Overview: To effectively create ads for search engine marketing it's important to include the appropriate keywords users are utilizing in a natural and fluent tone to ensure campaign success.
The Google Ads Console requires a mix of headlines, descriptions and extensions that it will use to create as a response to a query. Ads will be shown across Youtube, Display, Search, Discover, Mail, and Maps.
Scenario: Oscar's Bakery, located in Boulder, Colorado, is an established vegan bakery that wants to promote its new online feature using SEM.
In order to promote this fictional cafe, it's important to craft a variety of headlines and descriptions that will utilize keywords associated with the business. Using all the data that we have about the business, the following headlines descriptions and extensions were written to be used by Google Ad Console.
Keywords
Vegan baked goods
Vegan cakes delivery
Vegan treats online
Order vegan desserts online
Order vegan cupcakes online
Headlines (30 Characters)
Award winning vegan treats.
Get 15% off vegan treats.
Free delivery on vegan cakes.
Free delivery on vegan goods.
A cake for every occasion
Order vegan treats online
Organic, Vegan, and Tasty
Order gluten-free baked goods
Order healthy vegan goods
Gluten-free and flavourful
Descriptions (90 characters)
Free delivery on vegan baked goods from Boulder’s award winning Oscar’s Bakery.
Get 15% off our award winning vegan and gluten-free cakes and treats.
Free delivery of vegan treats, desserts and cakes from our award winning bakery.
Boulder’s best gluten-free bakery now offering free delivery of all online orders.
Healthy and delicious deserts and treats delivered to your home for free, order now.
Extensions (25 characters)
Free delivery
15% off of first order
Healthy, vegan food
Award winning bakery
Gluten-free bakery
Conclusion: It's important to include a varied copy mix that includes important keywords all while meeting Google's input criteria.
Ideally the campaign should run for at least six weeks to give machine learning adequate time to optimize results.
This campaign focused on SEM and that is why there are no images. Advertising across Google's entire digital channel would involve the addition of images showcasing the products along with the company logo.