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Google Ads is a technical platform.

Stumble into the interface, and before you know it, you’re presented with more jargon and more metrics than you can shake a stick at.

As a result, it’s very easy to get lost in the detail, and move away from the basic principles of ‘market, message, media’.

You can pore over statistics, and add numerous and varied ad extensions, and you should do both, but not to the exclusion of the basics.

You see, when most people create an ad, there doesn’t seem to be absolute clarity on which piece of the ad is which, and consequently, the ad is less effective than it could and should be.

And, just as importantly, there’s a lack of clarity on exactly which bits of your ad are shown.

When you’re creating an ad, you’ll have to fill in a number of bits of obligatory information, but you’ll have some optional ‘ad extension’ links too.

Ad extensions are important, but it’s vital to note that none of your extensions are guaranteed to be shown – them showing up depends on a number of variables.

Which means that when you’re trying to create an enticing advert, you need to begin with the basics that your searcher will definitely see:

Headline 1, headline 2, description line 1 and description line 2.

Your ad must make sense with this information only, as you can’t ensure that your extensions are shown, and with that in mind, I’ve put together a quick visual to help you see exactly which bit is which, which sections are bigger, and hopefully give you an idea of the kind of copy you should be including in each section.

Guaranteed to show:

  • Headline 1
  • Headline 2
  • Description Line 1
  • Description Line 2

Below are the sections your ad can be expanded with when you’re account meets best practices and minimum standards:

  • Location Extension
  • Sitelink Extensions
  • Call Out Extensions

Ultimately, bearing this image in mind when creating ads will help you create ads that:

  • Grab your prospect
  • Ensure the digestion of your message
  • Increase chances of them taking action on your call to action

If you want to talk about ad composition in any more detail, just let me know.

And just one final word: you might be thinking that because ad extensions aren’t guaranteed, they’re not really worth bothering with, but this isn’t the case.

The better you are at managing your account and showing Google that you’re providing a good quality search experience, the higher the likelihood of your extensions getting shown.

Speak soon,

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