Paid Search Ads
Overview
Search ads are text-based ads that typically appear within Google, Bing or Yahoo! search results. They are used to place a brand's message at the critical moment when a consumer is actively looking for a particular brand or solution via keyword search. Search ads are purchased on a real-time auction bid on a cost-per-click (CPC) basis. The cost of the click is determined by the competitiveness and relevancy to the user, based on the particular search term being purchased in the keyword auction marketplace.
In the example above, a relevant search ad is delivered against a Google search query.
Paid search ads have a character limit for each line of the ad. Different search engines have different character lengths, but, in general, there are four lines that you can influence.
| EXAMPLE AD | MAX LENGTH (MOST LANGUAGES) | MAX LENGTH (DOUBLE-WIDTH * LANGUAGES) | |
|---|---|---|---|
| HEADLINE | EXAMPLE WEBSITE | 25 CHARACTERS | 12 CHARACTERS |
| DESCRIPTION LINE 1 | SUMMER SALE | 35 CHARACTERS | 17 CHARACTERS |
| DESCRIPTION LINE 2 | SAVE 15% | 35 CHARACTERS | 17 CHARACTERS |
| DISPLAY URL | WWW.EXAMPLE.COM | 35 CHARACTERS | 17 CHARACTERS |
* DOUBLE-WIDTH LANGUAGES ARE LANGUAGES THAT USE DOUBLE-WIDTH CHARACTERS, LIKE CHINESE, JAPANESE AND KOREAN
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