Google Moving to Google AdWords A Hands-On Guide for Prem Manuel d'utilisateur télécharger pdf (Page 12)

3. Re ne your creative

As before, your text-based ads are prominent and easy to  nd. But AdWords

creative runs in a smaller format. Because they must also meet our partners’

requirements, additional guidelines apply.

For a complete list of creative guidelines, visit

adwords.google.com/select/guidelines.html

Remember: it pays, literally, to be concise, accurate and verbally adept.

Line 1: HEADLINE

25 characters, including spaces,

for your company name or ad

title; no punctuation

Lines 2 and 3: DESCRIPTION

35 characters, including spaces,

on each line for your key message

and call-to-action

Line 4: DISPLAY URL*

35 characters, including spaces,

for your display URL

(no ad copy in this line)

*The display URL can be different from your destination URL, but it should be related. The

destination URL should not generate pop-ups, and should allow a one-click return to Google using

the browser’s back button.

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Google Moving to Google AdWords A Hands-On Guide for Prem Manuel d'utilisateur Page 12