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When creating text ads to advertise a client’s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?

 

• Include call–to–actions, such as “Find the nearest location”

 

• Information about Italian food in the description

 

• Use the same headline and description as other advertisers

 

• An exclamation point in the display URL

 

Explanations:

 

Almost every online tutorial is giving you a wrong answer to this question pointing to “information about Italian food in the description”. But it’s a way to generic term. It’s like selling Porsche and writing what is a car in description. And it’s not relevant. Client is advertising his restaurants in particular location, not Italian food in general.

Use the description 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 you’re 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.”

Read more here: https://support.google.com/adwords/answer/1704389?hl=en

 

People often make mistakes in this question despite the fact this question is an aged one. It is in the exam already more than 2 years at least. So, what makes it confusing?

Well the problem is between choosing “Information about Italian food” and “CTA find the nearest ” as two other options are clearly wrong. Keep in mind that you can (and should) use location extensions. So, why you should point to locations when you can achieve that with ad extensions? And, use a description to promote something related to Italian food. This logic leads to selecting the wrong option “Information about Italian food in the description”.

So, why you should select “Include call–to–actions, such as “Find the nearest location”? Well, first, “information about Italian food” is a way to broad. If you’re trying to reach people who are searching for Italian food restaurants in a specific location, information about Italian food is simply irrelevant. They are searching for places to eat, not to read blogs about food. Second, location extensions do not appear always. So, if your ad appears in the format without location extensions you’re missing the opportunity to show the most relevant information for your targeted audience – where they can find your restaurants.

Tip: Use Buyers journey methodology to understand at which stage your targeted Buyer personas are and tailor your ads based on this information.

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