Google Ads – Standard Text & Expanded Text Ads
This advertising medium should be in your online marketing repertoire…
What are Standard (now extended) Google Text Ads?
Those are the listings in the Google SERPS (Search Engine Results Page) which show a little ‘AD’ logo on the left hand side of the URL of the listing and always appear above the organic results.
Obviously, compared to organic listings which are so to speak free, these ads cost a specific amount when a user clicks on them, based on CPC (cost per click) model.
Depending on the search phrase inserted in the search box, up to four Ads may appear on top, sometimes only two and some on the bottom of the page.
In the screenshot below we can see the Expanded Text Ads which Google introduced a while ago. Expanded text ads are still text ads (compared to display or google shopping) however; Google simply introduced a few features which helps advertisers to pimp their ads a little more.
Expanded Text Ads
In the below screenshot you can see the difference between the old Standard text ads and the expanded text ads.
Basically Google now allows 2 headline fields instead of 1. The 2 description lines (here green) have been merged into one line. The display URL is now automatically inserted with your domain and you have two paths / to insert keywords which make sense as per your landing page.
Can it Work for Your Business?
Google’s search engine is a ‘Keyword’ Based Advertising Medium – hence the keywords are the most important thing to consider, understand and implement into your Google Ads campaign when setting this up.
Google Text Ads can work for most online business in form or another other. Ask yourself: “Are keywords relevant for my business being used in Google?”
Since campaign-testing is quick and pain-free in the digital age – even if you’re is not sure f it works give it a try.
Based on my experience, if the campaign has been set up skilfully and the website in question has good landing pages to send the potential customers to via the ad, the ROI can be 5-10x your invested budget.
When should Google Text Ads be part of Your Online Marketing?
- If you have some budget it should be incorporated from the beginning, immediately after your website is being launched.
- You investing into SEO – use Ads campaign to test Keyword segments.
- You have several online marketing channels running (FB, SEO, Email etc.) test Text Ads, since users convert on and via different touch points.
Google Text Ads Campaign Set up & Continuous Optimisation
The beauty of most of the online advertising platform is that once a campaign has been set up and running – with skill and knowledge you can further optimise your campaign – in other terms if your campaign brings you customers and conversions you can further improve & increase both of them.
What is necessary for a successful campaign:
- The campaign needs to be structured in the right way
- In depth Keyword research was conducted and Keywords haven been categorised
- Good Ad creative
- Budget cannot be to little
- You have created specific landing pages on your website