Online Advertising

Paid online advertising, through Search and Display Networks, is a great way to instantly drive targeted traffic to your website. Search Network advertising allows you to target based on keywords and therefore you drive targeted visitors to your website on a pay per click model (PPC). Display Network advertising is also known as banner advertising allow you to build brand impressions and have a variety of targeting options. This section is all things Adwords, Bing, terminology, and best practices for paid advertising.

List of Character Limits – Google Adwords

For Expanded Text Ads with Ad Extensions

In 2016, Google Announced the launch, and eventual changeover, to an Expanded Text Ad format. The change gave the ads a little boost in clickable real estate and a longer description. Here are some answers to some faq’s I get about the Expanded Text Ad format and Ad Extensions.

  • Expanded Text Ads are the basic format for text based search ads on Google’s Search Network.
    The ads can show on mobile and desktop (and variations in the display network).
  • Character limits apply to the standard elements of the ad and to the Ad Extension.
  • Ad Extension are optional features to extend information in the ad.

The following image is generated using a ad preview tool to show how the various Ad Extensions show up on an Expanded Text Ad, and the character limit list is located below. Note, that the ad above the phone is a desktop view. That preview tool is located at: Expanded Text Ad Preview Tool Thanks guys at @karooya!

Elements of a Google ad including extensions with desktop and mobile previews

Character Limits for AdWords Ads and Extensions

Expanded Text Ad
Headline 1: 30 Characters
Headline 2: 30 Characters
Description: 80 Characters
Path 1: 15 Characters
Path 2: 15 Characters

Sitelink Extension
Link Text: 25 Characters
Description Line 1: 35 Characters
Description Line 2: 35 Characters

Callout Extension
Callout Text: 25 Characters

Structured Snippet
Value 1, 2, 3…: 25 Characters

Want to learn More?

Google’s Best Practices for Effective Ads

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Google Ad Grants For Nonprofits: What You Need to Know

Google offers a $10,000 grant for in-kind advertising for non-profits who meet the eligibility requirements. This a great way to boost your non-profit’s visibility in the community and promote your events, fundraising activities, and volunteer-ship. Here’s what you need to know about the Google Ad Grants.

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Understanding Click-Through Rate (CTR) & Common Pitfalls

Click-Through Rate (CTR) is a simple metric that shows that rate at which an ad impression receives a click. It’s a core measurement in Search Engine Marketing and yet, slightly misunderstood on the surface. Let’s look at this major ad performance metric.

What is Click-Through Rate?

Whenever and however you generate traffic to your app or website — be it through any channel (social, organic, referral, paid, display, email) — your links, banners, or ads will have impressions (views) and clicks. Impressions are the number of times a link or ad was seen, or rather available on the screen to be seen. Clicks are, well, people who clicked the link or ad. Click-Through Rate is the percentage of people who saw the impression and clicked it.

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Google Adwords – Choosing Campaign Types

Adwords Choosing Campaign Types

As of now, Google Adwords contains six different campaign types to select. Choosing a campaign type is your first step in getting ads running, so study up. Each campaign type has secondary features that expand and contract the functionality in the campaign (e.g. Standard, All Features, Mobile app installs, Dynamic Search Ads, Call-only, Marketing Objectives, etc.). Fortunately, those features change on-page, as you select, for easy viewing.

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5 Super Tools for Online Advertisers

My favorite super tools for online advertisers, web developers, and SEO mavens.

Sharing is caring, so here are my top five go-to “super tools.” The websites and applications below produce tools that I use regularly for a variety of tasks in online advertising and SEO. I’ve listed them here in order of my usage. All of them are free tools and they serve a variety of purposes. Ready to decrease your workload and work smarter, not harder?

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