3 Best Ad Designing Practices You Must Include In Your Search Engine Marketing Campaign - Digital Vidya
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3 Best Ad Designing Practices You Must Include In Your Search Engine Marketing Campaign

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An Ad is successful when the audience likes it. And when the audience likes it, it results in conversions and hence increase in sales and returns for a business. In Search Engine Marketing (SEM), these are the three main ad designing practices one must pay attention to :

Ad Copy:

For any advertising to be successful, the ad copy has to be effective. For a layman who types in certain keywords for searching his query on Google, if the ad copy consists of the same words, Google would reward the Adman with a higher quality score and hence your pay per click would reduce. This is because of the strong degree of relevancy between the keyword that is searched and your ad copy. For example, if ‘Dyson Animal vacuums’ has been typed for a search on Google by a person and the advertisers ad copy says:

Get Dyson Animal Vacuum

Bagless, upright vacuums in many colors.

Free Shipping. Order today. www.vacuum.com/animal_vac.

This adcopy is considered to be relevant as the words typed are also there in the ad copy.

However, an advertiser should not only insert the keywords in the headline or adcopy or tail end of the display URL, but should also look at other keywords such that your ad appears on the search engine.

Appropriate Ad Extensions:

Ad Extension is a type of ad format that shows extra information about the advertisers business.

Thus there are App Extensions, Call Extensions, Customer Ratings Annotations, Location Extensions, Review extensions, Sitelink Extensions, Seller Rating Annotations. Though all these extensions can be developed for mobile, tablet or desktop, only the app extensions are not meant for desktops.

An advertiser can use all the extensions globally except for consumer rating annotations, review extensions and seller rating annotations, which have been limited to a few countries by Google.

So depending on the advertisers requirement, Ad Extensions can be used appropriately.

Sitelinks extensions now form a part of Googles Ad Rank algorithm. Therefore if they are relevant and appropriately added in your ad, your Click through Rate ( CTR) could go up by as much as 10% – 20%.

Competitor Analysis:

Always have your competitors in mind and have your Ads stand out of the clutter. Free shipping and other sale pricing make you gain an edge over your competitors. A thorough analysis of your competitors is a must, to gain big in your business.

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  • There are 4 comments


    • 3 years ago

      Mayank   /   Reply

      Hi ritu indeed a good post on how to make a good ad copy for your SEM campaign. I would like to add that one should also keep in mind that the add title should have only the relevant keyword and not be loaded with keywords as adv. title should not go above 25 characters including spaces. Same care should be taken while writing the ad description and ad url, as here the total limit is 35 characters including space.

    • 3 years ago

      Vikalp Bharti   /   Reply

      Thanks Ritu for sharing. Can’t think of more important parameters.Could you also talk more about Competitor analysis? This would help me a lot.

    • 3 years ago

      Indrajit Goswami   /   Reply

      The point ‘2’ is not clear. What are ‘Customer Ratings Annotations’ and ‘Seller Rating Annotations’? First you’ve used the word ‘Ad Extensions’ and then ‘App Extensions’. Can you please clarify?

    • 3 years ago

      Apurva Ramteke   /   Reply

      Nicely written post, apart from Ad Copy and Extension, there are lot many other factors an Ad should contain like graphics, or picture, images used, some innovative design etc. you would be knowing more I guess. The last part Competitor analysis is very important, I think you should have been little more descriptive.

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