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Creating a text ad for Google Adwords is a difficult craft to master. There are so many different elements to think about as you try to put your message across as clearly as you can while also worrying about the character limit. So often, we see tiny mistakes being detrimental to the success of text ads. These text ad mistakes are easy to make, but also easy to avoid if you know what they are, so let’s take a look at some common mistakes.

Forgetting your keywords

You’ve set the keywords for your ad or ad group, so your ad will show up when a user conducts a search that’s relevant for those keywords. When search results appear, people will be looking for ones that are directly relevant to what they have searched for. If those same keywords don’t appear within your headline and description, they will probably pass over it. Make sure you include your keywords somewhere in the ad to attract more attention, as they will appear in bold.

Creating headlines that are too long

You may wonder how this is possible since Google imposes a character limit on ads’ headlines, but it has been a problem for some advertisers, particularly with Google’s new expanded text ads. These ads suggest a limit of 33 characters for your headlines, but this is a rough guide. It’s not actually the number of characters that is important, but the width of the characters.

For example, letters such as “W” and “M” take up more space than “I” and “J.” If your headlines take up too much space, then Google will truncate them, cutting off the end of the text and replacing it with an ellipsis. This means you lose some of the precious real estate that you spent so long crafting text for. To make sure this doesn’t happen to your ads, be sure to use the ad preview tool to check that your ad looks as you intended it to.

Violating the advertising policy

Google reviews all text ads before they can be approved and published. A number of factors could lead to your ad failing approval, and it can be easy to slip up. Here are a few key ones to avoid:

• Writing in all capitals or with random capitalization

• Excessively using or repeating punctuation and symbols

• Replacing words with symbols, e.g. @ instead of at

• Placing an exclamation point in your headline

• Including a phone number in your headline or ad description

• Adding extra spaces between words or letters

• Including “http” or “https” in your URL

These rules make good sense as well. If Google allowed text ads that violated these rules, most users would be put off by them and would be unlikely to click because they look gimmicky, giving the impression that they might be spam.

These three text ad mistakes are easy to overlook, but being sure to avoid them could result in much more successful ad campaigns and a boost to your return on investment.