Performance Marketing

Text Ad

Learning Outcome

6

Understand why Ad Strength matters

5

Understand ways to improve Ad Strength

4

Understand Ad Strength and its key factors

3

Learn components of RSA (Responsive Search Ads)

2

Identify evolution of Google Text Ad

1

Understand what a Text Ad is in Google Ads

Classified Ad Analogy

"The Classified Ad Expert of Dadar — Mahesh Printing Press"

Mahesh ran a small printing press in Dadar, where businesses placed weekly newspaper classified ads. Over time, he noticed something interesting.

Classified Ad Analogy

Businesses that wrote ads like "Best Furniture Shop — Call Now" got very few responses

Businesses that wrote "Buy Teak Wood Sofa Sets Starting ₹8,999 — Free Home Delivery in Mumbai — Call 98XXXXXXXX Today" — their phones wouldn't stop ringing

Classified Ad Analogy

You had to fit your key message in a few lines—every word mattered. Businesses that mastered this won more customers.

Mahesh realised the secret — a classified ad had limited space.

Classified Ad Analogy

A Google Search Ad (Text Ad) works like a newspaper classified ad—limited space, unlimited competition. The most relevant, compelling, well-structured ad wins the click. That’s the art of a perfect Text Ad.

Moral?

The Lesson from the Two Institutes

"The Two Coaching Institutes — EduPrime vs LearnSmart"

Two competing institutes—EduPrime and LearnSmart—ran Google Search Ads targeting "Digital Marketing Course in Pune."

The Lesson from the Two Institutes

EduPrime's Ad:

  • Headline 1: Digital Marketing Course

  • Headline 2: Join Our Institute Today

  • Headline 3: Call Us Now

  • Description: We offer digital marketing classes. Contact us for more details.

The Lesson from the Two Institutes

LearnSmart's Ad:

  • Headline 1: #1 Digital Marketing Course Pune

  • Headline 2: 100% Placement | Live Projects

  • Headline 3: Free Demo Class — Enroll Now

  • Description: Join Pune's top-rated digital marketing course. Google & Meta certified trainers. Batch starting 10th April. Limited seats! Book your free demo today!

The Lesson from the Two Institutes

Both institutes had the same budget of ₹5,000/day.

EduPrime got a CTR of 1.2% and a Quality Score of 4.

LearnSmart got a CTR of 6.8% and a Quality Score of 9 — resulting in a lower CPC and a higher ad position.

The Lesson from the Two Institutes

The difference?

LearnSmart used all 15 headlines, 4 descriptions, pinned the key headline at Position 1, added all relevant Ad Assets, and matched the landing page to the ad copy.

The Lesson from the Two Institutes

Moral?

Two advertisers, same budget and keyword—different results, because one understood Text Ad structure, components, and best practices, and the other didn’t.

What is a Text Ad in Google Ads?

A Text Ad (Search Ad) is a text-based paid advertisement that appears on Google Search Results when user queries match advertiser keywords.

Evolution of Google Text Ads

Standard Text Ads (STA) — Old format, discontinued

Expanded Text Ads (ETA) — Introduced in 2016, deprecated in June 2022

Responsive Search Ads (RSA) — Current standard format

Components of a Responsive Search Ad

Ad Assets (sitelinks, callouts, etc.)

Display URL

Descriptions (up to 4, 90 characters each)

Headlines (up to 15, 30 characters each)

Ad Strength in Responsive Search Ads

Ad Strength is a rating given by Google to measure ad quality.

Levels:

 

  • Poor
  • Average
  • Good
  • Excellent

Factors Affecting Ad Strength

Number of headlines & descriptions

Uniqueness (no repetition)

Use of variations

Inclusion of primary keyword

Keyword relevance

How to Improve Ad Strength

Add more unique headlines (close to 15)

Mix different messaging styles (offers, benefits, CTA)

Include keywords in multiple headlines

Use all 4 descriptions

Avoid duplicate wording

Why Ad Strength Matters

Reduces CPC (Cost Per Click)

Improves ad ranking/position

Improves Quality Score

Improves CTR (Click Through Rate)

Summary

5

Improving Ad Strength using best practices enhances metrics

4

Ad Strength is a rating based on several factors

3

RSA includes key components like headlines, descriptions, etc

2

Google Text Ads evolved from STA → ETA → RSA

1

Text Ads appear on Google based on user search intent

Quiz

Rahul asks his students "Which Text Ad format was introduced in 2016 but was officially deprecated by Google in June 2022?" Which is the correct answer?

A. Standard Text Ads (STA)

B. Dynamic Search Ads (DSA)

C. Responsive Search Ads (RSA)

D. Expanded Text Ads (ETA)

Quiz-Answer

Rahul asks his students "Which Text Ad format was introduced in 2016 but was officially deprecated by Google in June 2022?" Which is the correct answer?

A. Standard Text Ads (STA)

B. Dynamic Search Ads (DSA)

C. Responsive Search Ads (RSA)

D. Expanded Text Ads (ETA)