Which Are the Three Required Parts of a Text Ad?

A captivating headline, a unique selling point, and a clear call to action, which are the three required parts of a text ad, can grow sales.
announcing using a megaphone
  • Did you know?
Nearly half of all people click on text ads. (Demand Sage)

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Do you need help creating compelling text ads that capture your audience’s attention and drive conversions? You’re not alone. Crafting the perfect ad copy can be challenging. However, you can create attention-grabbing and highly effective ads by creating a captivating headlineshowcasing your unique selling point, and providing a clear call to action (which are the three required parts of a text ad). 

The aforementioned is the overall idea of a text ad. Nevertheless, Google Ads and Facebook Ads might consist of varying elements in their text ads.

Whether you’re a beginner or an experienced digital marketer, these tips and insights will assist you in creating text ads that are unique and effective.

Why are text ads important?

To start, it’s essential to understand the significance of text ads in digital marketing campaigns. Text ads are the initial interaction between your business and potential customers. They are crucial for capturing attention and generating conversions. 

Text ads are an effective way to quickly and efficiently deliver your message due to their brevity and directness. Additionally, you can use them to advertise products, services, or special offers and tailor them to specific audiences based on demographics, interests, and behaviors. Moreover, text ads can drive traffic to your website, increase brand awareness, and generate leads and sales. However, as mentioned earlier, creating effective text ads is complex. It requires careful planning, creative thinking, and a deep understanding of your target audience.

Which are the three required parts of a text ad?

Do you remember the 3 items I mentioned, which are the three required parts of a text ad?

  1. Creating a captivating headline, 
  2. Showcasing your unique selling point, and 
  3. Providing a clear call to action

Which are the three required parts of a text ad on Google?

Headline, description, and display URL, which are the three required parts of a text ad for Google, may leave you thinking about where the call-to-action is. The call-to-action is often included in the description:

In the past, Google’s text ads are comprised of only three required parts. However, Google constantly strives to offer the optimal user experience in its search engine results pages. They have incorporated extensions to text ads and other features to achieve this.

Here’s an actual example of a text ad that is currently appearing as one of the top results in Google search results:

headline, display URL, and description which are the three required parts of a text ad - with an extensions as additional

For more information on Google’s text ads, please visit this link: https://support.google.com/google-ads/answer/12437745.

Which are the three required parts of a text ad on Facebook?

Typically, when people discuss the three required parts of a text ad, it is about Google Ads or the general idea of a text ad. Nevertheless, let’s look at the requirements for Facebook’s text ads.

  1. Primary text
  2. Headline
  3. Description
  4. Call-to-action button

To learn the best practices for creating text ads on Facebook, visit this link: https://www.facebook.com/business/help/223409425500940.

In the upcoming sections, we review the best practices in creating text ads in general: captivating headline, unique selling point (the ad copy or description), and call-to-action, which are the three required parts of a text ad.

Occasionally, we will provide clear instructions on performing certain aspects on Google or Facebook, as necessary.

Attention-grabbing or captivating headlines

The headline is the most crucial part of any text ad. It’s the first thing potential customers see. Its effectiveness will determine whether or not they click on the ad. A good headline should be shortcatchyclear, and relevant to your target audience (in this case, the person searching on the Internet). 

  1. Short: Try to keep it within 30 characters. 
  2. Catchy:
    • Your headline should grab the user’s interest and entice them to click on your ad, so ensure it is engaging and relevant to their search query.
    • Use “power words” and emotional triggers to convince users to click on your ad.
    • Urgency can also be incorporated into headlines as an effective strategy.
  3. Clear:
    • Steer clear of excessive capitalization or punctuation. 
    • Using excessive capitalization or punctuation in headlines can make them appear unprofessional and difficult to read. It can also come across as shouting or overly dramatic, which may turn off readers. 
    • It’s best to use proper capitalization and punctuation to ensure your headlines are clear, concise, and easy to understand.
    • To ensure clarity, it’s best to use active voice in headlines.
  4. Relevant:
    • Use keywords and phrases relevant to their search, and emphasize the advantages of your product or service. 
    • Headlines should also clearly explain the value your business offers compared to competitors.
    • When crafting a headline that captures attention, it’s essential to consider what your target audience is searching for and what issues they’re trying to address. 

Tips and templates for creating effective headlines in Google Ads

To create effective ad headlines, providing enough information to grab your audience’s attention and leave them curious to learn more is essential. However, with responsive search ads on Google Ads, it’s best to provide 10-15 different headlines for Google to mix and match.

Before diving into the tips and templates for creating successful, responsive Google search ads, it’s essential to remember some best practices:

  1. Provide at least 8-10 headlines, but feel free to submit up to 15.
  2. When creating headlines, keep them under 30 characters and vary their length. Google will display at least two headlines and sometimes up to three.
  3. It is recommended to use your targeted keyword in some headlines.
  4. In contrast, other headlines should highlight the features, benefits, and additional perks.
  5. Including your brand name in your advertising is vital to make a lasting impression, even if it doesn’t result in a conversion. Consider using more specific and compelling copy in secondary headlines.
Google Text Ads

Additionally, being creative is crucial in making the most out of your headlines. Check out these Google ad headline templates for inspiration.

  • X in [Your Target Location]
  • Looking for ________?
  • __________ in __________” or “_________ _________
  • X Reasons Why…
  • Why You Should…
  • X Things You…
  • ________ Ways to ________
  • [Your Brand] versus [A Popular Competitor]
  • How Our _________ Compares
  • Voted Best X of [Year]
  • Trusted by X Experts
  • X% Off Your Purchase
  • Save 20% On Our ________
  • Free Shipping
  • Get __________ w/ Free Shipping
  • See How Much You Could Save
  • 24-Hour Emergency Service
  • This Is Why…
  • This Is How…
  • The Easiest X
  • Visit Our Store Now
  • Get Your Quote Today
  • Try 30 Days Risk-Free
  • You Can Now…
  • See Results from Your X in X Weeks
  • Find Your X

Facebook ad headline tips and templates

Facebook text ad copy should be brief and concise, focusing also on visual elements rather than lengthy text. According to AdEspresso, the average length of a Facebook ad headline is only five words. Therefore, when creating Facebook ads, it is crucial to communicate the benefits to attract clicks.

In this post, we have compiled five proven tips that can assist you in crafting compelling Facebook ad headlines to boost your engagement and conversion rates.

  1. Aim for the Perfect 5-Word Ad Headline
  2. Start Your Facebook Ad Headlines with Numbers
  3. Use Emotional Words in Your Facebook Ad Headlines
  4. Go Negative…to Get Positive Results
  5. Try out Super-Engaging 3-Word Phrases
FB Text ads sample

PRO TIP: Please note that the headline is located very close to the button. To effectively capture the reader’s attention and encourage them to take action, use the headline to highlight any available deals, offers, discounts, or freebies.

Additionally, we have provided some templates of effective text ad headlines for Facebook to assist you in the process.

  • X Made Affordable
  • Looking for the Ultimate X replacement?
  • Order Now to Get X
  • Start Your Free Trial Today
  • Give the Gift of X This [Holiday]
  • Do X With Confidence
  • Reimagine Your X
  • See Why X Companies Use Our Brand
  • Great Teams Use X

Unique selling point to make a compelling ad copy

Once you’ve captured the user’s attention with your headline, it’s time to deliver your message in the ad copy. Ad copy should be concisepersuasive, and compelling. It should highlight the benefits of your product or service and explain why the user should choose your business over the competition.

Furthermore, you must focus on the user’s needs and desires to create compelling ad copy. Highlight your product or service’s unique features and benefits, and explain how it can solve the user’s problem or meet their needs.

To effectively solve the problem, it is essential to first identify your target audience’s pain points or concerns.

Here are some tips for creating compelling ad copy:

  • Use a conversational tone that resonates with your target audience.
  • Highlight the unique features and benefits of your product or service.
  • Use “power words” and emotional triggers to compel your target to take action.
  • Keep your sentences short and to the point.
  • Use bullet points or numbered lists to break up the text and make it easier to read.

The description section for text ads on Facebook

PRO TIP: Add some visual highlights called info labels to your ads to showcase important details about your business. You can choose from custom info labels or recommended ones based on your business profile. By including relevant and contextual info labels, potential customers can make more informed decisions and are more likely to click on your ad or make a purchase. You can also choose from three types of custom info labels: free shipping, return policy, and payment options. Depending on your selection, you must provide additional details, such as the minimum order price for free shipping or a timeframe for your return policy.

Facebook's info labels

Strong and clear call-to-action

The call-to-action (CTA) is the final part of any text ad. It’s the action you want the user to take after clicking on your ad. A strong CTA should be clearconcise, and persuasive

To ensure that users know what to do next, it is best to make call-to-actions clear and specific. While creating a sense of urgency is often used, it is only recommended if necessary. Moreover, this approach may offer short-term benefits but can harm your business relationship with your audience and damage your credibility and trust in the long run. Instead, focus on giving your audience a compelling reason to take action and offer a real solution to their concerns. Finally, if there is no need for urgency, it is best to avoid it. Trust that they will feel the urgency to take action themselves if they truly need it.

Should you use the sense of urgency tactic or not?

Suppose your service has a limited number of spots available. In that case, it’s essential to inform your target audience so they can act accordingly. Additionally, this notification doesn’t create a fake sense of urgency but provides valuable information to your target audience.

I believe that urgency should stem from a genuine need rather than artificially created to manipulate buyers. While some tactics may show immediate results, they can harm your brand, credibility, and go against moral principles. Additionally, using tactics that are not ethical can harm the marketing industry as a whole. However, some players seem unbothered by this, which is why internet users develop ad blindness or immunity.

Furthermore, please remember that your CTA (call-to-action) needs to be easy to understand, brief, and convincing. It should provide the user with clear instructions on what they should do next, motivating them to take action.

The call-to-action for Google text ad

headline, display URL, and description which are the three required parts of a text ad - with an extensions as additional

PRO TIP: Utilize the description and extensions for your call to action.

need help implementing these tactics?

Best practices for testing and optimizing text ads

To get the most out of your text ads, it’s important to not only create effective ads but also to test and optimize them regularly.

Here are some best practices to keep in mind.

  • First, try testing different headlines, ad copy, and CTAs to see which ones perform best.
  • Additionally, using A/B testing can help you compare different versions of your ads.
  • It’s also important to monitor your ad performance regularly and make adjustments as needed.
  • Finally, use data to inform your decisions and make changes that drive better results.

By following these best practices, you can create more effective text ads that deliver better results and drive more conversions.

Conclusion: Which are the three required parts of a text ad that really matters?

Finally, please do remember that creating effective text ads is a combination of science and art.

Whether you are using Google or Facebook, every text ad component holds equal importance. Each part aims to persuade prospects and customers to take positive action.

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  • Did you know?
55% of individuals who click on Google search network ads prefer text ads. (Demand Sage)
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