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| what makes up a PPC advert? |
what makes up a PPC advert?
Text PPC adverts follow the same basic structure:
Heading
Two lines of advert copy,
Which can be displayed on one line
www.DisplayURL.com
The URL shown is not necessarily the URL that the user will click through to. When writing the copy, these are known as the display URL (what is shown on the advert) and the destination URL (what the actual URL of the page is). The display URL is sometimes also called a vanity URL. The aim should be to send users to a web page as specific to their search, and the PPC advert, as possible. This is known as deeplinking.
The display URL must be the same domain as the destination URL. Google will only show one advert per display URL.
So, an advert might look like this:
Roses for Valentine’s A dozen red roses for your love;
Fast, free delivery in RSA.
www.flowers.co.za/roses
The search engines limit the characters in each line. There are also restrictions on what you are allowed to write in an advert. Here are some of the editorial guidelines from Google AdWords:
Text PPC adverts follow the same basic structure:
Heading
Two lines of advert copy,
Which can be displayed on one line
www.DisplayURL.com
The URL shown is not necessarily the URL that the user will click through to. When writing the copy, these are known as the display URL (what is shown on the advert) and the destination URL (what the actual URL of the page is). The display URL is sometimes also called a vanity URL. The aim should be to send users to a web page as specific to their search, and the PPC advert, as possible. This is known as deeplinking.
The display URL must be the same domain as the destination URL. Google will only show one advert per display URL.
So, an advert might look like this:
Roses for Valentine’s A dozen red roses for your love;
Fast, free delivery in RSA.
www.flowers.co.za/roses
The search engines limit the characters in each line. There are also restrictions on what you are allowed to write in an advert. Here are some of the editorial guidelines from Google AdWords:
Heading: maximum 25 characters
Line 1: maximum 35 characters
Line 2: maximum 35 characters
Display URL: maximum 35 characters
No repeated exclamation marks
No word may be written in capitals only
No nonsense words may be used
No claims of “best”, “number one” or superlatives may be used unless they can be verified by a reliable 3rd party source Product numbers may be used .
Line 1: maximum 35 characters
Line 2: maximum 35 characters
Display URL: maximum 35 characters
No repeated exclamation marks
No word may be written in capitals only
No nonsense words may be used
No claims of “best”, “number one” or superlatives may be used unless they can be verified by a reliable 3rd party source Product numbers may be used .
