Chapter 6: Ad Creation
Chapter 6 of 15
Chapter 6: Ad Creation
6.1 Ad Copy Writing
Compelling ad copy drives clicks and conversions. Write effective ad copy that resonates with your audience and drives action.
Ad Copy Elements:
- Headline: Attention-grabbing title
- Description: Supporting details
- Display Path: URL structure
- Extensions: Additional information
Writing Best Practices:
- Include keywords naturally
- Highlight unique value proposition
- Create urgency or scarcity
- Use clear call-to-action
- Focus on benefits
- Keep it concise
Ad Copy Formulas:
- Problem-Solution-Benefit
- Feature-Benefit-CTA
- Question-Answer-CTA
- Urgency-Offer-CTA
6.2 Ad Formats
Different ad formats serve different purposes and platforms. Create appropriate formats for each platform and campaign type.
Search Ad Formats:
- Expanded text ads
- Responsive search ads
- Call-only ads
- App promotion ads
Display Ad Formats:
- Banner ads
- Responsive display ads
- Image ads
- Video ads
Ad Extensions:
- Sitelink extensions
- Call extensions
- Location extensions
- Callout extensions
- Structured snippets
6.3 Ad Testing
Test different ad variations to find winners.
- Test multiple headlines
- Test descriptions
- Test CTAs
- Test formats
- Analyze performance
6.4 Ad Best Practices
Follow best practices for effective ad creation.
- Write compelling copy
- Use relevant keywords
- Include clear CTAs
- Test variations
- Optimize based on data