Here’s what a standard Google Search Ad looks like. Parts of the ad include Headlines, a Display URL, a Description, and Ad Extensions. Ads appear when a customer types in a search query that matches a set of highly targeted keywords, allowing you to reach people who are actively researching for your product/service
Parts of a search ad include:
Headlines: Headlines are the first line in an ad. They can include things like Company Name, Keywords, Slogans, Promotions, etc. Most customers will only read the headline and no other part of the ad.
Display URLs: Display URLs show a shortened version of your landing page url. This will often take the form of domain.com/keyword/keyword in order to help raise an ads quality score.
Description: The description is the meat of the ad. It should contain lots of relevant keywords and a Call to Action.
Extensions. There are several types of extensions, and they do not always show with the ad. Google adds them on when a search is likely to result in a conversion. These types of extensions include:
Sitelink Extensions: Sitelink Extensions link to high traffic, high intent pages on your website, like Contact Us, Coupons, Delivery, etc. Most of the time, they only include the hyperlinked header text, and not the description.
Call Extension: Call extensions include a button that allows a user to directly call the store. These are logged as conversions and count as a click on the ad.
Callout Extensions are brief, 1-2 word descriptions that highlight unique things about your business.