Answer
Jul 20, 2016 - 02:06 PM
a. There are several major things you should consider putting in your ad copy: Call to Action (Subscribe, Read More, Try Free, etc.), Price Point (for only $0.99, starting at …, etc.), Call Out specific features (10 hour battery life, 24 hour support, etc.), Promotional Message (Free Trial, 20% discount), Selling Point (downloaded by x millions of users, trusted by x number of professionals, etc.). There are more phrase variations but these are the ones that are most commonly used. Ads containing call to action at the end almost always work better than the ones without. You can use combinations of those things as long as it all fits within the character limit of the ad.
b.Have at least 2-3 different ads per ad group with different combinations of things mentioned above. That will allow you to identify what works better for you.
c. Set your "Ad delivery: Ad rotation" (in campaign settings) to "Optimize for clicks" (unless you are performing ad copy test or have a lot of conversions tracked in AdWords). That will ensure that the ad with the highest CTR will server most of the time. More on ad delivery here: https://support.google.com/adwords/an...
d. Always use ad extensions. They increase your ad real estate and allow to add more description to it. Ads with extensions always work better than those without. You can have multiple types of ad extensions showing with your ad at the same time. Keep in mind that some ad extensions might not show up all of the time (it will depend on your ad rank and ad position on SERP). More on ad extensions here: https://support.google.com/adwords/an...
e. Give your ads some time to run and generate enough performance data, then start pausing those that don't perform while leaving those that work best and/or consider writing new ones with different messaging. In Ideal world you should get at least 50 click per ad before assessing its performance. The more data you will have, the better decision you can make for optimization.
f.Try to put your main keyword in the ad group in the headline of the ad within that ad group. Eg: If your main keyword is "cheap Nike shoes" you ad headline can be "Cheap Nike Shoes Here!"
g. Add trademark and copyright symbols as they add more credibility to your ad in the eyes of the searchers. Do not use those if you don't actually have any copyrights or trademarks for your company brand, products or services.
h .Here's some information on editorial guidelines and ad copy policies: https://support.google.com/adwordspolicy/answer/6021546?hl=en, https://support.google.com/adwordspolicy/answer/6021630?hl=en.
b.Have at least 2-3 different ads per ad group with different combinations of things mentioned above. That will allow you to identify what works better for you.
c. Set your "Ad delivery: Ad rotation" (in campaign settings) to "Optimize for clicks" (unless you are performing ad copy test or have a lot of conversions tracked in AdWords). That will ensure that the ad with the highest CTR will server most of the time. More on ad delivery here: https://support.google.com/adwords/an...
d. Always use ad extensions. They increase your ad real estate and allow to add more description to it. Ads with extensions always work better than those without. You can have multiple types of ad extensions showing with your ad at the same time. Keep in mind that some ad extensions might not show up all of the time (it will depend on your ad rank and ad position on SERP). More on ad extensions here: https://support.google.com/adwords/an...
e. Give your ads some time to run and generate enough performance data, then start pausing those that don't perform while leaving those that work best and/or consider writing new ones with different messaging. In Ideal world you should get at least 50 click per ad before assessing its performance. The more data you will have, the better decision you can make for optimization.
f.Try to put your main keyword in the ad group in the headline of the ad within that ad group. Eg: If your main keyword is "cheap Nike shoes" you ad headline can be "Cheap Nike Shoes Here!"
g. Add trademark and copyright symbols as they add more credibility to your ad in the eyes of the searchers. Do not use those if you don't actually have any copyrights or trademarks for your company brand, products or services.
h .Here's some information on editorial guidelines and ad copy policies: https://support.google.com/adwordspolicy/answer/6021546?hl=en, https://support.google.com/adwordspolicy/answer/6021630?hl=en.
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