If you know how to write great classified ads, then you can write terrific ad copy for any PPC campaign, and yes that means Google Adwords, too. The key to any successful PPC campaign is more than one; several factors are responsible for successful campaigns; but no doubt that good ad copy is one of them. This article is all about writing PPC ad copy that produces results and winners - no losers allowed.
When you sit down to write PPC ads, remember which keywords and ad groups each ad is for because you have to use the keywords in your ads. Advertisers many times try to make their copies highly creative, but the reason why their ads don't work is because they don't get a good click through rate and conversions. Some marketers think they need to get overly creative with their ads, and that is just not true at all. The headline is only to stop the reader, and then make that reader want to read your ad. Google search engine results contain links of the keywords the surfer input in the search field. Your ad has enough to worry about with all the blue links and everything else on the first page of the SERPS. You must include the keywords from your ad group if you want those stupid blue highlights in your ad to show up, too. It's all about relevance with PPC, and if you do not use the right keywords in your ads, then Google will slap you with higher CPCs fees. When you fail to include the right keywords in your PPC ads, then there will be no blue keywords in your ads, and people will just ignore you. Always use your keywords in the ad body, always, and sometimes it's ok in the headline - if it works well. You must have good click through numbers because that will influence the quality score that Google assigns to your campaign.
You can also use the display URL to your advantage in several clever ways. But for whatever reason not every PPC marketer takes full advantage of the display URL. But the fact is, your display URL does affect the response rate of your ad and increase or decrease the click-through-ratio. It's quite possible to have other helpful elements in the destination URL just as long as the primary domain is in both. So it doesn't matter what domain name you're using, you should always include the main keyword with a slash in your display URL, so that the searchers knows that they are going to the right page.
After you're satisfied with your testing, then you can leave that one alone and change only one other thing. There's nothing wrong with testing every single part of your ad that you feel is worth testing. The click-through-rate is important because it indicates how effective your ad is. There are other conversion rates, such as landing page, but you need to get people to click through before they see your landing page. Further on down the line is the landing page conversion rate which is totally separate from your PPC ad's conversion rate. So put more focus on the CTR in the initial stages, as it would clear up things for you, after which you can work on increasing your overall conversion rate.
One technique that can work very well is to ask a compelling question in your copy or headline. We know you know what we're talking about because just about everyone has used this precise technique in their lives. For the greatest impact, make your questions very pointed, direct, clear... all those good things.
All in all, from the above tips we understand that in order to write effective AdWords ads, you should focus on creating copy that is not only unique but also has the ability to attract attention. So continue your ad copy education, and learn about writing classified ads because that will help you with PPC.
When you sit down to write PPC ads, remember which keywords and ad groups each ad is for because you have to use the keywords in your ads. Advertisers many times try to make their copies highly creative, but the reason why their ads don't work is because they don't get a good click through rate and conversions. Some marketers think they need to get overly creative with their ads, and that is just not true at all. The headline is only to stop the reader, and then make that reader want to read your ad. Google search engine results contain links of the keywords the surfer input in the search field. Your ad has enough to worry about with all the blue links and everything else on the first page of the SERPS. You must include the keywords from your ad group if you want those stupid blue highlights in your ad to show up, too. It's all about relevance with PPC, and if you do not use the right keywords in your ads, then Google will slap you with higher CPCs fees. When you fail to include the right keywords in your PPC ads, then there will be no blue keywords in your ads, and people will just ignore you. Always use your keywords in the ad body, always, and sometimes it's ok in the headline - if it works well. You must have good click through numbers because that will influence the quality score that Google assigns to your campaign.
You can also use the display URL to your advantage in several clever ways. But for whatever reason not every PPC marketer takes full advantage of the display URL. But the fact is, your display URL does affect the response rate of your ad and increase or decrease the click-through-ratio. It's quite possible to have other helpful elements in the destination URL just as long as the primary domain is in both. So it doesn't matter what domain name you're using, you should always include the main keyword with a slash in your display URL, so that the searchers knows that they are going to the right page.
After you're satisfied with your testing, then you can leave that one alone and change only one other thing. There's nothing wrong with testing every single part of your ad that you feel is worth testing. The click-through-rate is important because it indicates how effective your ad is. There are other conversion rates, such as landing page, but you need to get people to click through before they see your landing page. Further on down the line is the landing page conversion rate which is totally separate from your PPC ad's conversion rate. So put more focus on the CTR in the initial stages, as it would clear up things for you, after which you can work on increasing your overall conversion rate.
One technique that can work very well is to ask a compelling question in your copy or headline. We know you know what we're talking about because just about everyone has used this precise technique in their lives. For the greatest impact, make your questions very pointed, direct, clear... all those good things.
All in all, from the above tips we understand that in order to write effective AdWords ads, you should focus on creating copy that is not only unique but also has the ability to attract attention. So continue your ad copy education, and learn about writing classified ads because that will help you with PPC.
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