How To Write Effective Search Ads

• Ad Grants
• Tips
• 23. 07. 2024

If your campaigns aren’t attracting as much attention as you’d like them to, it might have something to do with how your ads look. Creating effective ads is crucial for reaching and engaging your target audience, but let me tell you the good news, it’s no rocket science. You follow certain rules and best practices and basically, you’re good to go.

Fine-tuning your ads can significantly enhance your advertising efforts and drive better results. This blog post will serve as your guide. Let us show you what components RSA (Responsive Search Ads) are made of, how these elements are displayed, what character limits you need to stick to and so much more. Ready?

What Are Responsive Search Ads?

Responsive Search Ads (RSAs) in Google Ads offer a flexible advertising format that helps advertisers present more relevant messages to their audience. Instead of crafting one static ad, as with traditional expanded text ads, RSAs enable the inclusion of multiple headlines and descriptions. Google’s machine learning algorithm then experiments with different combinations to determine which ones perform the best.

Responsive search ads are the only ad format supported in Google Ad Grants accounts. That is why we’ll focus on this ad format in this article.

Components of Responsive Search Ads

RSAs are made up of several key components:

1. Headlines
2. Descriptions
3. Path Fields

1. Headlines

Headlines are the most prominent part of your ad. In RSAs, you can provide up to 15 different headlines. Google will then mix and match these headlines in various combinations to find the best performing ones.

a) Character Limit: Each headline can have up to 30 characters.

b) Best Practices: Use unique and compelling headlines.

• Incorporate relevant keywords
• Be clear and emotional
• Don’t let your prospects think too much about the meaning of your ad
• Make sure they know the next step you want them to take and include calls-to-action (CTAs)
• Leave out unnecessary keywords or phrases
• Use dynamic headlines using{Keyword: Headline} in one of your headlines – helps improve your ads’ relevance
• Use all slots – providing more options gives Google’s algorithm more combinations to test, increasing the chances of finding high-performing variations.

Example:

2. Descriptions

Descriptions offer additional details about your mission, programs, activities, etc. You can enter up to 4 different descriptions in RSAs.

a) Character Limit: Each description can have up to 90 characters.

b) Best Practices: Complement your headlines with detailed information.

• Focus on the results of your activities, include some numbers or stats
• Describe your programs and activities in more detail
• Stop repeating user’s search terms and rather answer their question
• Include secondary CTAs if appropriate

Example:

3. Path Fields

Path fields are optional components that help create more relevant URLs. You can specify up to 2 path fields, which will be displayed in the ad’s URL.

a) Character Limit: Each path field can have up to 15 characters.

b) Best Practices: Use path fields to reinforce the ad’s relevance. Include keywords or categories that match user intent.

Example:

When crafting ad copies for our clients, we always use a special template within an Excel sheet. Based on the campaign structure, we first outline the campaigns, then select keywords that will serve as the main focus of the ad copy, and finally create the text. Once the initial draft is complete, the template is sent to our clients for review and feedback. It’s not uncommon for clients to replace our headlines or descriptions with their own suggestions. However, this can sometimes result in text that exceeds the character limits set by Google.

To address this, our template is designed with formatting in place. Cells turn red if the text exceeds the allowed character limit. This visual cue serves as a reminder for clients to shorten their text, ensuring compliance with Google’s requirements.

How Individual Elements Are Displayed

Google’s machine learning algorithm dynamically combines the headlines and descriptions you provide to assemble your ad. This process aims to generate the most relevant and engaging combinations based on what users are searching for.

• Ad Variations: By using your inputs, Google can generate thousands of different ad variations, making sure that your ad is suited to various search queries and user contexts.
• Optimization: Over time, the algorithm learns which combinations perform best and prioritizes displaying these, enhancing click-through rates (CTR) and conversions.

Launching your new ads is, however, only halfway to achieving high performance. The other half involves regularly reviewing ad performance and adjusting your inputs based on what works best. Optimize underperforming headlines and descriptions to enhance overall effectiveness. The ‘Recommendations’ section within Google Ads offers an option for that.

Upon selecting ‘View recommendations,’ you will be presented with a list of ads that require refinement. By clicking on an individual ad, you will find your ad strength and optimization options.

Utilizing Sitelink Extensions

Sitelink extensions are additional links that appear under your ad, directing users to specific pages on your website. These extensions can significantly enhance the visibility and effectiveness of your ads by providing more options for users to engage with your content.

For nonprofits, certain extensions can be particularly beneficial. Below you may find those used by our team:

• Sitelink Extensions: Highlight important sections such as “Donate,” “Volunteer,” “Upcoming Events,” and “Our Mission.” These direct users to specific, relevant pages and encourage engagement.
• Callout Extensions: Use brief, impactful phrases like “Support Our Cause,” “Make a Difference,” or “Join Our Community” to attract attention and convey your message.
• Structured Snippet Extensions: Highlight aspects of your organization, such as “Services,” “Programs,” and “Success Stories,” giving users a snapshot of what you offer.
• Call Extensions: Provide a phone number for users to contact you directly. This is especially useful for immediate inquiries and support.

Conclusion

Responsive Search Ads are a powerful tool for modern digital marketers. By understanding the components and best practices for creating RSAs, you can craft ads that are more relevant, engaging, and effective than ever. Utilize the flexibility and dynamic nature of RSAs to reach a wider audience and drive better results for your campaigns. Happy advertising!