Google ads than most people that you're working with and I think you're ready getting into the point where your skills are going to be seriously valuable. But this section is all about writing ads and there's a lot to understand about Google ads and Google ads has changed their text ads and in the formats of their text ads a lot over time. When I started in this business it was one headline with 20 characters and then it went to two headlines and I went to a lot more characters and an expanded text ads and then multiple headlines. There's all different sorts of things you could do. And we're going to start off I'm going to teach you about the anatomy of your basic expanded text ad in Google ads or just call text ads. Now I still refer to them as expanded text ads because they're significantly expanded on what we used to have. But there's also other formats of text as mainly dynamic text ads which are in beta right now. But I want to show you what those are as well and I'll show you those at a future lecture in the course. But first let's start off with the anatomy of the basic text at which you're going to be using most commonly. You get two headlines. OK. Each headline shows up at the top and each headline is a maximum of 30 characters. They're split up into two headlines and they usually split up with either a pipe between the two headlines or adapt the two headlines and when you create that ad and Google ads you'll actually see that as a preview. It's usually this pipe symbol between between the two headlights. Beneath that you have this all ad indicator which is a tiny little green box with a will. So it's a transparent background with a green outline that indicates this is an ad and then you have your display you are red with two different subdirectory paths. You have 15 characters per path and then display real character limit changes. If you have a long display Warrell you could request a review on the teach you how to request a review but you try to keep it within you know 15 to 20 characters for that display you RL I get a lot of clients that ask us they they know we take on their account running ads and they call us frantic they say we look for our ads we saw an ad in theirs and you are on the page. We don't even have that landing page on our site. We don't have a page like that and I said calm down. You display or relish just your display. Well it doesn't actually mean the Web site or landing page that a person is going to. So for example you're finally you are well which is what you're going to if you're finally around doesn't ever appear in the actual ad to a user. You put a final you rl in which is where a person should wind up if they do click your ad you have your actually or well call or a final Warrell with a potentially you're tracking Templin information appended to it. If that's the case but your display or well could be a cleaner version of a final yourself. So for example let's say we're talking about office chairs and we're talking about and we're we're we're doing rolling office chairs. So if I were to find that page on Poppins Web site it might be like rolling a question mark sharers slash search equals whatever right it might be this really weird search results you Arel to get me to a page that just has rolling office chairs. So what I can do for my display Orella is I can write. I could say pop'n dot com for my route you around all the Net going have a shares as my first path rolling. Right. Which gives the user a very clear indication that they're going to the right page. So if a person does a look at this display all the way. Oh yeah that's actually a page that I like to go to. So they don't have to see this big messy thing with this this long you Arel where I which I would copy from the menu bar or the browser or the browser address bar in my browser. That's what goes here in the final you are well that's the actual page. That long ugly looking you Arel and then you could clean it up make it nice and use this as part of your marketing. And interestingly enough I was going to cover this but we've seen time and time again that putting pads that are relevant to the search term in the key word in your dis in you or the keywords in your past. So if I if I have keywords like office chairs rolling chairs right. And I have that in my path qualities word goes up. OK so it does affect policy work with the rate will go up and it's a really smart way to use display. Well you now have two 90 character descriptions. We're going to talk about in the next couple of years what to use descriptions for what to use headlines for some best practices. So on and so forth. But your description gives you each 90 characters. Now don't expect both descriptions to show up together they almost always don't. Sometimes you'll get. And there's no way to control it necessarily. So you have to have each description view it as its own little micro ad because you're only going to in most cases get your first description and sometimes have your second description. Usually you'll If you're only in it when you get only one of your descriptions to show with your ad you always have at least one of them showing you'll never have an ad with just your head. I you always get the description but it's a description only if only if only one description shows it will usually be your number your first description. So make this your key selling point. Make this your key value proposition. Make sure in description 1 you're telling a person why they should click on your ad today. Why. Why they should buy from you and then additional supporting information could go in description too. Now again this is not an AB test. You're not testing description to 2 again description one. There are other tools and vehicles that will use in Google ads to test different ad headline to test different descriptions to test ads against each other. Absolutely. But your two descriptions in an ad is not meant as an AB test. You'll have your description one and sometimes you'll also have description too and have a much larger add beneath your second description is all your different extensions so if you have location extensions you have promotion extensions you have price extensions you have location extensions you have an app extension maybe you might have a qual extension you have to call outs you know across here and we know all about our extensions because you cover them in enormous detail. So anyway this is the anatomy of a Google Ads expensive text ads otherwise known as text ads. This is the ad for me that you're going to be really using the most consistently the most commonly used is going to show you later on what dynamic expended text ads look like. But now that you're familiar with the different components different pieces of the text add. Let's talk about some compliance with Google ads. Best practices. Google ads and some psychological principles with writing effective Google ads. I'm going to show you a case study and let's get to it. I love this stuff. I look forward to seeing you guys very soon and the very next lecture.