Set up ad groups
Each campaign can contain one or more ad groups, and each ad group contains ads and keywords. Ad groups allow businesses to organize ads by common themes, such as the type of product or service you want to promote.
Set up ad groups and fill in ad group names and keywords. An ad group contains one or more ads and a group of related keywords. To achieve the best results, try to make all ads and keywords in an ad group focus on one product or service.
For example, suppose a business that sells desserts, drinks and snacks on its website sets up each ad group to contain a list of keywords, each list is created specifically for one product it sells.
Create ads
After creating campaigns and ad groups, you can start creating ads. Taking search network ads as an example, the corresponding text ads should be informative, relevant and attractive. Text ads on the Google search network are displayed above and below the search results and are the simplest online ads offered by AdWords. Here is a text ad placed on the search network). This type of ad consists of the following 3 parts: title, display URL and ad description.
(1) Create a text ad
Enter the final URL, title text, text in the “Display Path” field, and ad description text. A text ad contains two titles. In each title, you can enter up to 30 characters to promote the product or service. The two titles are separated by a hyphen “-“.
Display URL (usually in green font), which consists of the domain name of the final URL and the text in the optional “Path” field. The maximum length of Path 1 and Path 2 is 15 characters.
The ad description is used to highlight the details of the product or service. It is recommended to add a “call to action” and some attractive words (such as cheap, discount, etc.). If you are an online store selling sports shoes, you can add “buy sports shoes” in the ad description. If you are a merchant providing services, you can add “get quotes online” and other content. The maximum length of the ad description is 80 characters. When you enter this information, the mobile and desktop versions of the ad will be displayed immediately in the “Ad Preview”.
(2) Set up the keyword insertion function
Merchants can add keywords to the ad title, or to the ad description line or URL field to increase the relevance of the ad to potential customers. The keyword insertion function can automatically add keywords in the ad group that trigger the ad to be displayed.
For example, if a chocolate online store is running an ad, it can add the following keyword insertion code to the ad title. Ad title: buy{KeyWord: chocolate}
AdWords will try to replace this code with a keyword in the ad group (“darkchocolate”, “sugar-free chocolate”, “delicious truffle chocolate”), but if it cannot be replaced, it will use the default text “chocolate”. It should be noted that the search word used by the user may be different from the keyword. In the last example, because the keyword “delicioustruffle chocolate” is too long, “chocolate” is used in the title.
The steps for keyword insertion are as follows.
When entering your ad text, type a curly brace “(” and select Keyword Insertion from the drop-down menu. In the “Default Text” section, enter the word or phrase you want to appear if your text cannot be replaced with your keyword.
Select the keyword capitalization option. Click the “Apply” button.