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12 Tips To Writing Effective Google AdWords Ads
These tips will help you create ads that generate higher click through
rates, and lower cost per click.
1. Target The Right Audience
Target the right audience by selecting the language and countries that
you want to target. For example, I exclude all countries where English is
not understood by a large percentage of the population.
2. Refine Your Keywords
Use square brackets "[...]" around your keyword/s.
For example:
[google]
[google adwords]
Your ad will only show when the search is for the exact keyword phrase
you have included within the brackets.
The ad will not show for searches that include other keywords. In our
example, this would be for searches such as "google search," or "google
news."
3. Test Multiple Ads Simultaneously
Always test 2 (or more) ads simultaneously. This is what is known in the
print industry as an A/B split test.
Find out which one produces the higher click through ratio. Then replace
the weaker performing ad with a new one.
Continue this process in your never-ending quest to get the highest click
through ratio possible.
4. Track The Return-On-Investment Of Each Ad
Google tracks the click through ratio of each ad. But it doesn't track
the conversion ratio.
Use a special tracking link in each ad to track its conversion ratio. For
example, you could attach each ad with an affiliate tracking system link.
Make sure each ad produces a return-on-investment.
5. Include Targeted Keywords In Your Ad
Include the targeted keywords in the headline and the description of the
ad. Google will highlight searched keywords in bold in the ad.
When people scan search results, they look for the keywords they have
entered. Searched keywords highlighted in bold certainly help to catch the
user's attention. For this reason, ads with searched keywords usually
perform better than ones without.
6. Sell The Benefits
Spell out one or more major benefit in your ad. For example, make more
money, stay younger looking, lose weight, get healthier, live happier, etc.
7. Include Attention Grabbing Words In Your Ad
Start your headline with an attention grabbing word. For example, "Free:,
New:, Sale:, etc." Make sure you stay within
Google's
editorial guidelines.
8. Use Words That Provoke Emotion & Enthusiasm
Use power words or call-to-action phrases that provoke emotion,
enthusiasm and a response.
Here are some examples of power words:
free, cheap, sale, special offer, time limited offer, tricks, you, tips,
enhance, discover, fact, learn, at last, free shipping, etc.
Here are some examples of call-to-action phrases:
* Buy Today - Save 50%
* Download Free Trial Now
* Sale Ends Tomorrow
Make sure the phrase specific to your business, otherwise Google may
reject the phrase.
9. Sell Your USP (Unique Selling Proposition)
What makes your product or service better, or different, from the
competition? Spell them out in your ad.
For example, one of Amazon.com's first taglines was "Earth's Biggest
Bookstore." That's a powerful USP!
10. Link To Relevant Landing Pages
If an ad is for a specific product or service, create a landing page for
the ad. Include relevant and useful information to convert the customer.
Generally, a well designed landing page will almost always convert more
visitors than if you simply sent the visitor to the home page.
11. Remove Common Words
Remove common words, such as "a, an, in, on, it, of, etc." Remove every
word that does not absolutely need to be in the ad. Make every word count.
12. Deter Freebie Hunters
Deter freebie hunters by including the price of the product or service at
the end of the ad. This will improve your overall conversion ratio and lower
your average customer acquisition cost.
This may reduce your click through ratio, but that's OK. After all,
you're not trying to target every body, only potential customers. In most
cases, freebie hunters will never become paying customers.
Conclusion
Remember that advertising is a never-ending series of tests. Always track
your ads. Never stop testing different keywords and ads to improve your
conversion ratio and lower your customer acquisition cost.
Advertising in the Google
AdWords advertising system works. It may not necessarily produce as many
visitors as Overture, but the click through cost is usually lower.
Master the art of advertising in Google, and you could outsmart the
competitor who's always outbidding you in
Overture. ;o)
Call 877-627-2492 to discuss your marketing plan
today.
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