The first thing a potential customer is seeing when searching for your keywords is your ad text.
It needs to be on point, precise, and describe your business and what you are offering in as few words as possible.
You can describe what makes your business unique (free shipping, big variety of products etc)
It should also encourage a customer to click on your ads (Call-To-Action) to get through to your website and contact you.
The CTA (Call-To-Action) is one of the most important parts of your ad and should be embedded in the headline.
Purchase-focused CTAs contain “Buy”, “Shop”, “Order”, or “Get” whereas other terms such as “Learn”, “Discover”, or “Sign Up” focus more on accruing leads and likes.
Always make sure that a customer is landing on the most relevant page (called a landing page) according to the ad text your enter. They shouldn't arrive on a page for sandals if they search for high heels.
It is also recommended to take keywords from the landing page and including those in the ad text for more relevance.
Important to also remember is to, always make sure that your ad text is within the Google Editorial policies to avoid an ad being disapproved.
Below you will be taken through each step of actually building an ad.
Headline: Use the headlines to tell people about the benefits of your product or service, or your unique value proposition.
Your headline should concisely answer the visitor’s question “what’s in it for me,” and discuss the paramount value of your product/service and the outcome of using it.
This is what initially catches a customer's eye and should be where describe your business or services best.
Description: You can use these sections to outline benefits in more detail, or to give your readers an incentive to click.
What is the solution, what is the pain point you’re solving?
Be very clear about what it is that is unique about your product and use the describing lines available to give a potential customer the most incentive to choose you.