Use the Create Your Ad page to write your ad and give your ad a name for your Mobile Sponsored Search account. You will use this page during the process of creating a campaign, adding an ad group to a campaign, or adding or editing an ad in an ad group.

• About Ads
• About Parts of an Ad
• Inserting Keywords into Ads

About Ads

An ad is a marketing message displayed to your prospective customers. It is made up of a title and description, and may also include a URL. These elements can work together to help you distinguish your business from your competitors' and provide prospective customers with a reason to click on your ad and visit your site. You can use your ad to highlight the strengths of your offer and take users to a page that is specific and relevant to your keywords.

For best results, make sure your ad text is clear, factual, and relevant to your keywords and that your ad provides specific information to help set your business apart. Use correct grammar and avoid superlatives (such as "best" or "cheapest"), excessive capitalization, and exclamation points. And make sure that your ads and keywords comply with the Mobile Sponsored Search Editorial Guidelines.

Note: If the Import Campaigns feature is available for your account, you can use it to create multiple ads at one time.

About Parts of an Ad

This table shows the parts of an ad.

Ad Part	Description
Title and Description	There are two types of title and descriptions: The standard title and description can be up to 40 characters. The short title and description can be up to 20 characters. The publisher of your ad determines whether they display the standard version or short version. You must enter both of these for your ad to become valid and complete. The title and description provides information about your organization, product, and/or service. If carefully crafted, the title and description can grab the attention of prospective customers. Keep these tips in mind when writing a title and description: Make sure they are relevant for all keywords in your ad group. One way to do this is to use the Insert Keyword feature. This feature automatically inserts each keyword into the title and description. Choose a title and description specific to the product or service you want to advertise, rather than those that are relevant to your business in general. Write a single sentence that focuses on the most important information you want to display. Consider including competitive advantages, such as discounts or free shipping.
Display URL	The display URL is the web address that is displayed with your ad instead of your destination URL, which is typically lengthy. A display URL can provide your ad with a more concise, visually appealing URL. The display URL appears below the ad's description and must correspond to a page on your site. For Mobile Sponsored Search, the display URL may be up to 20 characters long.
Destination URL	The destination URL is the web address of the page on your site that is displayed after your ad is clicked. To help increase your ad's performance, choose a URL for a page that is specific to your ad, rather than your site's home page. For Mobile Sponsored Search, the destination URL may be up to 1024 characters long.

This table shows an example of an ad.

Ad Part	Sample Text
Standard Title and Description	Popular Ring Tones. 50% off now.
Short Title and Description	Ring Tones. On sale.
Display URL	example.com
Destination URL	http://www.example.com/mobile/ringtones

Inserting Keywords into Ads

The Insert Keyword feature can help reduce the number of ads you manage and can help increase the relevancy of an ad by automatically including the appropriate keyword in the ad.

Using the Insert Keyword feature you can specify where you want a keyword inserted in an ad title and description and specify default text. The keyword that is inserted is the one that is used to match the ad to a prospective customer's search query. The default text is used if inserting the keyword would cause the title and description to exceed its character limit.

For example, suppose you have an ad group for keywords related to ring tones you are selling and one of your keywords is "popular ring tones." You use Insert Keyword in the title and specify default text of "ring tones." If a prospective customer searches for "popular ring tones by new artists," the keyword "popular ring tones" is automatically inserted into the title and description at the location you selected. But if inserting the keyword "popular ring tones" would make the title too long, then your default text "ring tones" is inserted instead.

In addition, you can use alternate text to replace keywords with words that fit grammatically into the title and description. For example, a travel company has an ad group for keywords related to Hawaiian vacations. This advertiser creates the ad title and description "Deals on _______" and uses the Insert Keyword feature to insert keywords such as "Maui vacation." For the keyword "Maui vacation" the advertiser specifies alternate text (in this case, "vacations to Maui") so that it fits naturally in the sentence.

If you specify alternate text and it doesn't cause the title and description to exceed the maximum number of characters, the alternate text is used in the ad. If you don't specify alternate text or the alternate text makes the title and description too long, the default text is used in the ad.

To insert a keyword automatically in the title and description:

1. At the point in the title and description where you want a keyword inserted, click the Insert Keyword Automatically link below the text field. The Keyword Insertion dialog box opens.
2. In the Keyword Insertion dialog box, enter the default text.
3. Click the Add Keyword Placeholder button. {KEYWORD:default_text} is inserted into the title and description.

You specify alternate text for a keyword on the Keyword Details page.

To create alternate text for a keyword:

1. In the Ad Group Details page, click the Keywords tab.
2. Identify the keyword and click its link. The Keyword Details page opens.
3. Click the "Use alternate text..." checkbox. The alternate text field opens.
4. Enter the alternate text and click Save.

Here's an example of an ad that uses the Insert Keyword feature:

Ad Part	Sample Text
Standard Title and Description	Up to 50% off on {KEYWORD:Maui Vacations}
Short Title and Description	Sale: {KEYWORD:Maui Vacations}
Display URL	example.com
Destination URL	http://www.example.com/mobile/mauivacation
Alternate Text for Keyword "Maui Vacation" (specified on Keyword Details page)	Vacations to Maui
Default Text (Defined Within {KEYWORD: })	Maui Vacations