Adwords Text Ad Parts | Weboptim
Google Adwords search ads for specific search terms appear above, to the right of, and at the bottom of organic results.
In addition to the traditional 3-line ads, Adwords has introduced a number of new extensions to give users even more information.
Let's look at them one by one:
The 3 main parts of an Adwords ad are the headline, the description and the URL.
Address line
Its task is to inform users. If we get their attention, we have a winning case. Adwords sets a maximum length of 25 characters.
Displayed URL
It shows where users go after a click. This is also primarily for information purposes. May differ from the landing URL - Adwords does not display this, but it is the "real" landing page. The URL displayed can be up to 35 characters long.
Description
Ads are accompanied by a 2 line description, max 35-35 characters long. It is possible that the first line will appear next to the headline (see top image), but for mobile devices it is also possible that the 2nd line will not appear. If your user search term is included in the description, Google will highlight it in bold.
Ad extensions
Ad extensions are displayed below/next to the ad description. Their primary function is to provide users with more accurate information and increase click-through rates.
They do not always appear: it depends on the ad position and whether Adwords considers that it will improve the performance of the campaign.
The main types of extensions that can be used in Hungary:
Call extensions
This is actually the telephone number of the business. It can be used for all types of campaigns and you can make an instant call on your mobile phone. It costs the same as clicking on a text ad.
Site extensions
It shows the actual physical location of the business. Also assignable to all campaign types (search, display). It is displayed when the user searches for the keyword we are using while in the vicinity of that location.
Internal link extensions
Links to other subpages of our website. This can be useful for larger sites. For use on search network only. To enter a title of 25 characters and a description of 35-35 characters.
Featured extensions
The highlighting extensions also work only on a search network. They can be used to provide additional information - highlighting key benefits that no longer fit in the ad text. The 25 character limit applies here too.
Whether these extensions have been published can be found in a statistic in Adwords. You can find out how effective they were - how many times they appeared, how many people clicked on them, what the cost per click per extension was.