Q and A: What’s the difference between calls to action and action phrases in Google AdWords?

QuestionHey Kalena

I’m creating my own ads in Google Adwords at the moment.  When reviewing what I’ve learnt in your Pay Per Click lessons, it says under the Appropriate Language section:  “Must not feature call to action phrases (Eg click here, visit this site)”.

Yet, when I visit the Google AdWords Help Centre, it encourages the use of Calls to Action – Under the heading “Empower customers to take action”.

Have I got this twisted? Which is right? Is there a difference between Calls to Action and Action Phrases?

Thanks

Stephanie

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Hi Stephanie

The editorial rules and recommendations for Google AdWords can be confusing at times, with some advice seemingly in direct conflict with recommendations found elsewhere.

In terms of call-to-action phrases – there are very specific rules regarding the use of particular phrases within your AdWords ads. For example, you can’t use “click here” in the ad text, but you are encouraged to use other call-to-action phrases such as “learn more about” or “download your lesson”.

So the advice under the *Appropriate Language* section relates specifically to editorial guidelines, while the advice in the AdWords Help Centre relates to recommended tactics you can use, rather than specific wording.

Hope that makes sense 🙂

I recommend reviewing the more specific editorial guidelines for AdWords ads as well.

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