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All You Need To Know To Write An Effective Ad Copy In Google’s AdWords
jacky | August 31, 2012
So you think you setup your best AdWords campaign. Then a week later you’re getting low clickthroughs and no conversions. One of the first thing you should consider in doing is to optimize or change your ads to make your campaign more effective. Here are some successful ad writing tips to improve your ads and campaigns.
- Research Research Research
Most visitors exploit how easy an AdWords campaign can be implemented and miss the crucial step in researching into competitors ads. Type in the top 5 to 10 keyword that your ad group or campaign is targeting into the Google search engine and see who your competitors are and work out how to differentiate from your competitors ads. If you have a unique selling point or selling products cheaper mention that in your ads.
- Wordings In Your Ads
The four main rules to make an effective ad are to be specific, unique (e.g. mention price promotions, USP’s), useful and to convey a sense of urgency. You’re in good stead if your ad complies with two or three of these rules. Other rules that you should use to make your ad more effective is to address your users personally using words like ‘you’, ‘your’ etc, use questions, action verbs (e.g. download,) or using the word ‘free’.
- Make Your Ads Stand Out Visually
With all the clutter of information on Google’s search engine results , one of the main factors that will make a searcher click on your ads is that if your ads stand out visually amongst the other search results. If you’re an eCommerce site you could display your buyers rating stars with your ads, you can set this up in your Google merchant account. Make sure your ad copies have the same keyword you are targeting so that when the user searches for that keyword your ad copy keyword will be highlighted. Making sure the first line of your description text is a full sentence or properly punctuated will extend your headline. Also try keyword insertion which matches your ad headline to users search query giving your ad high relevancy. There’s also several ad extension options on Google AdWords (site, location, product, call and social extensions) which will extend your ad if you’re the top 3 for the keyword. Google AdWords ad extensions will be covered by me in more detail in the near future.
- Implement, Monitor and Change
Constant monitoring and making improvements and changes to your account is what will lead to a long term successful AdWords campaign. Your data is always right, don’t overrule your data just because you have a ‘hunch’ or on how you ‘feel’. If an ad has more clicks over an ad you feel that is your ‘best’, don’t decide to change your preforming ad, instead you should be looking to change your ad you misjudged. Need help with your AdWords or PCC campaign? Brief your project here and work with leading PPC experts today.
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