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Best ADWORDS


Expanded text ads are optimized for the screen sizes of the most popular smartphones. They feature two headlines, each with 30 characters, and one long 80-character description line. It’s a lot more space for you to highlight your products and services.

As you make the transition from standard text ads to expanded text ads, there are a couple of things to keep in mind.
+ Test multiple versions of expanded text ads,
+ Remember lessons learned from standard text ads,
+ Focus your ad tests on your headlines,
+ Leave your standard ads running.

Take Advantage


When taking advantage of expanded text ads, you’ll want to follow these guidelines:
+ Create ad text that appeals to users across devices,
+ Use your character limits, and
+ Focus on your headlines

Writind

As you adjust to the new mechanics of expanded text ads, there are certain things to consider when writing your ad copy itself.
Namely, you want to show value to a user without coming across as pushy. But how can you do that?
+ Rethink your entire ad creative,
+ Craft messaging that focuses on user needs and benefits, and
+ Avoid generic sales language in your ads.

Making the Most of Display Advertising

Making the Most of Display Advertising on the Google Display Network - Google Best Practices:
With 90% reach across all internet users worldwide, the Google Display Network is the largest global display ad network across desktop and mobile to reach these folks.

In this video series, we’ll show you how to deliver on consumers’ higher expectations and ultimately drive more leads and sales for your business. This video will cover:
1. How to set your display campaigns for success
2. How to reach the right audience at the right moment
3. How to match the message and bid to the moment 
4. How to optimize for better display performance

Want to get Google's official Best Practices right in your inbox? Sign up here: https://goo.gl/4kq9Xp

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TRANSCRIPT:

Hello, world. Welcome to our series on the Google Display Network. My name is Tran Ngo, and I'm a product marketing manager here at Google, focused on display best practices.

Today people have higher expectations of ads than ever. As advertisers, it's never been more important to tailor messages to the right people at the right moment, as they're reading blogs, news sites and more across the web. Relevant ads means better results.

With 90% reach across all internet users worldwide, the Google Display Network is the largest global display ad network across desktop and mobile to reach your audiences.

In this video series, we'll show you how to deliver on consumers' higher expectations and ultimately drive more leads and sales for your business. I'll be covering four topics in this Google Display Network video series:

- First, how to set your display campaigns for success.
- Second, how to reach the right audience at the right moment.
- Third, how to match the message and bid to the moment.
- Fourth, how to optimize for better display performance.

So what are you waiting for? Take a look at the rest of the video series to find out more about optimizing your display campaigns on the Google Display Network.

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Setup

A well-written ad is only one component of the ad unit that competes in the auction. There are several steps you can take to give your expanded text ads the best possible chance at success. Three things that can make your ads more appealing: ad extensions, keyword insertion and ad customizers

Test and Optimizeation

Well-written ad creative starts out as great only in theory. It’s up to your actual performance to see what users respond to.
It’s important to establish a robust testing and optimization process.
Do that through three key steps:
+ Test and iterate your ad creative,
+ Focus your testing efforts on high-value campaigns, and
+ Evaluate your ad rotation settings.
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