Google AdWords is, by far, the largest and most robust search engine marketing (SEM) platform. Google makes billions of dollars every year simply by allowing companies and individuals to post text, image based, or even video ads (YouTube) on their domain and network.
In this article, I will specifically be focusing on text ads-the most commonly utilized AdWords ad type.
Why is it important to write great AdWords ads?
Great ads get clicked more often, reduce the bounce rate of AdWords based visitors, and can even allow you to show up above your competitor's ads with a lower bid than theirs (Quality Score).
Without further ado, the 5 Keys to writing great AdWords ads:
Use a clear, easy to read AdWords ad title An overly complicated or to sale-sy of a title instantly deters potential clickers Use capitalization correctly- do not capitalize every character Use keyword(s) in your ad title that appear on the landing page you are sending visitors to Including keyword(s) in your title let's Google, and users, quickly identify what your web page is about making a click much more likely and a bounce much less likely. As importantly, your AdWords ad Quality Score will increase and you are likely to see reduced Cost-Per-Click (CPC) because of thisHelpful Link: Keyword Extractor Tool
Include benefits to customer- benefits they care about! Using features and benefits allows you to separate yourself from the competition Think of this from a customer's standpoint-why should they buy from you? Good Example: "Huge Catalog! Same Day Shipping" - clearly states benefits that are important to customers. This sets the company apart from the rest. Bad example: "Buy now at our On-Line Store" - very generic, does not offer any important benefits to the customer. Add a Call-to-Action The second line of your ad should include a call-to-action Again, think in terms of why a customer should purchase a product or service from you Good example (from AT&T AdWords ad): "Order Today For As Low As $49.99!" Test, test, and test again Even if you've written what you think to be 'the perfect ad', you need to test it Test against existing ads or multiple variations of the new ad Only change one element/variable at a time! For Example- In one ad variation change the ad title but keep the ad content, landing page, and bid unchanged. Another version would have the exact same title as the new ad but with the first line of ad content changed. Continue until you have ads setup to test all elements you would like to testBy utilizing these AdWords ad writing tips and techniques, you will see an increase in ad performance in terms of better, more relevant traffic and lower Cost-Per-Click rates.
Remember to think like a customer but admit that you don't really know what your customers are thinking. So, test your ads! It will save you time and money!
Happy ad writing!
Working Hours of an SEO Specialist
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