Digital Advertising Guide

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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

Page 51 of 73
 

Digital Advertising Guide

The Complete Guide for Today's Digital Marketer

Download Now
 

Knowledge Center

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  • eBook

    The Digital Advertising Guide

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  • Guide

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  • Presentation

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