People are most likely to notice your headline text, so consider including words that people may have entered in their Google search. In the example ad above, the word "rentals" should get the attention of people who are searching for a place to stay long term. Please note that the 3rd headline does not always show, but the 1st and 2nd headlines are constant. Headlines should be written as individual statements vs. one long sentence due to vertical bar separation. Your brand name, and high priority keywords should be incorporated into headlines to help boost quality scores
The display URL is made up of the domain from your final URL and the text in the optional ”Path” fields. These fields are designed to help people who see your ad get a better sense of where they’ll be taken when they click it. Your path text doesn’t have to match the exact final URL. The domain of the display URL is automatically pulled from the domain of the final URL, and is not part of the character count of the Paths
*The display URL is for vanity purposes only, so when clicked, the ad will direct to the final URL
Use the description to highlight details about your product or service. It’s a good idea to include a “call to action”—the action you want your customer to take within the first description. Since the 3rd headline and 2nd description don’t always show, it is recommended to include a CTA in the first description to ensure that is shown within every ad served. If you’re an online shoe store, your description might include “Shop now” or “Buy shoes now.” If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing.”
Headline 1 – 30 characters
Headline 2 – 30 characters
Headline 3 – 30 characters (doesn’t always show)
Description 1 – 90 characters
Description 2 – 90 characters (doesn’t always show)
Path 1 – 15 characters
Path 2 – 15 characters
In expanded text ads, the length limits are the same across all languages. Each character in double-width languages like Korean, Japanese, or Chinese counts as two towards the limit instead of one.
Ad Preview Tools (used to see unbiased search results):
Google - Ad Preview and Diagnosis Tool.
Bing - Ad Preview and Diagnosis Tool.
You can provide more information about your business, like its location, phone number, or additional deep links into your website, by adding extensions to your text ads.
Using special characters with your ads
Most non-English characters, including tildes, umlauts, and cedillas, will appear correctly in your ads, including within the display URL.
Please review Google’s editorial policies
Google advertising policies help
Writing an effective ad
Writing effective ads is one of the fundamental tasks of creating your online ad presence. It’s critical to learn about the general ad structure and Bing Ads policies so you can write ads that will increase your click-through rate (CTR) and improve your quality score.
In this training, you will learn tips and techniques to help you write ads that are effective and relevant. This training will help you understand how to:
Use advertising basics to craft a compelling ad.
Preview your ad and submit your ads for approval.
Adhere to important Bing Ads policies.
You’ve created your campaign and adjusted your bids for researched keywords. Your ad is now getting in front of your targeted customer, which means it’s time to make sure your ad message gets their attention.
Test implementing the following ideas when writing your ad to help improve your overall campaign’s performance:
Describe what sets your product apart. Why do customers buy your product? Does it solve a problem? Does it help save time or money? Or, does it have unique features or qualities? For example, if your product is available in many more colors than the competition can offer, you might mention color choices in your ad.
Use your customers' language. Research the age group and gender of your typical audience, and then use that insight to write your ads. Use words and a writing tone that are likely to attract your typical customer.
Address your customers directly. Use the words "you" or "your" in your ads so that you are speaking directly to them.
Pre-qualify your visitors. Use words in your ads that help attract true potential customers. For example, if you offer only high-end products, stay away from words like discount, bargain, and cheap. Be clear in your ad who your products are for. This can save you money by eliminating clicks that are not likely to convert to sales.
List the price of your product or service. If your product or service is competitively priced, consider featuring the price in your ad. To help ensure that your ad gets approved, make sure that the ad links to a landing page that includes both the product (or service) and the price.
Be specific. The clearer and more specific your offering, the better. For example, rather than "big discounts," specify an exact percentage, such as "50% off."
Include a call to action. Give customers a reason to click your ad right now. Offer a specific call to action, such as encouraging customers to request a brochure or consultation, download a free e-book, subscribe to a newsletter, or take advantage of a limited-time discount.
Attention-grabbing ad titles. Include the keywords customers use when they run their searches.
Make the ad eye-catching. Use ad extensions to make your ad stand out from the competition. Test any extensions that are appropriate - Sitelink Extensions, Location Extensions, Call Extensions, App Extensions, Callout Extensions and more.
Note: Make sure your website’s landing page is relevant to both the ad and the keyword.