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Now that I have your attention, let’s talk about writing an effective PPC ad. There are plenty of articles out there that will tell you the proper way to write an ad. But, just like in other areas of search engine marketing, there is no template for success – you must find what works well for your business and what appeals to your unique customers. As an advertiser, you are given anywhere from 100 to 150 characters to convey your message, and your ad is displayed on a results page with 10 of your competitors. So given your limited space and the clutter, it is essential that your ad attract your customer by using these techniques. Be specific. This will definitely make your click through rate soar, and it will also lead to more conversions. Write plenty of ads. Don’t be afraid to write upwards of 20 ads for one campaign. This is just another way to be specific – If your audience feels like they are being catered to, they are more likely to click your ad. Avoid Gimmicks. In my opinion, words like those in the headline of this blog, tend to deter searchers rather than attract them. But, create a couple of ads using them, they will attract some customers. Use exclamations sparingly, it gives the impression that you are yelling, plus there are restrictions on using excessive punctuation. From my experience the ads with the highest click through rate are those that present the facts in a clean and concise manner. You might find yourself using abbreviations to make your message fit into your limited space – but it can lead to ambiguity in your ads. It is best to just try to use smaller words. If you guide your ad writing by these principles, you can create ads that are successful as well as unique to your business and your consumers. Oh yeah, and who doesn't love a spaniel puppy? | |||||||
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5.00 (Excellent) Vote:
October 2007 You wrote "Write plenty of ads. Don’t be afraid to write upwards of 20 ads for one campaign."
Do you mean having 20 ads in each adgroup? You can start with that, but you will eventually want to remove the ones not performing. By performing I mean conversions/revenue NOT click thru rate. High CTR does not always mean high conversions/revenue.  Reply
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4.00 (Good) Vote:
October 2007 I agree although you may have 20 ads per ad group (in my opinion I wouldn't go more than 8-10) I would start removing the ones not converting. Great article though!
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October 2007 ad optimization will rotate the ads and show the top ones more often based on higher CTR/quality score, not conversions. "The system will favor ads with a combination of a high clickthrough rate (CTR) and Quality Score. These ads will enter the ad auction more often. " Reply
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5.00 (Excellent) Vote:
October 2007 Good point I forgot to clarify. Of course you want to write a bunch of ads, but as with any aspect of adwords, you don't just want to write a lot and let them run. You want to monitor your ads and remove or alter the ones that aren't performing well. Great point, and I think monitoring your account could be a whole another article in itself, no?
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October 2007 Try keyword insertion too.
That will place your keyword into the ad and make it bold. You can even use this feature in the ad if you are savvy enough. I have done that...used on each line and had decent success. Reply
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October 2007 Isn't keyword insertion done with some sort of syntax you insert into the ad itself? How does that work exactly.
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October 2007 awesome summary of adwords, explanation of keyword insertion on page 20. Enjoy http://www.google.com/ads/library/maximimum_effect_dec03.pdf
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October 2007 Al this will give me something to read on my way to San Fran tomorrow :)
Mucho gracias Reply
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October 2007 Buy {KeyWord:Madden 2008}
Get Madden 2008 for the Xbox 360. Prices start at $19.99. Buy now. www.buysportsvideogames.com if the typed keyword is under 25...it will be in the spot where Madden 2008 is in the headline.... There are a number of ways to make it so the word is capitalized properly as well Reply
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