A Google ads description is a compulsory anatomy of a google ad it’s located below the headline and it’s a crucial section where you can provide additional information about your product/service or anything else. It’s an opportunity to explain and promote your ad to provide value and persuade potential customers to click your ad.
The anatomy of a description is 90 characters in length and you can have a total of 4 which will rotate depending on Google unless you’ve specified a locked position.
Some consideration when crafting a well written Google ads description include:
- Provide value - the description shouldn’t be fluff it should provide more context about the ad
- Be engaging - Remember it’s a space for your to persuade potential customer to click your ad so make it compelling and engaging
- Include Keywords - Try incorporating the keyword for which the ad is showing up for, this helps relevant and it’s proven to improve click through rate.
- Encourage action - Utilise direct response copy to try to encourage a click something compelling in your offering that will encourage a click through.
- Align with Keyword intent - align the description with the bidding keyword if the keyword intent is commercial then, providing an offer or highlighting sales might entice the potential customer further.
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