Hey, good looking! How to write beautiful adCenter ads...
As promised last week Libby Thomas from our
Creative Services Team has written some tips on how to write great adCenter ads.
Cheers
Mel - adCenter Community Team
Good-looking ads can make a huge difference to the success of your search campaign. If your ad looks professional and polished, searchers will assume that your site and products will be the same, and are much more likely to click on it.
Submitting top-notch ads will also make life easier for you. Here at adCenter, over two-thirds of the ads that get rejected in editorial review are due to issues with grammar, punctuation, spelling and too much ad text.
To try and avoid rejections because of these reasons, and perhaps the loss in sales and leads for your business, please take a look at the handy hints below.
Don’ts:
Dos:
Character limits:
- Another way to avoid unnecessary editorial rejections is to be careful with character lengths.
- Ensure titles are above 6 and no more than 25 characters in length.
- Ensure descriptions are above 6 and no more than 70 characters.
- The display URL (the last line of your ad) must be no more than 35 characters. The destination URL (this is not displayed in your ad, but is used as the landing page) must be no more than 1,015 characters.
Dynamic text insertion:
Using {param2} and {param3} to ensure the keyword is included in your ad can have a fantastic effect on the CTR. Here are some top tips to make sure you’re getting the most out of it:
- Be careful with formatting, make sure you use curly brackets, watch the spelling and NO spaces. Use {param2} and not {param 2}, {prarm2} or [param2].
- Always ensure there is at least one static ad to act as a ‘default’ ad in case the dynamic ad is rejected.
- To count the length of an ad containing a {param2} or {param3} placeholder in Microsoft Excel: =LEN(cell that contains ad title or text)-8+LEN(cell that contains dynamic text)
Technical requirements:
Please also ensure that your landing pages meet these technical requirements:
- The landing pages should be deep-linked and provide clear, direct access to substantial content that is related to the keyword.
- There must be strong relevance between keywords, ads and landing pages; this should be supported by the ad content, which should make clear how the landing page content is relevant. An informed user is a buying user!
- The website must be stable and respond reliably at peak times, and must not be under construction.
- The user must be able to access some content without having to register.
- Avoid frame URLs, pop-up ads and mousetrapping, as these damage the user experience.
Here’s to gorgeous, rejection-free ads! Please pop back soon when Simone Schuurer will dish out valuable advice around tone of voice and how to attract the most valuable clicks.
Thanks,
Libby
