Creating Search Ads On Google
By Bob Scott, Partner, French/Blitzer/Scott
Once a marketer decides to create and run search ads on Google, the biggest creative challenge is fitting a message that will resonate with “Googlers” into one headline (25 characters each) and two lines of copy (35 characters each). For digital copywriters, brevity is the new paradigm. Not only must the message “fit the space,” but it must be rife with key words. Throw in the fact that spaces between words count as characters, and you now understand the creative challenge.
Having been a writer most of my professional life and having composed any number of search ads on Google, I can confess that the challenge is real. The ad is a totally unique creative unit, almost like creating a 10-second television or radio commercial, without the benefit of visuals or sound effects.
Thank God for the “Word Count” device in my Mac tool kit!
Unlike advertising of the past, response to your ads on Google is immediate. You don’t have to wait months to know that your message is resonating. Once live on Google, you know within hours if it’s garnering interest (click-throughs).
Many marketers test as many as five ads on the same subject or product to establish a benchmark of best performers. Then the creative challenge is to devise new ones that raise the bar on response.