Create an Effective Google Text AdPrepare to discuss

This week, we will discuss the impact of market segmentation. Prepare for this discussion by:

• Reviewing the introduction to Methods to Divide the Market, learning a little bit about Mr. Plow, and reviewing the key questions to consider when developing your Text Ad
• Listening: Understanding the Lifecycles of Your Website with Pamela Wilson,Links to an external site. featured on the Rainmaker.FM Copyblogger podcast
• Reviewing: Google's Create Effective Text AdsLinks to an external site., Google's Editorial GuidelinesLinks to an external site., and Google AdWords Editorial GuidelinesLinks to an external site.

These items, along with our weekly readings, the Simpsons clip, and some creativity, will prepare you to participate in this discussion.

Create and Share:

For this discussion, you should write a search ad with a call to action for your client's business, following the basic search ad format:

• • Heading
  • Two lines of advertising copy, sometimes shown on one line.
  • DisplayURL.com
  • Ad extension

Screenshot your Google text ad and post to the discussion board. Briefly explain the choices you made in the creation of your ad in the context of the four methods of dividing the market and how they are different from/similar to the target audience criteria (e.g., location) you used in the creation of your social media campaigns.

Discuss

• In what ways do you think creating an effective text ad influences the lifecycles of your website?

Don't forget:

It is essential to think through the methods of dividing the market and to consider the following key questions:

• Who do you think are the relevant users of the search ad?
• What is the best process in establishing a strategy to target your search ad to the relevant users?
• What key phrases would you consider bidding on to improve your ranking as part of this strategy and why?
• What is your SMART objective or objectives for this ad?
• What are the Google metrics that will indicate whether this ad supports your SMART objective(s)?

Then, visit Google's Create Effective Text Ads pageLinks to an external site. (you will need to sign in) and view Google AdWords Editorial GuidelinesLinks to an external site..