There are many ways to improve the performance of your Google Ads campaign but perhaps some of the simplest focus on making your adverts better than those of your competitors. In this article, we’ll look at some simple ways for improving your adverts, and what’s more, they could help win you more customers. So let’s get started.

Make the most of available ad text

Gone are the days when you were limited to a short headline and two separate description lines. Now you can have two headlines each up to 30 characters in length as well as a longer combined description that’s up to 80 characters in length. This means you have more space than ever before to get across your marketing message and win over your customers.

The example below from Samsung shows how to effectively use the double headline feature as well as a benefit led longer description line. It also features callout extensions and sitelinks but more on those in our next section.


Utilise relevant ad extensions

If you’re not using ad extensions in your campaigns then you are definitely losing out to your competitors. Extensions give you a way to extend the functionality of your adverts and provide additional information. They’ve been proven to improve click through rates by around 10 – 15% on average.

Some of the most common ad extensions that you may want to show include:

  • Callout extensions – these let you highlight information about your products or services that may be useful to your customers.
  • Sitelink extensions – are used for displaying links to additional pages, products or services on your website and help your customers find what they want quickly.
  • Call extensions – a necessity for mobile traffic, call extensions let customers place a call to your business directly from your advert.
  • Location extensions – for any business with a physical location then a location extension can provide additional details such as your location and give customers directions to get to your business.

As well as improving your click through rates ad extensions will help to give you a better ad rank which means that your adverts are more likely to outrank those of your competitors.

Align your adverts to your landing pages

It’s all well and good making the best adverts possible but you need to make sure that you are matching the messaging you use in your adverts to your landing pages. This is one of the biggest mistakes that new advertisers make by directing traffic to the homepage of their website instead of the most relevant page on their websites.

One of the best ways to improve the experience further is by creating dedicated landing pages for your Google Ads campaigns. Focus on designing landing pages that are aligned with the needs of your customers. Match the message that you have used on the adverts to that of your landing page to keep visitors engaged.