🎯 Search Ads Creation: Your Message, Their Search

Imagine you’re a friendly shopkeeper standing at a busy crossroads. People walk by shouting what they need: “I want pizza!” “Where can I find running shoes?” “Best dentist near me!”

Now imagine you could instantly put a little sign in front of ONLY the people asking for exactly what you sell. That’s Search Ads!

🏪 What Are Search Ads?

Search ads are text messages that appear when someone searches for something on Google or Bing.

Simple Example:

• Someone types: “buy running shoes online”
• Your ad appears at the TOP of the search results
• They click → They land on your shoe store website

It’s Like: A magic signpost that appears ONLY when someone is already looking for what you offer.

🧱 Anatomy of a Search Ad

Every search ad has three main parts:

┌─────────────────────────────────────┐
│ 🔹 HEADLINE (Big, Bold Text)        │
│    "Best Running Shoes - 50% Off"   │
├─────────────────────────────────────┤
│ 🔹 DESCRIPTION (Explains More)      │
│    "Free shipping on all orders.    │
│     Shop top brands. 30-day return."│
├─────────────────────────────────────┤
│ 🔹 URL (Where They Go)              │
│    www.yourshoes.com/running        │
└─────────────────────────────────────┘

Think of it like a mini billboard:

• Headline = The attention grabber
• Description = The convincing details
• URL = The door to your shop

📝 Creating Your First Search Ad

Step 1: Pick Your Keywords

Keywords are the search terms that trigger your ad.

Step 2: Write Headlines (3 Required)

You need to write at least 3 headlines (up to 30 characters each).

Example for a Pizza Shop:

• Headline 1: “Hot Pizza Delivered Fast”
• Headline 2: “Order Now - 20% Off”
• Headline 3: “Fresh Ingredients Daily”

Step 3: Write Descriptions (2 Required)

Tell people WHY they should click (90 characters each).

Example:

• “Family-owned since 1995. Free delivery on orders over $20. Order online in seconds!”

🔄 Responsive Search Ads (RSAs)

What Makes Them Special?

Responsive Search Ads are like smart puzzle pieces that mix and match themselves!

How It Works:

graph TD
    A[You Write 15 Headlines] --> B[You Write 4 Descriptions]
    B --> C[Google Mixes & Matches]
    C --> D[Shows Best Combination]
    D --> E[Learns What Works Best]

Simple Explanation:

1. You give Google up to 15 different headlines
2. You give Google up to 4 descriptions
3. Google tests different combinations
4. Over time, it shows the winning combo more often!

RSA Example

Headlines You Write:

1. “Fast Pizza Delivery”
2. “Order Pizza Online”
3. “Hot & Fresh Pizza”
4. “20% Off First Order”
5. “Family Recipes Since 1990”

Descriptions You Write:

1. “Free delivery over $20. Fresh ingredients.”
2. “Order in 60 seconds. Track your pizza live.”

Google Might Show:

Fast Pizza Delivery | 20% Off First Order Order in 60 seconds. Track your pizza live.

Or:

Hot & Fresh Pizza | Family Recipes Since 1990 Free delivery over $20. Fresh ingredients.

💡 Pro Tips for RSAs

✍️ Ad Copywriting: Words That Work

Ad copywriting is the art of writing ads that make people click.

The AIDA Formula

graph TD
    A[A - ATTENTION] --> B[I - INTEREST]
    B --> C[D - DESIRE]
    C --> D[A - ACTION]

A - Attention: Grab them with your headline I - Interest: Make them curious D - Desire: Show the benefit A - Action: Tell them what to do

Power Words That Work

Before & After Examples

Weak Ad ❌

“We Sell Shoes” We have many shoes for sale. Click here.

Strong Ad ✅

“50% Off Running Shoes Today!” Top brands. Free returns. Ships tomorrow.

📏 Character Limits to Remember

🔬 A/B Testing Ads: Find the Winner

A/B testing is like a competition between your ads to see which one wins!

How A/B Testing Works

graph TD
    A[Create Ad Version A] --> C[Show Both to Searchers]
    B[Create Ad Version B] --> C
    C --> D[Measure Clicks & Results]
    D --> E[Winner Gets More Budget!]

Simple Example:

What to Test

Test ONE thing at a time:

1. Headlines

   • “Save 20%” vs “20% Off Today”

2. Calls to Action

   • “Shop Now” vs “Get Started”

3. Benefits

   • “Free Shipping” vs “Fast Delivery”

4. Numbers

   • “50% Off” vs “Half Price”

Reading Your Results

Good CTR: Above 2% is solid Great CTR: Above 5% is excellent

🟦 Microsoft Ads: The Other Search Engine

Microsoft Ads (formerly Bing Ads) runs ads on:

• Bing search engine
• Yahoo search
• MSN websites

Why Use Microsoft Ads?

graph TD
    A[Microsoft Ads Benefits]
    A --> B[Less Competition]
    A --> C[Lower Costs]
    A --> D[Older Audience]
    A --> E[Desktop Users]

Key Facts:

• About 1 billion monthly searches
• Often cheaper clicks than Google
• Great for reaching 35+ age group
• Many desktop/office workers use Bing

Google vs Microsoft Comparison

Setting Up Microsoft Ads

Good News: If you have Google Ads, you can import your campaigns directly into Microsoft Ads!

Steps:

1. Create Microsoft Ads account
2. Click “Import from Google Ads”
3. Select campaigns to copy
4. Adjust bids (often lower needed)
5. Launch!

Microsoft-Specific Features

🎯 Quick Checklist: Search Ad Creation

Before launching, check:

• [ ] Keywords match what customers search
• [ ] Headlines are clear and compelling
• [ ] Descriptions include benefits AND action
• [ ] URL goes to the right page
• [ ] RSAs have variety in headlines
• [ ] A/B test planned with one variable
• [ ] Consider Microsoft Ads for extra reach

🚀 Your First Ad: A Template

Use this as your starting point:

Headline 1: [Main Benefit] + [Keyword]
Headline 2: [Offer/Discount/Free Thing]
Headline 3: [Trust Signal/Social Proof]

Description 1: [Expand on benefits]
             [Add supporting details]

Description 2: [Call to action]
             [Urgency or guarantee]

Example Filled In:

Headline 1: Fast Pizza Delivery Near You
Headline 2: First Order 25% Off
Headline 3: 4.9 Stars on Google

Description 1: Hot, fresh pizza at your door
in 30 minutes. Family recipes since 1995.

Description 2: Order now. Free delivery
over $20. 100% satisfaction guaranteed!

🧠 Remember This

Search ads appear when someone is ALREADY looking for what you offer.

• Write like you’re talking to ONE person
• Focus on THEIR benefit, not your features
• Test, learn, improve, repeat
• Don’t forget Microsoft Ads!

You now know how to create search ads that connect your message with people who are actively searching. Go build your first ad! 🎉