When talking about AdWords or managing an AdWords campaign, it is all about click rates, keywords, schedules, bids etc. We too often forget the most important tool, which is the ad itself.
In fact, a potential client sees nothing but your ad. It is hence up to a successful wording to communicate your message and to fire the expectations. To make it clear: the ad should definitely be the core of every AdWords campaign.
The typical ad contains a headline, two lines of text and the URL. This is the typical ad, the kind we see plenty times a day and the one we are used to seeing. Since it is nothing special, we don’t even register its existence. It`s just one more ad out there in the dense jungle of Google ads.
A successful ad, on the contrary, stands out from all the other advertisements. Thereby, it not only attracts more clicks but it also attracts the right clicks.
Here we present six tips, which will make your ads the special one
Ads: The bigger, the better
Ad extensions are a good way to enlarge the space your ad gets within the first three places. Bigger ads automatically attract more attention, suggest authority and display a maximum of information.
With simple call out extensions, catchphrases can easily be added. If there exist press articles published on independent online media, they can easily be included with the Review Extension. Additionally, site links and the address-and call extension help further enlarging your ad.
Use Keywords for your wording
Old but gold: use key words in your ad wording! If searched phrases appear in exactly the same way in the ad text, they will be displayed in bold and thereby further highlight your ad.
Furthermore, it makes sense out of psychological reasons to show the user exactly the text he just typed into the Google search. Using the exact phrase suggests a higher relevance and increases the click-through-rate.
This effect can be attained with a clear campaign structure: cluster your campaign in certain ad groups which consist of different ad sets with different wordings.
Google also offers to display the exact search text automatically in your ad text. Still, this feature should be used carefully since there is a high risk of producing completely senseless ads. Just remember ebay’s epic AdWords fail “„baby – buy it cheap on ebay“
Be different than the others
Sometimes, all the ads displayed for a specific search term look exactly the same. When searching for running shoes, for example, all ads use the same key words, they all offer quality brands and they all promise low prices.