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Follow These 3 Simple Tips And Create Right Ads For A Profitable Search Engine Marketing Campaign

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Are people not clicking your ads at all? Does Google not find your ads relevant and has been giving you a hard time with your quality score? Are you paying more because your ad is inviting irrelevant clicks from the searchers who are not interested in your products? The fact that you are here on this page indicates an increased probability of Yes as an answer to these questions.

Ah, we know Google is a tough task-master which demands sheer discipline from its advertisers and wants to give best user-experience to its searchers and probably cares the most for its business.

Catchiness, relevance and click-worthiness– are the three attributes of a perfect ad which can turn your Search Engine Marketing (SEM) campaign into a profitable one and make Google happier.

You have 25-characters in the headline, 35-characters limit in each of the two description lines, 35-characters in the Display URL (directing to the home page of your website) and 1,024-characters in the destination URL (directing to the landing page). This is all what you have and this is all what a super-hero advertiser has too. Knowing how to make use of these 1,154 characters is what distinguishes a bad ad from an A-class ad.

Your ads are seen by hundreds of thousands of people across the web but in order to make it stand apart from your competition, there are three simple ways how you can create a right ad which is relevant for the searcher, catches his eyeballs and compels him enough to click it.

Include your Keywords and tell customers about your USP

An ad group defines the destiny of your ad. The keywords which are part of an ad group should be present in the copy of the ad. Only a proper keyword research can ensure you a list of keywords which are relevant for your searchers.

Keyword Planner, a free tool for keyword research by Google AdWords, can help you search for keywords and ad group ideas, can also tell you how a list of keywords might perform and can even create a new keyword list by multiplying several lists of keywords together.

By using Keyword Planner and Search Term report (which tells you the exact terms used by customers which triggered your ads in the past), you can get a list of effective keywords. Including these keywords in the ad copy can increase the relevance of your ad for the searcher.

When a searcher observes the term which he keyed in the search bar and sees the exact keywords in your ad, it reinforces his search. As Google highlights the common keywords, it becomes easier for a searcher to give attention to the ad.

The headline and the two description lines must be very carefully used to showcase your competitive features about the product or service which you are offering. By continuously monitoring your competitors, you can have an idea of what your solid value propositions are. Be clear and crisp about your offerings. 100 Day Free Returns, 50% Off Your First Order, Free Shipping, Limited Time Offer Sale, Free Trial are some of the offers which many advertisers use as their competitive propositions.

Test multiple ads for a single Ad group

Let us admit this, we have created an ad. However, it is easy to feel complacent with one ad per ad group. Most advertisers fall victims to this complacency and that is not a right approach.

Different buyers have different needs. They are motivated by different factors. Trying to woo all those potential buyers having different needs with a single ad focusing on just one need, is a sure shot way to make your ad invisible. A price sensitive buyer would look for discounts; so an ad with price of your product may work for him whereas a buyer looking for a deal may be attracted by your special offer.

Ideally, an ad group with 8-10 tightly themed keywords should have at least 3-4 ad variations. The Ad rotation feature of Google AdWords can determine which ad to show when you have multiple ads in an ad group. Depending upon the ad rotation settings, which are –optimize for clicks (which is the default setting), optimize for conversions, rotate evenly and rotate indefinitely (not recommended) – you can see how often each ad has been shown in relation to the rest of the active ads in the same ad group. You will know which ads are capturing the attention and making the searcher click it and go on the landing page of your website. This way, you can later choose only those ads which are performing well and discard the non-performing ones.

The only way to know what makes different customers click your ad is continuous and consistent testing with variations of ads.

Tell the searcher what to do next and send him to a high-quality landing page

Phrases like buy here, download here, sign-up here or get a free-trial here are some of the very frequently used call-to-actions (CTA’s). Giving these CTA’s to the ad text, tells your customer what to do next.

Once you have got your searcher clicked on your ad and he is on your landing page, provide him with the best navigation experience, along with the relevant features and solutions which your ad copy had claimed in its selling points. For instance, if you promised a 5% discount in your ad copy, your landing page should have very clear details about the offer and description about how the visitor can avail that discount. Such fairness and transparency in landing page, not only satisfy the visitor but it also gets you a higher quality score.

All these tips will not only ensure the success of your ad with higher CTR, but also a good quality score which in turn will boost your  Ad rank, lead you to pay lesser for your click and get higher position in the search rank.

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  • There are 3 comments


    • 2 years ago

      Pratik Ahuja   /   Reply

      You can also use multiple ads in a single ad group effectively by using keyword matches (Broad match, Exact match, Modified broad match). That will surely reflect better on the results!

    • 2 years ago

      Aparna   /   Reply

      One cannot generalize the content for all target audience. Optimizing the contents and campaigns for different target group will be a good strategy. Leading the searcher to the required landing page is more important and this will help to get more conversions.

    • 2 years ago

      Shital Kalamkar   /   Reply

      Different Ads for different potential customers is a good idea. Keywords are the backbone of any ad. So one must take care of keywords while designing ads. Keyword planner is great tool for keyword research.

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