This resource details how to write a perfect Adwords ad that pre-qualifies and converts.
Ok, let's be clear about how Adwords works firstly. The price you pay for an ad to appear is dependent on the quality score of your keywords and the maximum amount you are willing to pay. The higher the quality score, the lower you would need to pay in order to hit the top spot.
Now you understand how important quality score is, it's time to explain how it works. There are three primary factors and one secondary factor:
Primary:
- The relevance of the keyword in relation to the landing page
- The relevance of the advert in relation to the landing page
- The relevance of the keyword in relation to the advert
Secondary:
- The engagement measures (time spent on site, page views and bounce rate)
Writing a great at will affect all these factors, other than the relevance of the keyword to the landing page.
People are under the impression that you should get as high a click-through rate (CTR, the percentage of people who see the ad that also click it) as possible, but this is a fallacy. What the ultimate aim is, is to get as many relevant clicks as possible and to do this you're going to need to pre-qualify your visitors by cutting the ones that are unlikely to convert. This pre-qualifying will reduce your CTR and that's a very good thing. Pre-qualifying your visitor has an affect on your engagement measures because you're only encouraging those who are going to be interested to click the ad.
So let's cover what you will need in your ad:
- A unique selling point
- Why you're the best option
- Promote your benefits
- Your call to action (CTA)
- The keyword(s)
- Your pre-qualifying
Under normal circumstances, that would be absolutely fine, but in the case of Adwords:
You need to be able to do all this in 95 characters, that’s exactly the length of this sentence.
What this means is that you need to prioritize your needs. We have three fields to complete based on that character limitation and your display URL:
- The title (25 characters)
- Description 1 (35 characters)
- Description 2 (35 characters)
- Your URL (35 characters)
What this effectively means is that as you complete the fields, you're going to have wasted characters as you fill the field, for example, your title might only be 22 characters in length and you can't fit another word in so you've wasted 3 characters.
The aim of this ad is to get the buyer to click and the browser to pass, that's the only way to really profit in PPC. Here's how to do it.
Firstly I would advise that capital letters are essential, by that, I mean capitalize the first letter of each word. I also capitalize the display URL. Capitalization makes your ad stand out.
It's vital to use the keyword in your ad. The reason for this is that the keyword is highlighted in the ad, that highlighting draws attention.
Promote benefits over features. Nobody want to know that your product is small, they want a benefit, they want to know it fits under the table.
Pre-qualifying. This might go agaist everything you believe, but name your price! Most people like the price to stay completely hidden until the visitor has decided to buy and then just hope that it's in the buyers price range. This is perfectly viable with an unlimited amount of traffic or a mailing campaign where you're not paying per lead, but in PPC, every lead costs you money, it makes perfect sense to not be charged for visitors where your product is out of their price range. Maybe your product is too dear for them, alternatively, they might be looking for something of a lot more quality than you're offering. So name your price, or at very least, a price range.
Finally extensions, be sure to enable your phone number extension as well as adding 4 sitelinks and the location extension (linked by your Google Places account) as all these extensions make your ad stand out from the crowd. For the ultimate touch, use the reviews extension to get a star rating on your ad.
Following this advice will increase your on-page conversion rates and make your ads more effective.
