After creating an Ad Group (for more information on how to create an Ad Group with WordStream please see the Creating Ad Groups tutorial) you'll need to assign ad text to that group.
Creating text ads with WordStream's intelligent ad text creation and editing tools is remarkably simple. This tutorial will show you how to associate a text ad with a specific ad group, and how to create the actual ad text.
Feel free to skip ahead to any section of this tutorial:
- Writing and Editing Ad Text
- Designating Ad Text URLs
- Determining Ad Text Status
- Cloning (Copy/Pasting) Text Ads
Once your Ad Group is highlighted, you can then proceed to create an ad for it. To do this, simply click on the "Text Ads" tab on the top right hand side of your screen, then click the "add new text" button:
This will reveal an "Edit Selected Text Ad" dialog. The ad text generator automatically populates the ad with Quality Score friendly ad text (the text is pulled from key phrases within your Ad Group):
As you can see, WordStream has made suggestions as to which words and phrases you should be using in your group's ad text; the use of these words will help tell search engines and searchers alike that your ad is relevant to their query.
But, the above ad isn't terribly compelling. We'll need to edit it a bit so it is more likely to be clicked on:
Here, in just a few seconds, we've created an ad that will be much more attractive to searchers. We used capitalization to make the ad look more reputable, added a call to action, and still used all the suggested keywords (used books, buy, and cheap). This is now a compelling ad that will help lower our costs and improve results in a number of ways.
Before we apply our ad to an ad group, we want to be sure that we are directing traffic to the right location, and that we are showing the proper URL to searchers:
Because advertisers often use long URLs for tracking purposes on landing pages Google and other search engines allow you to set one URL as your "Display" URL and another as your "Destination URL."
- Display URL - This is the URL searchers will see when your ad is displayed. It is currently against AdWords guidelines for advertisers to show a different domain name than the actual page they are sending traffic to (if your site is www.myusedbookstore.com you cannot set your display ad as www.google.com), but still allows advertisers to alter the URL without misrepresenting the domain name (it is OK to use www.myusedbookstore.com as the display URL if the destination URL is www.myusedbookstore.com/tracking-and-testing.html).
- Destination URL - This is the URL of the page you want to send people clicking on your ad to. Be sure that this is actually the page you want to send searchers searching on terms within the Ad Group you are attaching the ad text to. Remember that one of the factors that affects Quality Score is how closely related your landing page is to the keywords you are bidding on within a certain Ad Group.
Finally, you simply select a status for your ad from the drop down:
In determining the status of your ad text, you have the following three options:
- Enabled - This means that the ad text is live, and that the ad text will run as soon as you publish account changes to Google.
- Paused - The ad text is still associated with your Ad Group, but this ad will not show in response to searches on the assigned Ad Group. You can unpause ad text at at any time by highlighting the "Enabled" button and applying the changes.
- Deleted - This option deletes your ad text. Note: deleting a keyword can be undone (in the same way as for unpausing a keyword, as mentioned above).
Having decided on the appropriate ad text, destination and display URLs, and status for your ad, you can now associate the ad text to the highlighted ad group by clicking "Apply."
The error message and the white X should now disappear; you have a completed Ad Group, which you can now publish to your live search advertising account.
Often times in creating text ads, the ad variations you'll create will be largely similar to the first ad (you'll use the same destination URL, and often even only change one element for testing purposes; perhaps keeping everything but the headline the same).
For this reason, we allow you to quickly "clone" an ad so that you can create numerous variations of the text ad:
You can then go back and edit the three text ad variations you'd like to work, saving yourself the time of typing out redundancies. You can also copy the properties of an ad text (for use/export to Excel) by right clicking and choosing "copy".
For more information on how to post new Ad Groups and other account changes, or to learn more about any other aspect of utilizing the tool, please take a look at our WordStream User Guides.