People use Google across different devices. This guide to ads in Google Ads will help you factor in this cross-device behavior.

Create ad text that appeals to users across devices

We’ve found that a compelling call to action on one device tends to be compelling on other devices as well. Your ad text should highlight why you have what a user is looking for. Find what’s most compelling about your business and build your ads around that insight.

Here’s an important consideration: tie creatives to your keywords. You want to indicate that you have what someone is looking for by speaking directly to her search term.

Customizing the experience for mobile users can still be a good thing, though. Direct them to pages of your site that deliver a great experience through mobile-specific URLs. And if you know about any calls to action or offers that work particularly well on mobile devices, take advantage of ad customizers to speak directly to mobile users.

Be mindful of your character limits

You have three 30-character headlines, two 90-character descriptions, and two 15-character URL path fields. Use that space creatively. Include messaging that focuses on what you and your users care about. Longer headlines increase the clickable space of your text ads, but try to create headlines that are a variety of lengths. You might find that shorter headlines perform better for people already searching for your brand. And it’s more likely that you’ll show all three possible headlines if a headline or two are shorter than the limits. Test what works for your account along with different types of keywords within your account.

Don’t underestimate the value of your path fields. The URL that’s visible in a text ad is an important indication of where a user should expect to end up. Adding descriptive path fields gives a user confidence that she’ll find what she’s looking for when she arrives at your site.

Focus on your headlines

Your headlines are the clickable space on your text ads. What you put into that space will be a big indicator of how enticing your ad text is — big blue headlines are more prominent than your description text. The content and quality of your headlines matters and will determine how well your ads perform.

Your headlines should receive the majority of your testing attention. As you go about instituting and testing your ads, focus on writing the best headline possible. Implementing great headlines has the most potential to make a big difference to performance.

Three headlines being present in your ads gives you an additional thing to consider: your line break. Generally, mobile headlines will have a line break in them, while desktop ads will not. In every case there will be a pipe between headlines.

A flexible headline can be appealing on all types of devices. You can’t create a set of headlines that relies on a line break, as there’s no guarantee where that line will actually break.

Three headline fields raise another question about ad text - where should you place your call to action? It’s a great question, and exactly the type of thing that you should test as you optimize your creatives. If you’re taking advantage of responsive search ads you don’t have to worry about that. Add great options for your headlines and let the system decide the ideal order. Keep in mind, though, that you should include any sensitive or mandatory info in headline 1, headline 2, or description 1. Your third headline or second description might not always show.

Ready to create expanded text ads? Get started now.

* Nguồn: Google