Once you have undertaken detailed keyword research, found super-relevant keywords that your target audience are likely to use, and constructed a campaign consisting of tightly themed Ad Groups, it’s time to create some adverts that will earn your campaign some highly relevant clicks .
By following the tips below you will have the best chance of creating relevant and compelling ads for your AdWords campaign.
1. Use your keywords in your ad copy
This might seem obvious, but it’s sometimes overlooked. Ensure that you are including the primary keywords identified from your research in your adverts, and particularly within the adverts headline. Some advertisers also choose to repeat the primary keyword within the advert description as part of a wider sentence, and often use synonyms of the primary keyword.
If you use a popular keyword in the headline of your ad – and it matches a search query – it will appear in bold, which makes your ad stand out from the other ads on the page.
2. Respond to the needs of your customers
What is it your customers/clients really want? And how can you or your product help them fulfill that?
Don’t just focus on what you do, tell your customers in your ads what they’re going to get out of buying your product or service. Focus on the benefits to them. If they see that they can find that perfect Christmas gift/learn how to dance the lambada/get the secret to true happiness from you, then they’re going to want to click on that ad.
3. Use calls to action and highlight value
If your currently running a special offer or can offer a lower price for a product, let people know about it within your advert description. This gives potential visitors a great reason to visit your site, however ensure that visitors land on a page which highlights the offers you have mentioned.
And don’t just talk about your product or service – tell your visitors what they should do with the use of prominent calls to action. Try using words such as “call”, “phone”, “buy”, “order” or “browse”. Make sure you include calls to action on your landing pages too – these help customers to navigate around your website and prompt them to complete your desired actions.
4. Use Ad Extensions
Ad extensions are a type of ad format that show extra information (“extending” from your text ads) about your business. Ad extensions tend to improve your ad’s visibility.
They often appear above the search results, rather than along the sidebar. If two competing ads have the same bid and quality, the ad with greater expected impact from extensions will generally appear in a higher ad position than the other. Extensions can help improve the click-through rate (CTR) of your ads. More clicks means more customer traffic. There are several forms of ad extension, including sitelinks, call extensions and location extensions.
5. Use Dynamic Keyword Insertion (DKI)
Dynamic Keyword Insertion allows you to include a small snippet of code within your advert in order to change defined elements of text to match a users search query. Implementing this technique helps to increase the relevancy of the advert to the users by matching the advert to the entered search query. For example, if you included the keyword “brown boots” within one of your Ad Groups, it would be possible for your advert to automatically include the keyword “brown boots” within the headline if someone used it as part of their search query. Using DKI is an advanced adwords feature, so be sure to read Google’s guidelines accurately
6. Split test your ad copy
This is a great way of finding out what works and what doesn’t. Try to keep at least two ads running in each ad group, and see which performs best. Look at your whole account and see if the best performing ads have anything in common. Likewise, check the ads that aren’t performing.
Once you’ve found out what works, test new ads against your best-performing ads. Keep doing this and you’ll eventually be able to see which advert is performing the best. But remember, only change one variable at a time, otherwise you won’t know what’s had an effect.
Have you had success with any of these tips? let us know in the comments.