The tendency, when writing ads, is to use every character possible, in the headline and description lines.
It’s often hard enough to even fit what you want within that small amount of room.
I’ve had cases where I mentally pat myself on the back when I get an ad that works (at least to my eye), and uses up every character!
But when it comes to trying different ads:
I challenge you to also try shorter versions of your ads.
Especially once you have a good ad going and are scratching your head to think of a different ad to try (and of course, that’s a recurring theme with me … especially for Adgroups that are paying off … you want to find “more juice” if you can).
For example, when advertising products and I’m focusing on the low price: if there is free shipping, I try to always fit that fact in the ad.
But once you have the ad humming along and working, why not try leaving that out. At least enough to do a quick test.
You may find that a smaller, more concise, ad will attract even more clicks. And if you get more clicks, you should then do even better conversion – because the visitor then get the happy surprise of free shipping (if it’s presented well on the landing page)
And beyond that, there are often things you can try leaving out. Things you think you have to leave in. But maybe they’re not that important to the reader.
Maybe you have “Garmin StreetPilot c340 GPS” in your ad, for people doing searches for that product.
But you could try leaving out “GPS” – since anyone searching for it already knows it’s GPS.
Anyway, the thing is that often a smaller tighter ad can do better, and is worth a try.
Not always. But you should try both angles: short and “full detail”.