Top 12 Tips To Writing Effective
Google
AdWords Select Ads
In this
article I show you my top twelve tips for creating
effective
Google AdWords Select ads. I've been
testing the Google pay per click advertising system
for a while, with much success. These tips will help
you create ads that generate higher click through
rates, and lower cost per click.
1. Target The Right Audience
Target the
right audience by selecting the language and
countries that you want to target. For example, I
exclude all countries where English is not
understood by a large percentage of the population.
2. Refine Your Keywords
Use square
brackets "[...]" around your keyword/s.
For
example:
[google]
[google adwords]
Your ad
will only show when the search is for the exact
keyword phrase you have included within the
brackets.
The ad
will not show for searches that include other
keywords. In our example, this would be for searches
such as "google search," or "google news."
3. Test Multiple Ads Simultaneously
Always
test 2 (or more) ads simultaneously. This is what is
known in the print industry as an A/B split test.
Find out
which one produces the higher click through ratio.
Then replace the weaker performing ad with a new
one.
Continue
this process in your never-ending quest to get the
highest click through ratio possible.
4. Track The Return-On-Investment Of
Each Ad
Google
tracks the click through ratio of each ad. But it
doesn't track the conversion ratio.
Use a
special tracking link in each ad to track its
conversion ratio. For example, you could attach each
ad with an affiliate tracking system link. Make sure
each ad produces a return-on-investment.
5. Include Targeted Keywords In Your
Ad
Include
the targeted keywords in the headline and the
description of the ad. Google will highlight
searched keywords in bold in the ad.
When
people scan search results, they look for the
keywords they have entered. Searched keywords
highlighted in bold certainly help to catch the
user's attention. For this reason, ads with searched
keywords usually perform better than ones without.
6. Sell The Benefits
Spell out
one or more major benefit in your ad. For example,
make more money, stay younger looking, lose weight,
get healthier, live happier, etc.
7. Include Attention Grabbing Words
In Your Ad
Start your
headline with an attention grabbing word. For
example, "Free:, New:, Sale:, etc." Make sure you
stay within
Google's editorial guidelines.
8. Use Words That Provoke Emotion &
Enthusiasm
Use power
words or call-to-action phrases that provoke
emotion, enthusiasm and a response.
Here are
some examples of power words:
free,
cheap, sale, special offer, time limited offer,
tricks, you, tips, enhance, discover, fact, learn,
at last, free shipping, etc.
Here are
some examples of call-to-action phrases:
* Buy Today - Save 50%
* Download Free Trial Now
* Sale Ends Tomorrow
Make sure
the phrase specific to your business, otherwise
Google may reject the phrase.
9. Sell Your USP (Unique Selling
Proposition)
What makes
your product or service better, or different, from
the competition? Spell them out in your ad.
For
example, one of Amazon.com's first taglines was
"Earth's Biggest Bookstore." That's a powerful USP!
10. Link To Relevant Landing Pages
If an ad
is for a specific product or service, create a
landing page for the ad. Include relevant and useful
information to convert the customer. Generally, a
well designed landing page will almost always
convert more visitors than if you simply sent the
visitor to the home page.
11. Remove Common Words
Remove
common words, such as "a, an, in, on, it, of, etc."
Remove every word that does not absolutely need to
be in the ad. Make every word count.
12. Deter Freebie Hunters
Deter
freebie hunters by including the price of the
product or service at the end of the ad. This will
improve your overall conversion ratio and lower your
average customer acquisition cost.
This may
reduce your click through ratio, but that's OK.
After all, you're not trying to target every body,
only potential customers. In most cases, freebie
hunters will never become paying customers.
Conclusion
Remember
that advertising is a never-ending series of tests.
Always track your ads. Never stop testing different
keywords and ads to improve your conversion ratio
and lower your customer acquisition cost.
Advertising in
Google's AdWords Select advertising system
works. It may not necessarily produce as many
visitors as Overture, but the click through cost can
be lower.
Master the
art of advertising in Google, and you could outsmart
the competitor who's always outbidding you in
Overture. ;o)
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