Writing AdWords ads that get clicked on is the main force behind any advertising campaign. That heading, 70 characters of description and display URL are the difference between your target visitors finding your website and them finding the competition instead.
It’s therefore vital that you structure every ad correctly and make them interesting. Poorly structured or boring ads don’t work. Well structured and interesting ads do.
Writing AdWords Ads That Get Clicked On
When writing AdWords ads, pay special attention to these 7 top tips and you’ll be creating properly structured ads that get clicked on every time:
- do include the keyword for your ad group in your headline, description text and the display url.
- do include a benefit of your product or service in the first description line of your ad. For example, phrases like “20% more sales”, “better quality of life” or “gives you more time”.
- do include a feature and call to action in the second description line of your ad. For example, “Free Delivery”, “Order Now”.
- do capitalize all words in your ad with more than three or four letters, for example, words like “and”, “the”, and “a” should not be capitalized.
- don’t suggest that what you offer is free as this is more likely to attract prospects who are less likely to buy from you.
- don’t forget to use your company/brand name as keywords for any brand you’ve created. You don’t want your competition profiting from them.
- don’t use the same ads written for the Search Network in the Content Network. When writing AdWords ads for the Content Network you need them to stand out and grab peoples attention.
What do you do with really good keywords with neither impressions or clicks?
You have no idea how many times I get asked about supposedly good keywords that get no impressions or no clicks.
The harsh reality is that keywords with no impressions are not really good keywords. And this fact is actually verified by your own account statistics.
If, after a few weeks of bidding on your prize keywords you have no impressions accumulated, then obviously nobody is using those keywords to search for the products or services that you have to offer.
I know what you’re thinking, you checked your keywords against Google’s keyword tool and it showed you that there was a few hundred searches performed on this keyword recently.
While this is true, you must remember that most low volume keywords go in and out of fashion very quickly. You might think of them as very relevant, but obviously your public doesn’t. Otherwise, they would use those terms regularly in their searches.
My recommendation is to delete keywords with no impressions and no clicks as they’re just cluttering up your campaign and making it harder for you to manage.
But, before you do delete them, try entering the keywords into a keyword selection tool. The suggestions that it returns may give you a much better idea as to how your public are really thinking when they look for your product or service online.
There is one exception to this rule, which is when your keywords are seasonal.
For example, if you have keywords that target Christmas, then keep these in a campaign of their own and turn the campaign on a few weeks before the holiday. After Christmas is over, pause the campaign and forget about them until next year.
There really is no shortcuts to building a good keyword list for your AdWords campaigns, you have to do the proper research.