Write successful text ads

Important

  • Starting June 30, 2022, you'll no longer be able to create or edit expanded text ads.
  • Expanded text ads will continue to serve, and you'll still see reports on their performance going forward.
  • You'll still be able to pause and resume your expanded text ads, or remove them if needed.
  • We strongly encourage you to transition to responsive search ads.
  • Learn more about this change to expanded text ads

To effectively reach potential customers, your text ads should be specific, relevant, attractive, and empowering. This article shares best practices for writing successful text ads and common mistakes to avoid.

Write successful text ads | highlight

Highlight what makes you unique
Free shipping? Dazzling variety? Tell people! Showcase the products, services, or offers that make you competitive.

Write successful text ads | prices

Include prices, promotions, and exclusives
People often use Google search to make a decision about something. Give them what they need to decide. If you have a limited-time discount or stock an exclusive product, say so.

Write successful text ads | empower customers

Empower customers to take action
Are you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are.

Write successful text ads | Include at least one of your keywords

Include at least one of your keywords
Keywords in your ad text show your ad's relevance to what people want. For example, if you've included digital cameras as a keyword, your ad headline could be "Buy Digital Cameras." Learn how to build the best keyword list.

Internal nameWrite successful text ads | landing page

Match your ad to your landing page
Have a look at the page that you're linking to from your ad (the landing page), and make sure that the promotions or products in your ad are included there. People might leave your website if they don't find what they expect.

Write successful text ads | Appeal to customers on mobile

Appeal to customers on mobile
People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location extensions and call extensions. Also, consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page, and offering specials suited to a mobile audience. Keep in mind, your text ads can appear differently on mobile.

See how your site scores on mobile speed, and get quick fixes to improve it. Test your site.

Write successful text ads | Experiment

Experiment
Create three to four ads for each ad group, and use different messages for each to see which does the best. Google Ads rotates ads automatically to show the best-performing ads more often. Learn more about ad rotation.
Write successful text ads | Ad text mistakes [icon]
Check for common ad text mistakes
In order to make sure all ads are high quality, every ad must meet high professional and editorial standards. That means no  extra    spaces, sTrAnGe CAPITALIZATION, or unclear URLs, to name a few.

The following information only applies to standard text ads. To learn more about expanded text ads and get tips on how to write them, visit our guide.

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