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Level 10

Best Practices for Search Campaigns: Write Effective Text Ad Copy for Search Networks

General Requirements for All Search Engines

Note:  See each search engine's policy on acceptable ad copy for the full requirements.

  • Use proper grammar, punctuation, and spelling.

  • All wide characters and double-byte characters reduce the number of characters permitted per line.

  • Capitalizing the first letter in each word of your ad is allowed. But a word can't appear in all capital letters to draw attention, unless that is how a term is trademarked. For example, "MAC" is allowed for a MAC brand ad, but "NEW" is not allowed.

  • Exclamation points are prohibited in headlines/titles, but they are allowed in description line(s).

  • Special characters such as @,~,\, ^,>,< are prohibited.

  • Shortcuts, or the use of symbols to replace words, are prohibited. For example, you can't use "U" to replace "you," or "@" to replace "at. 

  • Superlative phrases, such as "Best"' or "#1," are prohibited unless this distinction has been verified by a third party and the verification is clearly displayed on your website.

  • Use trademark terms only if your client owns the trademarks in question, and the trademarked items must be visible on the landing page.
     

  • Inappropriate language is prohibited.

Recommendations for Effective Ads

Headlines/Titles

  • Write powerful headlines to attract potential customers.

  • Include keywords in your headline, because that's what most people are looking for. [1]

  • For some types of product, include pricing in the headline.

Description/Body

  • Write content that is specific, clearly communicates your intent, and compels the user to click the ad and visit your site.

  • Include the product, service, and other details (such as promotions) in the description/body.

  • Always include a call to action in the text, such as "View," "Check out," "Order," or "Sign up," to increase the click-through rate.

Overall Ad

  • Get to the point fast: include the most relevant information about the business first.

  • Relate your ad to offers that are on the landing page to help users complete the sales cycle.

  • Use phrases like "Free Shipping," "Easy Returns," "Free Exchanges and In-store Returns," and "Free gifts," to increase the click-through rate.

  • If you are offering a discount, include the specific amount or percentage of the discount (such as "20% off" or "Save $20 on first purchase).

  • If possible, use the keyword both in the headline/title and in both lines of the description/body. [1]

  • Be sensitive to how the advertiser wants its brand to be perceived. For example, an advertiser may not want the word "cheap" to show up in its ads.

  • Write more than one ad per ad group, and test the results.

  • Research what the competitors are doing. Look at the top ads for a space (at sites like www.spyfu.com) and try to understand which ads are working.

[1] If you use keyword insertion, use the correct capitalization for the insertion code:

{keyword:default} = lawn mowers

{Keyword:default} = Lawn mowers

{KeyWord:default} = Lawn Mowers

{KEYWord:default}= LAWN Mowers (which is allowed only if "LAWN" is a brand)

{KeyWORD:default} = Lawn MOWERS (which is allowed only if "MOWERS" is a brand)

{KEYWORD:default} = LAWN MOWERS  (which is allowed only if "LAWN MOWERS" is a brand)