Ad Template Generation 101

Contents

  1. Introduction
    1. Summary
    2. Key Components
  2. How-To’s
    1. How to Create Extended Text Ads
    2. How to Create Responsive Search Ads
    3. How to use Ad Copy Insertion Variables
    4. How to Publish and Manage Ads

Summary

The Ad Template creation tool allows users to build multiple combinations of ad copy elements, publish different copy based on logical rules, and bulk publish across multiple campaigns and ad sets. In addition, the Jove ad template tool allows users to view performance data across all ads that use the same template.

Key Components

  • Ad Elements

    • Headline- The headline is the most prominent part of a search ad. On the Search Engine Results Page (SERP), an ad may display up to 3 headlines at a time. Maximum characters allowed is 30.
    • Description- The description allows marketers to offer more information relevant to the product, service or organization being advertised.On the SERP, an ad may display up to 2 descriptions ata time. Maximum characters allowed is 90.
    • Final URL- Where a user will land upon clicking on an ad.
    • Display URL Path- The webpage address that appears in an ad. Normally, any URL path after the domain will be truncated and replaced by the Display URL path, which may offer a more descriptive text or text more relevant to search query.
  • Ad Copy Insertion Variable

    • An Ad Copy Insertion Variable is a placeholder variable that may be used in Jove’s ad template tool to replace copy based on logical conditional rules applied to ad group and campaign name.
    • Ad Copy Insertion Variables are not “dynamic” like Google’s native ad customizer tool. This provides an advantage in that one may use insertion variables to satisfy the minimum 1 standard expanded text ad (whereas ad customizers do not satisfy the requirement).
  • Expanded Text Ad

    • The standard format for Google and Microsoft Ads. Expanded text Ads require 2 headlines, 1 description and a final URL.
  • Responsive Search Ad

    • An ad format which allows users to input many variants of each ad element and allows Google or Microsoft to optimize the combination of the elements on-the-fly before displaying on the SERP.
  • Expansion (vs. Assignment/Publish)

    • Expansion (Jove) - In Google/Microsoft Ads, every ad must be associated with an ad group. In the Jove platform, an ad template exists as a separate entity from an ad group. To create ads, Jove “Expands” the template into every ad group that it is assigned. After every ad group has received an expanded ad, then users may publish the drafts to the ads platform.

How-To’s

How to Create Expanded Text Ads

The Expanded Text Ad (ETA) Template in Jove allows users to create multiple permutations of all the available elements that make up a Google/Microsoft Search Expanded Text Ad with a MAXIMUM of 10 variations.

An ETA in Google is comprised of the following elements:

  • Headline 1
  • Headline 2
  • Headline 3 (Optional, Recommended)
  • Description 1
  • Description 2 (Optional, Recommended)
  • Final URL
  • Display Path 1 (Optional, Recommended)
  • Display Path 2 (Optional, Recommended)


An ETA template created in Jove is not the same as a Responsive Search Ad, each variation created will become a discrete ad within Google or Microsoft Ads.

Screen_Recording_2020-05-11_at_10.00_PM.gif 

  1. From anywhere in the Jove Search Portal, expand the “Ads” dropdown tab on the left sidebar and select “Templates.”
    1. NOTE: Select the second occurrence of “Ads” in the sidebar, the first occurrence navigates to Campaign Explorer.
  2. At the bottom left of the Ad Template Index, input a name for yournew ad template, select “Standard”, and press the “+ New” button to open the templatization tool. Image_2020-05-11_at_10.04.04_PM.png
  3. Once created, add labels to your ad template for easy sorting and filtering when using the Google Ads or Microsoft Ads platforms. Labels must be separated by comma.
  4. Add at least one Headline 1 variant, one Headline 2 variant and one Final URL variant. Be careful to click “+Add” or hit the return/enter key after each variant.Screen_Recording_2020-05-11_at_10.33_PM.gif
  5. Each variant may include Ad Copy Insertion Variables. See below how to implement.
  6. Once satisfied with the ad copy, proceed to Publish & Manage Ads

How to Create Responsive Search Ads

  1. From anywhere in the Jove Search Portal, expand the “Ads” dropdown tab on the left sidebar and select “Templates.”
    1. NOTE: Select the second occurrence of “Ads” in the sidebar, the first occurrence navigates to Campaign Explorer.
  2. At the bottom left of the Ad Template Index, input a name for your new ad template, select “Responsive”, and press the “+ New” button to open the templatization tool.Image_2020-05-11_at_10.49.33_PM.png
  3. Once created, add labels to your ad template for easy sorting and filtering when using the Google Ads or Microsoft Ads platforms. Labels must be separated by comma.
  4. Add at least 5 Headline variants, 2 description variants and one Final URL variant. Be careful to click “+Add” or hit the return/enter key after each variant.Screen_Recording_2020-05-11_at_10.53_PM.gif
  5. Users have the option to “Pin” each headline or description in a desired position. This means that variant will only show up in the pinned position if selected by Google or Microsoft.Screen_Recording_2020-05-11_at_10.57_PM.gif
  6. Each variant may include Ad Copy Insertion Variables. See below how to implement.
  7. Once satisfied with the ad copy, proceed to Publish & Manage Ads

How to Use Ad Copy Insertion Variables

Ad Copy Insertion variables allow users to add differing variants of an ad element to multiple campaigns or ad groups based on a set of rules. Customizing this copy allows users to align ad copy with search query intent, which may improve quality score, click through rate and conversion rates. To begin:

  1. Define your variable within an element by typing “%[variablename]” where you intend to insert different values. It’s helpful to define a variable name that is descriptive of the values it will represent.                           Screen_Recording_2020-05-11_at_11.24_PM.gif
  2. Next, select the Ad Copy Insertion Variable tabImage_2020-05-11_at_11.27.11_PM.png.png
  3. Define a new variable in the top left box and click the + New button. The name should match the placeholder text from the “Ad Copy Generation” tab, but does not need to include the wrapper characters: “%[]“.                                                                     Screen_Recording_2020-05-11_at_11.29_PM.gif
  4. Next, in the resulting box below, click “+ VALUE” to add possible insertion values and define the conditions upon which to generate each value.
  5. Users may define an “if” statement to apply the value based on the ad group name, bid group name, or campaign name. Logical operators include “contains”, “does not contain”, “equals” and “does not equal.”Screen_Recording_2020-05-11_at_11.33_PM.gif
  6. Users may add multiple conditions within a single insertion variable including “AND” and “OR” operators.
  7. Users may choose to Bulk Import many rules at a time via .csv file. Scroll to the bottom of the page to follow instructions to Bulk Import.

How to Publish and Manage Ads

Within Google Ads or Microsoft Ads, a user must select an ad group before creating a new ad, then the user must copy the first ad to paste across many ad groups. Jove allows users to create ads without assignment, then publish ads to all ad groups across multiple campaigns quickly.

Expanding New Ads

  1. Navigate to the “Campaign and Status Management” tab.
  2. Select the desired campaign(s).
  3. Select the “Action” dropdown.
  4. Click “Assign Campaigns.” Campaign assignment enables data validation for character length in the Ad Copy Generation tool and will Enable Ad Previews to be generated.Screen_Recording_2020-05-12_at_12.21_AM.gif
  5. If Ad Copy and Insertion Variables are satisfactory, select the “Ad Previews” tab to confirm the ads appear as expected in the SERP.image-5.png
  6. If Ad Previews are satisfactory, return to the Campaigns and Status Management Tab.
  7. Again, select the desired campaign(s).
  8. Expand the “Action” dropdown
  9. Click “Expand Template Ads.” Ad expansion means that a draft ad will be created from the template for every ad group within the selected campaigns.
    1. If expanding ads to an already-published campaign, users may choose “Expand Template Ads and Publish Campaigns” to complete the publish.
    2. If expanding ads to a campaign that has not yet been published DO NOT choose “Expand Template Ads and Publish Campaigns”
  10. Select the desired initial status of the new ads, “paused” or “enabled.” Jove recommends expanding new ads in an enabled status.Screen_Recording_2020-05-12_at_12.24_AM.gif.gif
  11. For new campaigns that have not yet been published, navigate to the Campaign index or Campaign settings page to complete Ad publish.

Editing Copy

  1. After template expansion, users may add new copy or revise expanded ad copy. Users may not remove copy variants.
  2. After editing ad elements, users must expand template ads and publish.

Managing Ads

  1. Users may Enable, Pause, or Remove all ads associated with a template using the Action Menu. Status changes are kicked off immediately, users are not required to expand and publish. Status changes may be made at the campaign or the Ad group level.
    1. Note: “Unassign Template from Campaigns” does NOT remove ads from a campaign. The two actions must be completed separately.image-6.png
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