Write an effective ad for Smart campaigns
For subtitles in your language, turn on YouTube captions. Select the "Settings" icon Image of YouTube settings icon at the bottom of the video player, then select "Subtitles/CC" and choose your language.
How do you decide what makes a good ad for your business? Here are 3 questions that you should always ask yourself before you create your Smart campaigns.
Below, we’ll show you lots of examples and answers from a fictional bicycle shop in California called Betty’s Beach Bikes. We’ve also prepared a worksheet that you can download and print out—use it to try writing an ad for your own business.
Download the ad-writing worksheet
Question 1: What do I have to offer?
List the products and services you want to promote.
| Ask yourself | Possible answers |
|---|---|
| What does my business offer? | Bicycle for sale Bicycle for rent |
| What are my key selling points? | End-of summer discounts Affordable, stylish bicycles Large selection |
| What makes me stand out from other businesses? | Low prices Friendly, helpful customer services Bicycle trade-in program |
Question 2: What do I want to accomplish?
Identify your main advertising goals and what you'd like to accomplish with your ads.
| Ask yourself | Possible answers |
|---|---|
| What action would I like my customers to take? | Visit website Visit store Make bike rental reservation online |
| When should my customers take action? | End of August (for a limited-time offer or discount) Year-round |
| How do I want customers to feel about my offerings? | Affordable Family-friendly |
Question 3: Who are my customers?
Describe your customers, breaking them into different groups if you have different customer types with unique goals and needs.
| Ask yourself | Possible answers |
|---|---|
| Who are my customers? | Locals Families Large groups |
| What are my customers' needs or values? | Fun activity Good value Memorable |
| What are my customers' circumstances? | Want to shop online or in person In need of quick reservations Very basic knowledge about choosing the right bicycle |
Put it all together
Here are some examples of potential ads from our fictional bicycle store, Betty’s Beach Bikes. Because Betty offers several different products and services, such as bike rentals and bikes for sale, she may consider writing different ads for each of her business categories.
| Price-sensitive shoppers |
Betty's Beach Bikes - 15% Off All Bikes in August Low prices and huge selection. Free and fast delivery. Order online today! |
| Large groups looking for bike rentals |
Betty's Bike Rentals - 20% Off Rentals for 3 or More Stylish bikes. Make your experience memorable. Reserve online in minutes! |
| Locals interested in purchasing a bike |
Buy a Bike at Betty's - Affordable Stylish Bikes Our friendly staff will help you find the perfect bike. Visit our store today! |
Related
Improve your Smart campaign's performanc...
If your Smart campaign has been running for a while and you’re looking for ways to improve results...
Track your Smart campaign's performance
Tracking how your campaign performs lets you see how effective they are at attracting potential cust...
6 tips for successful Smart campaigns
It's not easy fitting everything you want to say about your business in just a few words. Start by t...
Write an effective ad for Smart campaign...
For subtitles in your language, turn on YouTube captions. Select the "Settings" icon Image of YouTub...
Tips to improve your website
When you design and improve your website, thinking like your customer will likely help you to come u...
Make sure customers find you online
Learn how search engines and online advertising can help you connect with more customers.