It seems so deceptively simple to create ads on Google AdWords. After all, you just need to begin typing in some text and if you go too far, you’ll receive an alert. Once you’re done, your ad will likely go live. Then you can sit back and wait for the calls or the business to begin rolling in.
The problem is, unless you have surprisingly good instincts, the phone won’t begin to ring. Unless you’ve put some thought and some research into creating your ad, it’s not likely to be very effective.
A good ad will entice relevant prospects to click on it, while dissuading non relevant visitors from clicking it.
With an ad you have less than 100 characters in total to work with, including spaces and punctuation. This isn’t a lot to work with. There are ways to add to this figure if you utilize sitelinks, for example.
I’ve already written about how sitelinks help make your ads stand out, so with this article I want focus on the words and punctuation that will make up your ad.
Neither will I discuss keyword research, which must be done to determine which words prospects are using to potentially find your ads to begin with. I’m assuming you’ve already done this.
Include the keywords into your ad. A person is typing in some product or service they need so they’ll respond first to ads that have this phrase in their title or in the text. Google will bold the keywords from their phrase in your text so even if it’s not the title, it will stand out. This may seem obvious, but a surprising number don't do this or have too many different phrases in their ad group to do this.
Use punctuation to make your ads stand out from the competition. I’m not talking about using a lot of exclamation points (which is prohibited) or out of the ordinary punctuation. If your ads are showing in the top position, then adding punctuation at the end of the first line will allow this and the title to show as one long sentence. Likewise have no punctuation will make the second and third lines show together. Test which of these works best for your click through rate.
Use best or number 1 if you can back it up. If you sell a product for example that has been rated the best by a third party organization you can include this in your ad text if you have the recommendation on your landing page or within a couple of clicks to it.
Include pricing to eliminate prospects that aren’t viable candidates. If your fees can be an issue for some prospects than consider incorporating it into your text. It will help keep those who can’t actually afford your services or products to not click on your ad.
Write separate ads for mobile. For many businesses mobile has become a huge source of business. Yet, they don’t write ads targeting this market. You can create ads and then check the box below them to show up on mobile. Incorporate a call to action unique to them such as call us.
Do something to make your ad copy to stand out from the rest. Ever look for an item and when you see the search results all the ads look the same. If this is happening with your own ads, then find a way to differentiate them. There has to be some benefit or feature that your can highlight that your competitors are overlooking.
Don’t get too creative with your ad copy. It’s one thing to make your ad stand out from the competition. It’s another to have something from out of left field that your prospects either will not understand or misinterpret. It can either lead to a lot of wasted clicks or none at all.
Test ad copy. Do you think you've created the perfect ad? Then prove it. Create a second ad and then see which ad has the better response. It could be the ad you expected or it might be the second. Either way, tweak the one with the lower click through rate to continue to improve its click through rate.
There are other things you can do to improve your click through rate from the previously mentioned sitelinks t tightly themed ad groups. Remember that your objective is not to get people to click on your ad. It’s to generate business. Each click costs you money and its important to remember that. Is each click closer to getting you business, or is it just eating up your revenue. If you’re not sure, then consider hiring a Google Ads Consultant to help