Here are my top 10 tips and recommendations for writing effective AdWords ads, along with some programs and resources that can help you in setting your AdWords campaigns up properly and quickly.
These tips will allow you to create ads that attract the visitors' attention, get targeted visitors with a higher click through rate, a lower cost per click, and an overall higher ROI. And allow you to do it quickly, so that you can start recouping your investment right away, and realize some immediate profits.
1. Identify and Target The Right Audience
Make sure you've targeted the right language and countries, right off the bat. As an example, if you're in North America, make sure you exclude all the countries where English is not understood or spoken.
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 my example, this would be for searches such as "google search," or "google news."
For a great resource on how to do this, you should read Chris Carpenter's ebook, "Google Cash."
I've personally found WordTracker to also be a great help in the keyword process as well.
Additionally, Jeff Alderson has a great product out, called "Competition Equalizer" that helps you determine the competition's best keywords to use for a particular market niche.
3. 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.
For the best source of information on identifying and refining keywords, read Jeff Alerderson's book, "AdWords Analyzer".
4. Write Ads that Have Emotion, Create Enthusiasm, and Grab the Reader's Attention
Always start your headline with an attention grabbing word.
Use power words or phrases that incent the reader to take action or evokes in them strong emotions. Make sure the phrase is specific to the site your are promoting, or Google may reject the ad application.
And to help you write the best AdWords ad copy, you MUST, without a doubt, review Jeff Alderson's "AdWords Generator". It is one of, if not the, best products on the 'Net when it comes to Google Adwords.
5. Make Sure You Sell Your Differentiator in the Ad
What ever it is that makes your site, product or service better and/or different, from the competitive sites, be sure you sell that in the ad.
For example, one of Amazon.com's first taglines was "Earth's Biggest Bookstore."
Another great book on this subject is Rodney Rumford's "Guide to Google Profit."
6. Link To a 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. If possible, capture the email for further marketing. Generally, a well designed landing page will almost always convert more visitors than if you simply sent the visitor to the home page.
7. Remove Common Words
In order to save valuable ad space, be sure to remove common words, such as "a, an, in, on, it, of, etc." Every word should count--you only have just a small amount of valuable space!
8. Weed out those hunting for freebies!
Make sure you "qualify" your visitors with your ad content, in order that you don't have a bunch of freebie hunters clicking on your ad in the hopes of getting something free. You can 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 everybody, only potential customers. In most cases, freebie hunters will never become paying customers.
9. Simultaneously Do Split Testing
Always test 2 (or more) ads simultaneously. This is known as split A/B testing. Determine which one has the best click through rate, then redo the other ad with new copy. Continue this process consistently. All the marketers who make money with Google do this, all the time!
10. Track The Return-On-Investment Of Each Ad
Google tracks the click through rate of an ad, but doesn't track any conversion ratios. To be honest with you, the analysis tools the Google provides are not good at all. The best product out there, that can help you manage your Google campaigns, is Rodney Rumford's proven product, "Adwords ProfitSoft". He has used this tool himself to manage all his clients' campaigns, and has just recently released it for sale on the 'Net.
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, lower your ad cost, and increase your ROI.
Advertising in Google's AdWords program really works, and works fast, if you spend the right amount of time upfront ensuring that you properly set everything up correctly.
Van Day is the owner of "Profit With Google", found at http://www.profitwithgoogle.com . Van has extensive AdWords experience, and helps many clients attain their profit objectives through the use of Google's AdWords and Adsense products. All of the products mentioned in this article can be found at his site. |
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