AdWords Advice from Jessica

Maintaining a successful AdWords account starts with a strong foundation. Whether you're new to AdWords or have been running your campaigns for some time, it's a good idea to make sure you've got the basics covered. We've asked Jessica, an AdWords optimization specialist, to share some tips on creating an organized structure and writing effective ad text.

Jessica: For a neatly structured and highly targeted account, create a separate campaign for each travel product or service you provide. Next, organize each of those campaigns into separate ad groups, each focusing on a specific theme.

For example, if you offer different types of vacation packages, your campaign and ad groups might look like this:

Organizing your account into different campaigns with highly specific ad groups will:

	Allow you to see which keyword and ad text themes are leading to clicks and conversions
	Ensure your keyword themes are more clear and your ad text more relevant
	Help you navigate your account more easily
	Make it easier to add new campaigns and ad groups by following the same clear structure
	Give you more control over your costs, since you can set different budgets for each campaign

Jessica: Another basic yet effective way to boost your account performance is refreshing your ad text. Show potential customers you have exactly what they're searching for by incorporating your core keywords in your ad text.

Also, include any specials or discounts to make your ads more appealing — 43 percent of online travel researchers search specifically for price deals.² Highlight any eye-catching offers like free upgrades or discounts to entice people to click through to your site.

Be sure to use a call-to-action phrase that inspires potential customers to take action and tells them what you'd like them to do, such as "Book Today" or "Call Now." To make your call-to-action even stronger, combine it with a special deal, such as "Reserve Online & Save up to 40%!"

Going back to our vacation package example, your ad text for the "All Inclusive" ad group might look like this:

To learn how to edit your ad text, you can visit this page of the AdWords Help Center.

Want more tips from Jessica in the next issue? Send your questions to travel-newsletter@google.com.

[2] JupiterResearch, "U.S. Online Travel Consumer Survey 2007," October 2007

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