{"id":3948,"date":"2024-05-30T08:00:00","date_gmt":"2024-05-30T12:00:00","guid":{"rendered":"https:\/\/www.thelightstreamgroup.com\/?p=3948"},"modified":"2024-05-30T12:39:44","modified_gmt":"2024-05-30T16:39:44","slug":"how-to-create-high-impact-google-search-ads-2","status":"publish","type":"post","link":"https:\/\/www.thelightstreamgroup.com\/old_bak\/blogs\/healthcare\/how-to-create-high-impact-google-search-ads-2\/","title":{"rendered":"How to Create High-Impact Google Search Ads"},"content":{"rendered":"<p>With over 5 billion Google searches performed every single day, Google search ads can be a powerful vehicle for growing your brand.<\/p>\n<p>In this article, you\u2019ll learn how to get started with search ads, develop engaging content, add extensions, and ensure compliance with industry regulations.<\/p>\n<h2>GETTING STARTED<\/h2>\n<p>To use Google Search ads, you\u2019ll need:<\/p>\n<ul>\n<li>A product or service to promote<\/li>\n<li>A Google Ads account<\/li>\n<li>A dedicated landing page to send your traffic to<\/li>\n<li>Tracking tools like Google Analytics and Google Tag Manager<\/li>\n<\/ul>\n<p>Accounts, landing pages, and tracking tools can be set up in-house or outsourced to a knowledgeable digital advertising agency like Lightstream.<\/p>\n<div style=\"padding: 56.25% 0 0 0; position: relative; margin-bottom: 30px;\"><iframe style=\"position: absolute; top: 0; left: 0; width: 100%; height: 100%;\" title=\"SearchAdsExplainer_ExtraIntro_Video_Healthcare_FINAL\" src=\" https:\/\/player.vimeo.com\/video\/951523532?h=446b80cf83&amp;badge=0&amp;autopause=0&amp;player_id=0&amp;app_id=58479\" frameborder=\"0\"><\/iframe><\/div>\n<p><script src=\" https:\/\/player.vimeo.com\/api\/player.js\"><\/script><br \/>\nA well-researched keyword plan is the foundation of a successful digital campaign. You can use <a href=\"https:\/\/ads.google.com\/intl\/en_us\/home\/tools\/keyword-planner\/\">Google\u2019s free Keyword Planner<\/a> to discover keywords related to your product or service and see averaged monthly searches, competition, and costs for each term.<\/p>\n<p>When it comes to crafting your search ad messaging, it\u2019s important to understand <a href=\"https:\/\/youtu.be\/mxdelKnGybM\">Google\u2019s responsive search ad format<\/a>. This enables you to provide multiple headlines, descriptions, and other ad elements that can be automatically assembled into countless combinations. Harnessing the power of artificial intelligence, Google uses its algorithm to test these combinations, learn which ones perform best, and optimize ad configurations in real time to keep messaging fresh and get the best click-through rates possible.<\/p>\n<p>For each responsive search ad, you can provide up to 15 headlines with up to 30 characters each and up to four descriptions with up to 90 characters each. In any given ad, a maximum of three headlines and two descriptions may appear. These elements can appear in any order, so they need to make sense individually and in combinations. If a headline or description must show up in all ad combinations, you can pin that item when setting up the ad.<\/p>\n<h2>IMPLEMENTING BEST PRACTICES<\/h2>\n<p>Here are seven tips for developing content that converts:<\/p>\n<ol>\n<li>Write copy that will appeal to Google\u2019s algorithm and best practices by integrating relevant search terms from your keyword research that are used on your landing page. This ensures a good message match and ad relevance.<\/li>\n<li>Make sure that your copy also appeals to human readers by using language that\u2019s concise and informal. Address your audience with <em>you<\/em> and <em>your<\/em>. Keep in mind that many searches are now done by voice.<\/li>\n<li>Include a direct call to action that conveys a specific benefit. The most popular verb in top-performing CTAs is <em>get<\/em>. Employ emotional triggers and curiosity gaps to pique your prospects\u2019 interest and tempt them to learn more.<\/li>\n<li>Consider identifying a common problem and providing a solution.<\/li>\n<li>Add exact dates, numbers, and prices when possible, to add clarity and credibility to your ads. Google\u2019s ad customizers can allow you to add countdown timers and other dynamic content to your ads.<\/li>\n<li>Showcase what makes your brand unique among your competitors.<\/li>\n<li>Give your assets a gut check \u2013 <em>would I click on this?<\/em><\/li>\n<\/ol>\n<h2>ADDING EXTENSIONS<\/h2>\n<p>Stand out from the crowd by enhancing your search ads with additional responsive content in the form of callouts, structured snippets, and sitelinks. These extensions are free \u2013 you\u2019re only charged for clicks.<\/p>\n<ul>\n<li><strong>Callouts<\/strong> augment your text ads by highlighting brand or product features. They appear below your descriptions and are limited to twenty-five characters each. Callouts aren\u2019t clickable, but they can increase your click-through rate.<\/li>\n<li><strong>Structured<\/strong> snippets list specific product or service aspects organized under predefined headers. Much like callouts, they appear near the bottom of your ad and are limited to twenty five characters per value. Aim to include more than one header set and at least four values per header.<\/li>\n<li><strong>Sitelinks<\/strong> take people to helpful web pages outside of your specific campaign, like your hours, location, related products and services, or your blog. Remember that mobile users are likely to want to know how to find you or call your organization. Sitelink titles are limited to 25 characters, with two-line descriptions of up to 35 characters per line.<\/li>\n<\/ul>\n<h2>ENSURING COMPLIANCE<\/h2>\n<p>Google search ads allow for a lot of creative freedom and strategic flexibility. But advertisers in specific industries need to be careful to adhere to current regulations, policies, and advertising platform parameters related to demographic and geographic targeting. Healthcare brands may find that some content cannot be advertised at all, and other content may only be advertised in regions where a provider is licensed. There are also phrasing requirements, like prohibiting guaranteed results, that apply to ads as well as the landing pages they drive traffic to. Google does not allow for retargeting of prospective patients. Any HIPAA-covered entity or third party should audit materials in advance to prevent the misuse of patient and client information. If you aren\u2019t fully up to speed on current industry targeting restrictions, reach out to the <a href=\"https:\/\/www.thelightstreamgroup.com\/old_bak\/contact-us\/\">digital strategists at Lightstream<\/a>. We have extensive experience in helping businesses navigate regulatory challenges and develop best practices for connecting with their ideal audiences.<\/p>\n<hr \/>\n<p class=\"blog-cta\">Ready to launch a digital advertising campaign that effectively engages your audience? <a href=\"https:\/\/thelightstreamgroup.com\/contact-us\/\">Reach out<\/a> and tell us about your goals today.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How to get started with search ads, develop engaging content, add extensions, and ensure compliance with industry regulations.<\/p>\n","protected":false},"author":2,"featured_media":3924,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_wds_title":"","_wds_metadesc":"","_wds_focus-keywords":"","_wds_meta-robots-adv":"","_wds_meta-robots-noindex":false,"_wds_meta-robots-nofollow":false,"_wds_meta-robots-index":false,"_wds_meta-robots-follow":false,"_wds_autolinks-exclude":false,"_wds_canonical":"","_wds_opengraph":[],"_wds_twitter":[],"wds_primary_category":5,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-3948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-healthcare"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/3948","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/comments?post=3948"}],"version-history":[{"count":1,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/3948\/revisions"}],"predecessor-version":[{"id":3949,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/posts\/3948\/revisions\/3949"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media\/3924"}],"wp:attachment":[{"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/media?parent=3948"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/categories?post=3948"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thelightstreamgroup.com\/old_bak\/wp-json\/wp\/v2\/tags?post=3948"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}