Best Practices for Expanded Text Ads: Summary
These are the best advertising practices:
Include the primary keyword in the headline. To increase relevance, use your ad group's primary keyword in the headline. It's simple and effective. The more relevant your ad is to the query, the more likely you will attract the right searchers and increase your click-through-rate when managing PPC for business (CTR)..
It's a well-known fact that first impressions are extremely important. In business, your ad copy contributes to the consumer's first impression of your brand. Not to mention that a compelling text ad encourages more clicks, which leads to more conversions..
Headline, description, and URL..
For most placements, the recommended text length is 125 characters for the Primary Text field, 40 characters for the Headline field, and 25 characters for the Description field. Your text, however, may be truncated across different placements and devices..
Text ads promote a company's brand, message, and products by using text and text links. Text ads are as old as marketing itself (consider "Want Ads" in newspapers), but text ads today generally refer to text-only advertisements used in PPC advertising..
A text ad is a type of marketing communication that advertisers can use on the Google Network to promote their product or service..