Set up your expanded text ads for success - Google Best Practices Video Lecture | Create Effective Text Ads - Google Best Practices - Marketing

hello the internet welcome back to our
ongoing video series all about creating
effective text ads and Adwords my name
is sean quadlin i'm a product marketing
manager here focusing on adwords best
practices right now we're going to talk
about how to set up your expanded text
ads for success now a well-written ad is
only one component of the ad unit that
competes in the auction there are
several steps you can take to give your
expanded text ads the best possible
chance of success three things that can
make your ads more appealing ad
extensions keyword insertion and ad
customizers to start implement all ad
extensions that make sense for you the
more the better
but try for four different extensions
whenever possible ad extensions make
your ads more prominent and appealing
for users and they're all designed to
complement your text ads multiple
extensions can show with your ads so
enable everything that makes sense for
your business identify which extensions
work for your business and then
implement them check out our series
about ad extensions if you want to learn
more the best combination of these
extensions is automatically determined
on an auction by auction basis the more
extension combinations you have
available the better chance you have it
success at each auction one important
consideration with your ad extensions is
that you might need to update them to
avoid overlap with expanded text ads as
you rewrite your ad text for expanded
text ads you'll most likely be able to
include additional benefits that didn't
fit when you had fewer characters
extensions that repeat what you already
say in your ad text won't serve in order
to prevent that ensure that your
extensions have fresh differentiated
content you should also feel free to add
additional extensions when possible such
as with call-outs and site links that
way you won't need to worry about
whether those extensions duplicate
existing ads the system will try to
deduplicate on your behalf and cyclone
extensions that offer something new to
your users next there are a couple of
cool features that can save time for you
especially if you have a lot of ads to
maintain keyword insertion dynamically
updates your ad text to include one of
your keywords when it matches a user's
search keyword insertion is best used
with tightly themed ad groups where all
keywords are perfectly relevant to be ad
take care that your dynamic insertions
don't cause grammatical errors like
mixing plural phrasing with a singular
keyword you can also use ad customizers
to tailor your ads to a user search and
make things more compelling the
countdown feature lets your ads
dynamically create a genuine sense of
urgency location customizers let a user
know that you offer what they want and
that it's nearby
and those and many other ways you can
make tailored ads that scale across your
entire account to recap there are a few
key ways to make your entire ad unit as
compelling as possible in the new world
of expanded text ads use ad extensions
keyword insertion and ad customizers
thanks so much for watching this video
please check out the rest of our series
about creating effective text ads and
Adwords
you