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Ad formats and best practices

The creation of text ads in your campaign is a very important indicator to effectively reach your potential customers and get them into your business.

 

Types of ads

First of all, we'll explain the two types of ads we work with at RocketROI: static ads and dynamic ads.

Static ads

You will use this type of ads in cases where you want to combine fixed text with static feed fields, that is, they will not be modified once you have created the configuration.

The labels you use when creating your static ads will be completed with the information you have included in the different fields of your feed, but that information will never vary even if you change it in the feed. If you need to modify it, you must change it manually in the ad itself.

Dynamic ads

These ads can only be made if you are creating your configuration from a dynamic feed.

Unlike static ads, the information contained in the tags that you include in your dynamic  ads can be updated (if needed) by modifying the information from your feed.

Therefore, when you update several fields of a tag in your feed, that new information will be automatically modified in your ads.

It is important to know that in this type of ads there is no possibility to make alternative versions of the components of the ads (title, descriptive lines, visible URL,...), so you must make sure that either all texts with labels will have the appropriate length and follow the rules, or at least make a static advertisement to be published in case the dynamic ad contains an error.

It should also be noted that it is not possible to create dynamic ads with Dynamic Keyword Insertion or Keyword Insertion.

Text ad components 

Now we will describe in detail what elements make up a text ad:

1. Title or titles

The title text is usually the first thing users see, so it's important that it be concise and clearly show the product or service you're advertising.

To do this, you can take advantage of fields in your feed, such as the names of your products, so that they appear as the title of your ad. Or you can manually create a more generic title directly referencing your product or service.

If you use a tag that belongs to a field in your feed, such as the name of the products, you will see an alternative version that you have to fill in. If the title does not comply with any of the restrictions, the alternative version will appear in the ad.

It is also very useful to create a title using keyword insertion. This allows you to automatically update the ad title with the keywords of the ad group that caused them to show up. This way you can make ads more relevant to users who are looking for what you offer.

2. URL display or visible

The visible URL is usually green in the ad and indicates the address of your business website.

This does not necessarily have to match exactly the website address to which the ad is directed, but simply gives the customer an idea of where they are going to enter the website.

It is recommended that the visible URL contains some or all of the keywords, if possible, and must contain at least the root of the target URL.

3. Description

This will highlight something about your product or service that may attract the customer. You can expand the information of the product you are advertising.

Here you can also find more information, although we recommend that you use it to highlight an offer or discount, and apply a call to action such as: Buy Now! or Get In Now!

If necessary, feed tags can also be applied to descriptive lines. If you apply them, you also have to create an alternative version for the descriptive lines containing labels, to ensure that all restrictions are met.

4. Final URL

The final URL is the exact address to which the ad is directed once you click on it.

It does not appear visually in the ad, but it is important that it fits with the client's search and that it is relevant, as it is the page to which you will redirect the client when they click and with which could lead to a conversion.

 

Tips and good practices

Follow the next practices to get the most profit of your text ads:

  • Do not use words in capital letters or with many punctuation marks.
  • Always try to add a Call to Action in the ad.
  • Write in Own Name format, giving relevance to the words we want to highlight (Ex: The Best Offers).
  • Highlight your added value (Ex: Free Shipping, 24 Hour Service...).
  • Includes prices, promotions and special offers to attract attention, making sure they are real.
  • Create multiple ads, so you can prioritize according to the performance of each ad and provide more product information.
  • End the text of the first descriptive line of the ad with a dot. In this way it is possible that the text of the second line will go up to the first line.
  • Include some or all of the keywords (or as many as possible) in the text of the ad, either in the title, description or visible URL, to improve the Quality Score.
  • Relate the ad to the landing page, and make sure that what you advertise appears, to prevent users from leaving your page when they don't find what they're looking for.
  • Experiment with the rotation of your ads to determine which ads you want to display most frequently.

 

If you still have doubts, contact us!

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