Google Ads Sponsored Links (AdWords)

Sponsored links, being the most popular form of Google Ads advertising, are displayed to internet users in the search results listing. The element distinguishing them from organic results is the clear black “Ad” label next to the link. Sponsored links consist of:

• 3 headlines up to 30 characters long,
• 2 text fields up to 90 characters each,
• URL address,
• extensions, e.g., additional links directing to relevant sections of the promoted site, clickable phone number, advertiser’s physical address, etc.

Sponsored links are displayed in response to a keyword phrase entered into the search engine, corresponding to the phrase set in the Google Ads system for which the ad is intended to display. This allows precise presentation of offers to internet users who are interested in using them. Moreover, payment for sponsored links is not charged for the ad impression itself, but only when the link is clicked. Such a precise and secure advertising system is the best way to avoid paying for ad impressions to random people. The position of a given sponsored link in search results depends on several factors, the most important of which are:

• Ad Quality Score — this is Google’s assessment of the advertising message according to usefulness and matching to the searched keyword phrase. The score is given on a scale of 1-10 and depends on three elements — expected CTR (click through rate — ratio of ad clicks to impressions), ad relevance, and landing page quality. Google emphasizes usefulness and content matching to user needs, so it’s worth ensuring correct and flawless configuration and the highest quality of unique content on the website to which the ad directs. The higher the Ad Quality Score, the lower its unit cost and better position.
• CPC (cost per click — click cost) — the rate set in the Google Ads panel for which we would like the ad to display.
• Daily budget — maximum level of daily expenditure on the advertising campaign.

Advertising in Google’s search network in the form of sponsored links is the basic method of promotion in PPC format. However, this doesn’t mean it’s simple. In practice, there are many details that need to be considered when designing a campaign to achieve desired results. Standing out among enormous competition requires calm consideration and precise planning of each individual ad. What should receive the most attention? The answer is simple — content! Therefore, ad configuration should include verification of the promotional message in the following scope:

• Maximum character count — limited possibilities mean that each ad should fully utilize the available character count. Readability of the message should be considered — each word should start with a capital letter. Placing a period at the end of the first line will move the text next to the ad headline.
• Ad content — advertising content should be interesting, encouraging, and even intriguing. Through content, users make the decision to click the link. Remember to include CTA (call to action — call to action).
• Contact number — an active contact number in text ad results is a good way to encourage users to immediately contact the advertiser.
• Text ad extensions — Google Ads enables advertisers to expand standard sponsored links with additional information, e.g., additional links to relevant subpages, physical address, or reviews. Use these and many other extensions to stand out from the competition.