URL
A good practice for creating a paid search ad is having a professional looking URL, as this can significantly affect the click through rates of your paid search ad. It is also important to make sure that your ad URL does not look misleading and is relevant to the contents of the search ad.
Headline
When creating your headline, it is good practice to make use that your headline is not too generic and boring as this not help your ad to stand out from the competition, however being too audacious can also backfire, so it is important to find a good balance. Also, as there is a character limit when creating headlines, it is good practice to make good use all the space, because if it looks empty, then it might not strike enough interest in the audience to generate a click. Furthermore, it is essential to make sure that there no spelling mistakes as this can affect the success of the ad.
Call to action
Calls to action a very important practice when creating paid search ads, because with paid search ads, the purpose is usually to get people to do something whether that is to make a purchase, give their information or simple click through. Therefore, it is important to add call to action whether either in the header or in the description, good examples thing such as free shipping, 10% of sales and next day delivery can significantly increase the click through rates for the ad.
Use of key words
It is good practice to include keywords that are relevant in your search as ad as this can help to target specific audience who you’re after. There is important to do a thorough keyword research beforehand to find out the most relevant and effective keywords and jargons to use.
Star rating/review summary
Positive reviews on a paid search ad campaign can often influence viewers of the ad to click through as they can see the opinions of others and their opinions on the products and services you offer. Having a large following with good reviews can have a very good impact on your paid search ad, therefore it is good practice to incorporate it.
