Designing Your Ad
When you create your SEM ad on Google or Bing, you have a couple of options: a text ad or an image ad.
THE TEXT AD
Like most online advertising venues (e.g., social media sites like Facebook), search engines have very specific constraints for the ads that appear on their sites. All ads on Google or Bing must have the same basic elements:
Headline: The headline for your SEM ad can be no more than 25 characters. Therefore, you want to make the headline snappy! You want the headline to tie in with what the client is seeking. Examples: “Medical offices for lease,” “Most durable work shoes.”
Note: Your headlines should be as dynamic ...
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