{"id":1703,"date":"2018-12-20T10:24:41","date_gmt":"2018-12-20T10:24:41","guid":{"rendered":"http:\/\/www.certificationanswers.com\/?p=1703"},"modified":"2018-12-21T12:10:11","modified_gmt":"2018-12-21T12:10:11","slug":"when-creating-text-ads-to-advertise-a-clients-small-chain-of-italian-restaurants-what-should-you-include-in-the-ad-text-to-make-it-compelling-to-potential-customers","status":"publish","type":"post","link":"https:\/\/www.certificationanswers.com\/en\/when-creating-text-ads-to-advertise-a-clients-small-chain-of-italian-restaurants-what-should-you-include-in-the-ad-text-to-make-it-compelling-to-potential-customers\/","title":{"rendered":"When creating text ads to advertise a client&#8217;s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?"},"content":{"rendered":"<p>When creating text ads to advertise a client&#8217;s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers?<\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li><span style=\"color: #008000;\"><strong>Include call\u2013to\u2013actions, such as &#8220;Find the nearest location&#8221;<\/strong><\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Information about Italian food in the description<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Use the same headline and description as other advertisers<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>An exclamation point in the display URL<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>Explanations:<\/p>\n<p>&nbsp;<\/p>\n<p style=\"padding-left: 30px;\">Almost every online tutorial is giving you a wrong answer to this question pointing to &#8220;information about Italian food in the description&#8221;. But it&#8217;s a way to generic term. It&#8217;s like selling Porsche and writing what is a car in description. And it&#8217;s not relevant. Client is advertising his restaurants in particular location, not Italian food in general.<\/p>\n<p style=\"padding-left: 30px;\">Use the description to highlight details about your product or service. It\u2019s a good idea to include a \u201ccall to action\u201d\u2014the action you want your customer to take. If you\u2019re an online shoe store, your description might include \u201cShop now\u201d or \u201cBuy shoes now.\u201d If you offer a service, you might want to add something like \u201cGet an instant quote online\u201d or \u201cSee pricing.\u201d<\/p>\n<p style=\"padding-left: 30px;\">Read more here: <a href=\"https:\/\/support.google.com\/adwords\/answer\/1704389?hl=en\" target=\"_blank\" rel=\"nofollow noopener\">https:\/\/support.google.com\/adwords\/answer\/1704389?hl=en<\/a><\/p>\n<p>&nbsp;<\/p>\n<p style=\"padding-left: 30px;\">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?<\/p>\n<p style=\"padding-left: 30px;\">Well\u00a0the problem\u00a0is between choosing \u201cInformation about Italian food\u201d and \u201cCTA find\u00a0the nearest \u201d 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 \u201cInformation about Italian food in the description\u201d.<\/p>\n<p style=\"padding-left: 30px;\">So, why you should select \u201cInclude call\u2013to\u2013actions, such as \u201cFind the nearest location\u201d? Well, first, \u201cinformation about Italian food\u201d is a way to broad. If you\u2019re 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\u2019re missing the opportunity to show the most relevant information for your targeted audience \u2013 where they can find your restaurants.<\/p>\n<p style=\"padding-left: 30px;\">Tip: Use Buyers journey methodology to understand at which stage your targeted Buyer personas\u00a0are and tailor your ads based on this information.<\/p>\n<p style=\"padding-left: 30px;\"><a href=\"https:\/\/www.en.adwords-community.com\/t5\/Basics-for-New-Advertisers\/7-Tips-on-How-to-Write-Compelling-and-Effective-Ad-Copy\/td-p\/95168\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Source<\/span><\/a><\/p>\n<p>&nbsp;<\/p>\n<p><iframe loading=\"lazy\" title=\"When creating text ads to advertise a client&#039;s small chain of Italian restaurants, what should you i\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/Jz9t9pmJq3Q?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When creating text ads to advertise a client&#8217;s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers? &nbsp; Include call\u2013to\u2013actions, such as &#8220;Find the nearest location&#8221; &nbsp; Information about Italian food in the description &nbsp; Use the same headline and description as other advertisers [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[32],"tags":[],"class_list":{"0":"post-1703","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-google-adwords-fundamentals","7":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u25b7\u2764\ufe0fWhen creating text ads to advertise a client&#039;s small chain of Italian restaurants, what should you include in the ad text to make it compelling to potential customers? 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