What are Google Ads


Previously known as Google Adwords, Google Ads is a paid online advertising platform provided by Google. Google Ads work when a person searches a keyword and is taken to the search engine results page (SERP). Paid advertisements can be included in the results shown to this person when they have targeted the keyword that person Google searched. These paid advertisements are Google Ads, and they look nearly identical to the organic search results that appear below them. This is also beneficial since the first results on Google generally get the majority of traffic.


How Google Ads Work


Google Ads operate on a pay-per-click (PPC) model. After selecting a specific keyword on Google you make bids on the keyword, competing with other people also targeting that keyword. The ideal keyword should be whatever word a person would search in order to find out information about the industry, service or product your business provides. This is why knowing the intent of what your ideal customer would be searching for is key to finding the right keyword.


The bids you make on a keyword are maximum bids, or the maximum you are willing to pay for an ad. Another option is just to set a maximum daily budget for your ad. This will ensure that you will never spend more than that amount for that ad per day. Doing this can help you determine how much you should budget for your digital ad campaign. There are three options for your bid:

  1. Cost-per-click (CPC). How much you’ll pay when someone clicks on your ad.
  2. Cost-per-mille (CPM). How much you’ll pay per 1,000 ad impressions.
  3. Cost-per-engagement (CPE). How much you’ll pay after someone performs a specific action on your ad, such as subscribes or watches a video.


After determining the bid amount, Google pairs it with an assessment of your ad, called a Quality Score, which assess the quality of the ad you are trying to create. The idea is that the more clicks an advertisement gets, the more likely it is accomplishing its goal of leading people to a website, or to making a purchase.


Now that we have broken down how Google ads work, let’s talk about how to write and design for two types of ads you can use for your campaign,  

  • Search Ads
  • Display Ads



Search Ads


Search Ads appear as a text ad in the results page for the keyword you have chosen. They are perfect for finding customers who were already looking for precisely what your business has to offer. Search ads can also appear as images on the search results page and appear as results in Google Shopping. If you offer a physical product, Google Shopping ads can be a great way to show your product directly to potential customers.


Display Ads


Display ads appear on Google’s vast website partners as ads on these different websites all over the Internet. They can also appear as ads on Gmail and other apps. These ads can be formatted as text, banners, videos or GIFs.


Before writing and designing your Google Ad


Before you will be able to write the actual copy for the ad, Google will guide you through four pages which will require you to define your main advertising goal, business or nonprofit, desired audience and the product or service you are advertising. Once these pages have been completed you will be taken to a new page to write the copy for the Google ad.


How to Easily Write Google Search & Display Ads

  How To Easily Write Ads For Google


Search Ads


Once you have navigated to the page, ‘Let’s write your ad,’ it’s time to craft the copy for your Google ad. Search ads require you to write a Headline 1, Headline 2 and a Description. The copy for headline 1 should clearly and concisely define what the service, product, or event is that your Google ad is marketing. Headline 2 should be used to state the name of your business or nonprofit.


Depending on which headline has more characters leftover, a separate space should be allotted to asking a short question about where the best place is for finding the service, product, or event your Google search ad is marketing. This question should be written after the service/product/event has been stated (in Headline 1), or before the name of your business or nonprofit (in Headline 2). Remember to remain within the restricted number of characters available to use within Headline 1 (30), Headline 2 (30) and the Description (90) of the Google ad.


The Description of your Google search ad should expand upon why your business or nonprofit is the best place for finding the service/product/event it is marketing. The description should also have a compelling call-to-action. It should work to connect this call-to-action with what the ad is marketing, while expanding upon why your business or nonprofit is the best place for attaining or answering inquiries about the service/product/event that has been highlighted in this Google search ad.


Display Ads


Display ads also require you to write a Headline 1, Headline 2 and a Description. The copy for headline 1 should state the name of your business or nonprofit. Headline 2 should clearly and concisely define the service, product, or event being advertised with this Google display ad. The description should be focused solely on a motivating call-to-action. Again, don’t forget to remain within the restricted number of characters available to use within headline 1, headline 2, and within the description.


Successful Google Ad Copy


The big secret to writing successful Google ad copy is knowing your audience. This is why prior to writing your Google ad, defining your target market is essential. Once you know who the target audience is that your Google ad is aiming for, you can determine how your ad can best address the needs this ad is hopefully addressing. Achieving this will allow you to be able to create copy that will prompt your target audience to click on you Google ad.


After you’ve crafted your ad copy, click Next.


How to Easily Design Google Search & Display Ads


Now it’s time to choose images.

How to Easily Design Google Search & Display Ads


Search Ads


Selecting images is an optional step for search ads, however it is highly recommended as images can really elevate your ad. Since it is easier for the human brain to remember text that is accompanied by an image, adding an image or a logo has been proven to make your ad more memorable and effective.


Display Ads


Unlike a search ad, when designing a display ad you will have to select an image that fits the aspect ratio, or size of the type of format you are using for the ad, such as a banner. Once you have decided the type of display ad you will be using and therefore the size that the image will need to be, you can move on to selecting the perfect image for your ad. Designing your search ad then requires the same steps as a display ad.


Search & Display Ads


Designing a search or display ad all comes down to selecting the perfect image. This image should depict what your ad is selling. If it is a product, that is your picture right there. If it is a service or event, pick an image that embodies the heart of that service or event. This image should be aesthetically pleasing and also aim to provoke your target audience to click on your ad. What image would peak their interest? If you can answer that question, you’ve found your image.


Once you’ve chosen your images, click Next to finish setting up your Google ad.


(Conclusion: After Your Google Search and Display Ads Have been Written and Designed.)


Now that you have finished writing and designing your Google ad, Google will guide you through the final three pages to finalize your ad. These steps include setting your budget, reviewing your campaign, and confirming your payment. After you have completed all of the required steps on these pages your ad will be complete and the campaign will begin running!    





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Brittany Hardy Owner Brittany Hardy is the Owner of Empty Desk Solutions, a boutique marketing company located in Port Moody B.C. Brittany is passionate about helping small businesses achieve their growth goals with marketing solutions that are both effective and affordable. After many years of working in retail management and then as the Marketing Manager for Canada’s largest mortgage company, Brittany decided it was time to pursue a life-long goal of creating her own business. Naturally she likes to help others and decided there was no better way to do this than to use her creative talent to help others who want to do the same thing. With three young children, Brittany believes in balancing work and home life and continues to find new ways to support and employ other mothers who want to start their own businesses or stay at home with their children. Social media marketing continues to evolve for small businesses and Brittany and her team are passionate about helping these businesses navigate how they can benefit from these networks. Brittany has been a finalist for the Women of Worth awards, the Tri-Cities Business Excellence awards, and has most recently been featured in Small Business BC and in the Huffington Post. Social Media Links: Facebook LinkedIn TwitterGoogle Find us on Instagram: @brittanyebh ⎜ @emptydesksolutions