Writing effective ad copy

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So today I want to share with you my top ten tips to traffic (#7). This top ten tips list is about writing effective AdWords copy. The text in your ad matters because it’s your only chance to get the searchers valuable attention. So here’s my top ten tips for today.

1: Use keywords in your ad copy.
The search term that triggers your ad are bolded and draw attention. It seems obvious but this is the number one missed opportunity I see in my clients home made adverts.

2: Use small ad groups and many ads. Then continually optimise them.
A smaller ad group wll trigger more relevant ads. Google shows the ads that work best more frequently so you know which ads work and you can make assumptions about why, then test them with new ads (just don’t replace the copy of poorly performing ads for your new test. They won’t be shown if Google is optimising).

3: When optimising, you should write new ads with the highest performing keywords in them.
See point one. When your highest performing keywords are in bold in your ad text, you’re more likely to get clicks.

4: Think about your customers benefit.
You’re not writing an ad for yourself. You’re writing an ad for your potential clients. What do they want that you can offer? Tell them in your ad text.

5: Call to Action
If someone is reading your ad, they are giving you attention. Do something with it. A Call to Action is an advertisers term meaing tell them what to do. Tell them to visit your site, to look at it, to think about what you want them to think about. Whatever you do, don’t just talk about your product, give the reader something to consider.

6: The title matters.
It’s the biggest text in your ad. Make it compelling.

7: Have an efficient landing page.
This is more about your quality score. If you’ve taken my suggestions above your ad copy will be high quality. Make sure your quality score is great so your ad gets seen.

8: (display) URL Matters.
I like to write my display URL with the top level domain and the benefit. Like “theoddoneout.com.au/adwordsblog” tells people exactly what they get when they click on my ad. If possible your benefit should be what they are searching for, see point 1.

9: Really, it’s all about the Keywords.
I have to repeat this. Make your ad groups small and your keywords relevant. Work 5 times harder and longer and get your ad groups down to individual product level. I guarantee your quality scores will improve and your click through results will skyrocket.

10: Questions.
Ask a question in one of your ad copies (see point 2). Sometimes it won’t work but with one of my automotive customers the conversion rate is 5 times higher with a question in the ad copy than without. Numbers don’t lie.

(BONUS) 11: I have a theory that SEO optimised landing pages give higher quality scores.
I haven’t tested it (and I’m thinking about how to test it). If anyone would be willing to let me test their AdWords campaign with 2 landing pages, 1 optimised, 1 not, I’d happily do it at no charge. Leave a comment if you’re interested in talking about this!

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