Before we continue examining different aspects of ad copy writing and creating effective ads,let us examine the editorial policies. If an ad will not be approved by Google to show on a search result, there is no need to waste your time writing that type of ad.
Google has gone to great lengths to ensure that ads meet a certain standard before being shown to their visitors. As one of Google's major success metrics is a returning visitor, they want to ensure that the ads are just as relevant as the natural search results.
CHARACTER LENGTHS
The first consideration is character length. There are stringent requirements for how many characters can appear in an ad:
Ad copy section character length
Headline 25
Description line 1 35
Description line 2 35
Display URL 35
Destination URL 1,024
It is commonly said that the best headline is 26 characters. Attempting to write creative marketing messages in a matter of 95 characters is very difficult and takes some time to master. This is why it is important to test out different messages.
Even though description lines 1 and 2 appear as different lines when ads are created, it can also be useful to test out writing one 70 character sentence to see if the ad reads better as a single sentence that as two distinctive messages on separate lines. This is especially true if your ad regularly appears at the top of the page, where the two description lines are run together.
EDITORIAL REQUIREMENTS
The most ambiguous of the editorial rules is "accurate ad text". while Google explains this requirement as ensuring that your ad reflects what the consumer will find on your landing page, it is also a rule they can fall back on if they want to disapprove ad copy for various reasons.
Following this rule is importance for conversion rates. If your ad copy claims someone will find something on your landing page and that item is not there, the user will hit the back button and your have just wasted the price of the click. Following this rule can also help your quality score is a word Google uses repeatedly to describe their Adwords program.
The second rule is accurate capitalization. While you can capitalize the first letter of each individual word, you cannot have a word in all caps: exception include acronyms or words that naturally always appear in all caps. For instance, if you wrote the ad copy " FREE software," the ad would be disapproved because " FREE" is not a word that should appear in all caps.
Google has gone to great lengths to ensure that ads meet a certain standard before being shown to their visitors. As one of Google's major success metrics is a returning visitor, they want to ensure that the ads are just as relevant as the natural search results.
CHARACTER LENGTHS
The first consideration is character length. There are stringent requirements for how many characters can appear in an ad:
Ad copy section character length
Headline 25
Description line 1 35
Description line 2 35
Display URL 35
Destination URL 1,024
It is commonly said that the best headline is 26 characters. Attempting to write creative marketing messages in a matter of 95 characters is very difficult and takes some time to master. This is why it is important to test out different messages.
Even though description lines 1 and 2 appear as different lines when ads are created, it can also be useful to test out writing one 70 character sentence to see if the ad reads better as a single sentence that as two distinctive messages on separate lines. This is especially true if your ad regularly appears at the top of the page, where the two description lines are run together.
EDITORIAL REQUIREMENTS
The most ambiguous of the editorial rules is "accurate ad text". while Google explains this requirement as ensuring that your ad reflects what the consumer will find on your landing page, it is also a rule they can fall back on if they want to disapprove ad copy for various reasons.
Following this rule is importance for conversion rates. If your ad copy claims someone will find something on your landing page and that item is not there, the user will hit the back button and your have just wasted the price of the click. Following this rule can also help your quality score is a word Google uses repeatedly to describe their Adwords program.
The second rule is accurate capitalization. While you can capitalize the first letter of each individual word, you cannot have a word in all caps: exception include acronyms or words that naturally always appear in all caps. For instance, if you wrote the ad copy " FREE software," the ad would be disapproved because " FREE" is not a word that should appear in all caps.
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