A tip on writing AdWords ads (Now I'm just showing off)
February 10, 2006 at 10:19 AM
A successful AdWords campaign consists of 5 pieces.
- Careful selection of relevant keywords
- Effectively written ads
- Savvy bidding
- Effective landing page
- Smooth sales process
I'd like to chat briefly about #2, writing effective ads. Writing effective ads with Google, pays big. Not only do effective ads garner more click throughs, but with Google, those high click through rates also help you climb "higher up" in the ad listings, without paying more.
So here's the tip.
This should be obvious, and to some of you it will be, but I see so many AdWords ads that don't follow this rule.
When writing AdWords ads, use the keywords you are bidding on in the ad copy.
The very best is if they're included in the first line of the ad (the headline). At the very least, have the keyword in the ad copy.
Why? Two reasons:
- You'll be showing visitors that you have exactly what they are looking for.
- Google will bold any words in your ad that show up in the query. See the example search for "feather dusters" below. (No, I don't have a feather dusters campaign, this is just to illustrate a point).
Notice how "Feather Dusters" show up in bold in the headline, and the ad copy?
But Carson, I have so many keywords, I can't make them all appear in the ad!
Break your campaign into as many ad groups as you need to in order to be able to adhere to the above rule.
So let's say you're selling turnip juice. You figure turnip juice might make a great gift. Don't put the "gift" stuff in your general "turnip juice" ad group. Make another ad group, devote all the keywords to variations involving "turnip juice" and "gifts." Then headline your ad with Perfect Turnip Juice Gift. So you only have 15 keywords in this ad group? So what. It'll be worth it in when you see the click through rate.
The image at the top right of this post is a snapshot I've taken from a campaign I set up last month. For the uninitiated, a 1.5% CTR (click through rate) would be considered a good performing keyword. As you start moving up from 1.5%, you're entering holy grail land. As you can see, I'm bragging. But I do it to reinforce my tip. Each of the keywords you see a report on above is a keyword that appears in the headline of my ad. Give it a try, it works.