Text ads are google ads made up of text that are show on google’s Search network. Text ads should be informative, relevant and engaging. These ads are shown below or above Google’s organic search results. The components of a text ad are: headline, description and URL.

• Include up to three headline fields
• 30 characters each
• First two headlines required, third is not
• Include at least one keyword in headline (relevance)

• Two fields needed
• Up to 90 characters
• Highlight unique details about product or service and what makes your business unique (shipping, variety, offers)
• Include prices, promotions and exclusive offers
• Empower customers to take action with Call to Actions (purchase, call today, order, browse, sign up, get a quote)
• Match copy to your landing page. Make sure promos or products in ad are included on the landing page. 

• Shows your website address
• 2 optional path fields (vanity URLS) can be added to display URL
• Each field can hold up to 15 characters. Gives users idea of what will see when click ad.
• Use keywords in vanity URL

1. Sign in to your google ads account
2. In page menu on left select ads and extensions
3. Select the + button and choose the text ad option
4. Enter a url, headline and description and optional path fields- preview on mobile and desktop will appear
5. Select save ad

• Implement 3-5 ads per ad group
• Optimize your ad rotation for clicks or conversions
• Use at least 3 extensions for each ad group

When you rotate your ads to optimize for clicks or conversions, ad groups with three or more high-quality ads may receive up to 15% more clicks or conversions, compared to ad groups with one or two ads. 

That’s because Google selects the best ad for every auction, ensuring the right message gets in front of the right customer. When combined with three or more ad extensions, this best practice can result in even better performance.

• These ads let you create text that adapt to show more relevant messages to customers
• They supply headlines, descriptions and URLs for ads
• The more headlines and descriptions you enter, the more google ads can test and serve ad variations to match user’s search terms
• Enter headlines and descriptions
• Google ads assembles text into multiple ad in way that avoids redundancy 
• Over time Google tests the most promising ad combinations and learns which ones are most relevant to your customers
• “Make sure to choose ad groups that have a good amount of traffic, and then regularly monitor their performance and ad status.”

You can provide up to 15 headlines and four descriptions for a single responsive search ad. Google Ads will automatically show different combinations depending on the search query.

• Flexibility- these ads adapt to device widths
• Relevance- google displays your most relevant ad to each unique user
• Reach- your ad will see more potential customers with multiple headlines and descriptions. Your ad will compete in more auctions and match in more search terms. To avoid having your ads show in too many search terms and therefore drain your budget it’s important to work with an ad expert like Stories with Substance.
• Performance- These ads increase your ad group performance. They attract additional clicks and conversions that existing ads aren’t capturing. Again, be careful about draining your budget with additional clicks from the wrong target segment. Be sure to work with a specialist.

Pro Tips: 

Create at least one responsive search ad for each ad group and include at least two expanded text ads in that group.

For help with writing content for your ads, check out this Search Creative Best Practices Guide.

Write successful text ads – Google Ads Help Center

Create a new text ad – Google Ads Help Center

Edit your text ads – Google Ads Help Center

Create a responsive search ad – Google Ads Help Center

Search Creative Best Practices Guide: Responsive Search Ads