Website Design Articles :: Google Adwords

Adwords: How do I write a good ad?

The key to writing a good ad is relevance. I can not stress this too strongly.

Relevance means making sure your ad matches as closely as possible what your customers are searching for by ensuring that it contains the words they might use in their search.

When your ad content matches the search terms, those words are displayed in bold making your ad stand out - and therefore more likely to be clicked.

Matching the search terms to your keywords means creating a number of different ad groups for each of your keyword sets so that you can maximise the likelihood of a match by ensuring your ad contains the relevant keywords. Note the word relevant - it's crucial for success!

With only 25 characters for your title and 35 characters for each line of description you cannot afford to include waffle or irrelevant words. Try to use action words as much as possible and make sure your ad text includes the main features and benefits of your service.

When setting up an ad group it is recommended that you write two ads for each group and constantly monitor your campaign to see which ad is bringing the most traffic. Amend the one which performs less well. Your aim is to constantly improve and beat your best performing ad.

Try swapping your lines of description and see the effect, or add capitalisation. One line should be a feature of your service and the other a benefit. For example:

Our customers always recommend us.
Web design from £175 complete.

To aid relevance, Google allows you to use a dynamic title which means that if the search term entered is less than 25 characters long, your default title will be replaced and therefore automatically appear in bold.

To create a dynamic title, type:

{KeyWord:Affordable Web Design}

replacing Affordable Web Design with your default title obviously! Note the capitalisation in KeyWord.

There are many resources on the web about maximising the potential of your ads. Perry Marshall offers a free 5 day email course and you can also buy his downloadable e-book containing plenty of indispensable information. Highly recommended!!