This article is from Google themselves giving a very insightful guideline to writing better performing ads. It’s very basic, but it is a critical step a lot of novice advertisers don’t understand. This is exactly the same thing I told a client who had wasted $600 before realizing that it was a big deal. So read this and increase your business:
Your potential customers decide to visit your website based solely on what they see in your ads when they type in a search query, so ad texts play a crucial role in determining the success of your AdWords advertising.
In the video below we share with you our best practices for creating winning ad texts. These will provide you with ideas to test when writing your ads, which will help to differentiate your business from the crowd and drive even more relevant traffic to your website!
Use keywords in your ad title and ad text
The easiest way to improve the performance of your ads is to think about how to make them more relevant to your potential customers. You’ve chosen keywords that are very specific to your products or services – and therefore relevant to your target audience – so the next step is to make sure that the ads which are matched to these keywords relate closely to them.
Including successful keywords directly in the ad title is an effective way of increasing clicks because customers can immediately see the link between the keyword they used in their query, your product, and the content of your website.
In addition, using words from your keyword list in any line of your ad text means these words will appear in bold to users who searched on them. This helps to draw the user’s attention to the ad and further highlights its relevance.
Think about it from a user’s point of view – if you type in ‘digital camera’ would you rather see a general electronics ad, or an ad that includes the term ‘Digital Camera’ in its ad text?
Direct your users to the right page
Ensure that the destination URL you use for each ad brings users to a specific landing page which relates directly to their search. For example, if a prospective customer is searching for ‘8 megapixel cameras’, the ideal landing page would feature this exact type of camera.
Add a call-to-action to your ads
Try using a call-to-action in your ads, as this will give your potential customers a clear indication of what they can expect to do on your site. For example, calls-to-action such as ‘Buy Now’, ‘Sign Up Today’ or ‘Order Online’ can be really effective in increasing your ad’s performance.
Include your unique selling points
Your ad text should make you stand out from your competitors and highlight your unique selling points. These can be products, prices, delivery offers or services that make your business unique, attractive or different. Have a look at your competitors’ ads and see if you can make your ad stand out by highlighting what you offer that no-one else does.
Remember your customers will choose you over others purely based on the benefits that your ad is selling. The more information about your product that a user can gain from your ad text, the better. For example, if a user sees the price of a product and still clicks the ad, you know they’re interested in a potential purchase at that price. If they don’t like the price, they won’t click your ad, and you save yourself the cost of that click.
Inter-capitalize the ad text
This may sound obvious, but using appropriate capitalization in ads can really have an effect on how they look. See below for an example of two ads – which one would you click on if you were looking to buy a new camera?8 mega pixel cameras
10% off digital cameras
free delivery buy today!
8 Mega Pixel Cameras
10% Off Digital Cameras
Free Delivery. Buy Today!
The second ad looks more professional and is more eye-catching to users. Look over your existing ads and see can any of them be improved by something as simple as adding a few capitals to the beginning of words. And remember this can apply to the display URL as well, as shown in the second ad text.
Log into your account today, and edit your ads to make them even more compelling to your potential customers!
If you would like to learn even more ways to improve your account performance, why not visit our new Optimization Center, which is full of useful tips to help you get more customers?