Before getting into the marketing side of writing advertising messages (also known as ad copies) let's have a look at some Google policies concerning the maximum number of characters you can use and need to comply with!
Advertising Title: 25 Characters
Description Line #1: 35 Characters
Description Line #2: 35 Characters
Display URL: 25 Characters (needs to have the same root of the Destination URL)
When can we define an advertising message effectively?
This is the most important question regarding ad copies effectiveness since it will make things clear right from the beginning. An advertising message is effective if:
1. Includes the keywords you are targeting in the title or in either one of the description lines.
2. Has a good CTR (Click-Through-Rate). This is a sign of how relevant your message is for the searcher of a given keyword. It is also a good indicator to understand if you stand out from the competition.
3. It includes some details about a product that somehow filters your audience right from the beginning (this could be a price point, a given feature, a benefit, a geographical location, and so on).
4. It is aligned with the content of the landing page. You do not want a person to read something in the advertisement and find something else in the landing.
5. Include a relevant Display URL. Possibly it should include a call to action or something that makes your advertising message stand out.
It would be ideal to include a call to action, but this will depend on the space left in your message. You should learn to prioritize what it is more important for your business and include it in the ad copy (is a given feature more important than a call to action?).
My advertisements include exactly what I want to promote. Why do I have a small CTR?
There are many factors influencing the CTR of an advertising message:
1. Account structure
2. Communication strategy
3. Ad Position
4. Bidding Strategy
You might need to work on one or more aspects of the list above in order to improve your CTR! Contact us in case you would like to know more