Create ads

Key idea: Imagine what your customer is searching for while creating your ads.

Connect with potential customers by ensuring that your ads directly relate to what they want to buy. For example, if someone searches for "24-hour flower delivery lilies" and finds an ad with the headline "Order lilies fast - 24-hour flower delivery", clicking the ad should take them to the florist’s website where they can complete their order.

Follow these tips to optimize your text ads:

• Be clear about what you’re promoting. Your customers should know what to expect when clicking your ad. Include at least one of your keywords in your ad headline. If you included "digital cameras" as a keyword, your ad headline could be "Buy Digital Cameras". Remember that any use of trademarks in ad text needs to follow the Google Ads Trademarks policy.
• Be relevant. Make sure you’re providing an answer or solution to your customer. For example, if they’re looking for a solution near them, then your location is the most useful information and should be added to your headline. If you’re using location targeting, ensure that it’s set up to target your customers’ location without being too narrow.
• Match the description to the headline. Make sure your ad is cohesive and makes sense as a unit.
• Optimize your landing page. Review the landing page linked from your ad to ensure that the promotions or products in your ad are included. People might leave your website if they don’t find what they expect. Your landing page should also provide a great user experience with relevant content and easy-to-use navigation.
• Make sure your ads are compliant with all Google Ads policies. Text ads should meet the Text ad requirements and follow the standards set by the Editorial policy. Learn more about Google Ads policies.
• Appeal to customers on mobile. Consider creating ads that target people on mobile devices by using the mobile version of your website as a landing page and offering specials suited to a mobile audience. Learn more about mobile ads.
• Plan for performance. Ensure your budget is competitive and consider using the Keyword Planner to find better-performing keywords and expand match types if necessary. For new campaigns, allow a learning period during which your ad’s performance will be optimized.