Ad Copy Strategy for Paid Search

Chapter 5 of Paid Search Set Up

Composing strong ads that stand out from the crowd of other listings can be challenging for advertisers. This chapter offers best practice advice for crafting ad copy that speaks directly to users.

By Econsultancy

25 minute read

When composing ads, marketers need to understand what is included in a text ad and employ various techniques for writing effective copy. This chapter breaks down the anatomy of a paid search ad and outlines the key considerations to keep in mind when drafting copy for target audiences. It covers:

Character limits: These dictate how many characters are available within text ads – how can advertisers ensure they get their message across in limited spaces?
Guidelines: Advertisers must adhere to editorial guidelines to ensure their ads are not disapproved. What are the dos and don’ts search marketers must stick to?
Quick wins: What makes a great ad? There are 10 easy techniques advertisers can adopt to ensure their ads stand out in the crowd.