|
Lessons Catalog
Lesson 2c: Starting Off Right_ Organization, Keywords, Placements and Ad Text
Writing Targeted Ad Text
|
|
 |
|
Objective: Learn how to write clear and compelling ad text — from the headline down to the destination URL.
Ad text is a crucial distinguishing factor in luring a user to your website. Successful ads are clear, well-written, specific, and compelling. Here are some tips for writing ads that will get people clicking:
- Include a call to action, such as buy, order, and purchase. While find and search may be accurate, these words imply that the user is still in awareness or interest mode, and doesn't easily encourage the user to click through.
- Include keywords in your headline, since that's what people are looking for.
- Relate your ad to offers that you make on your landing page to help users complete the sales cycle.
- Get to the point — fast. Include the most relevant information about your business first.
- Write more than one ad per ad group, and test the results.
Here are two sample ads promoting the AdWords program: The first ad is vague, redundant, and doesn't offer any benefits or contain a call to action. The second ad contains clear ad text, a specific benefit to the user, and a call to action.
Google
Online advertising.
Google's online advertising program.
adwords.google.com |
Online Advertising
Improve your website ROI. Sign up
for AdWords. Show ads today.
adwords.google.com |
The best headlines directly relate to the keywords being searched. That makes your ad seem especially relevant to the searcher's interests. Therefore, include successful keywords in the headline. Plus, if the keyword in your ad text is identical to the keyword searched for, it will appear in bold font in your ad.
To determine which keywords are successful, review your ad groups and find keywords with the highest number of clicks or impressions. For example, if the keyword online advertising is clearly generating the most clicks and impressions in your account, use this term in the title of your ad.
Commonly, advertisers make the mistake of including the company name or the website domain in their headlines. This typically doesn't attract more clicks unless you're advertising an established company with a distinguished brand. Consider using more general ad titles that inspire clickthroughs, which will eventually fortify your brand.
The description should convey both the benefits of your product or service and include a call to action. Keep everything as short and simple as you can. To start, list your products or services (online advertising, website advertising, AdWords) and benefits (high ROI, show ads immediately). Then put it all together with a call to action, such as Order now or Sign up now.
Your display URL (or web address) doesn't have to be the same as your destination URL (where users go when they click your ad). But it should be an actual URL for your site.
Choose a destination URL that promotes the exact product or service your audience is searching for, rather than your usual homepage. It's usually most effective to direct users to a landing page that they're most interested in, as soon as you can.
There's a common theme in this lesson, and that's to test and refine. Just like with ad groups and keywords, you should continue to watch, review, and rewrite your ads for the best results. AdWords makes this part easy for you. You can create multiple ads per ad group. If your ad serving options are set to optimize (the default setting), Google automatically shows the best performing ad more often.
Check your stats, and swap out new ads for low performing ones. To learn more, visit the Optimizing Your Account lesson.
|
