Matt Umbro says, “I’ve been in the paid search industry for a nearly a decade. A lot has changed since I first learned how to write a simple ad with a 25-character headline and two 35-character description lines.

Though the fundamentals of ad copywriting and testing remain in play, text ads have evolved to the point where you must consider many different components. Between devices, formatting, ad extensions and audience types, writing effective ad copy is more reliant on multiple factors than ever before.

Just last month, AdWords rolled out IF functions to add another layer of ad customization. This feature allows advertisers to change the ad message depending on the user’s device. For example, a user searching on a mobile device could see a message that says, “Shop from your phone,” while the desktop message may say, “Shop our selection”.

How to write PPC text ads in 2017’s sophisticated environment

Search Engine Land

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