Now that Google offers expanded text ads, some marketers are still writing ads with the old, standard format in mind. But knowing how to put the expanded format to good use can benefit marketers and their brands' ROI significantly.
1. Make your ads relevant.
2. Include a strong call to action.
3. Localize by city.
4. Use countdown timers.
5. Don't use dynamic keyword insertion.
6. Use emotional triggers.
Laura Forer is a freelance writer, email and content strategist, and crossword puzzle enthusiast. She's an assistant editor at MarketingProfs, where she manages infographic submissions, among other things.