Text ads on the Search Network show at various levels in the Google search results. It has three parts: headline text, a display URL, and description text.
People are most likely to notice your headline text, so consider including words that people may have entered in their Google search. Your text ad consists of three headlines where you can enter up to 30 characters each to promote your product or service. The headlines are separated by a vertical pipe ("|") and may show differently based on the device someone is using when they view your ad.
Use the description fields to highlight details about your product or service. It’s a good idea to include a “call to action”—the action you want your customer to take. If your trial balloon is about an online shoe store, your description might include “Shop now” or “Buy shoes now.” If you offer a service, you might want to add something like “Get an instant quote online” or “See pricing.”
Google Ads location targeting allows your ads to appear in the geographic locations that you choose: countries, areas within a country, a radius around a location, or location groups, which can include places of interest, your business locations, or tiered demographics.
Location targeting helps you focus your advertising on the areas where you'll find the right customers, and restrict it in areas where you won't. This specific type of targeting could help increase your return on investment (ROI) as a result.
When it comes to advertising on Google Ads, consider the real estate adage: "Location, location, location!" Regardless of how great your ad is, it probably won't perform as well if it doesn't appear in the right places. Reach your customers where they are and where your business can serve them by using Google Ads location targeting. You can set and then adjust your location targeting settings at any time.
Keywords are words or phrases that are used to match your ads with the terms people are searching for.
Selecting high quality, relevant keywords for your advertising campaign can help you reach the customers you want, when you want.
This article explains how keywords work, where your ads will show, and how much they cost.
To get your ads to appear when people search for your product or service, the keywords you choose need to match the words or phrases that people search for.
If you sell frisbees, you can add "buy frisbee" as a keyword in your Google Ads campaign. When people type "buy frisbee" on Google search, your ad might appear on the search results page.
When a customer searches for a term that matches your keyword, your ad enters an auction to determine if it will show.
The cost for each keyword will be different depending on the quality of your keyword, your competition in the auction, and other factors. Make sure your keywords and landing page are all closely related to the terms that a customer might be searching for.
Source: Google Support