Examples of unique call-to-actions include: "Join now for 20%
discount", "Register for membership now", "Download free trial now"
and "Order now for free shipping".
Remember your Adwords ad space consists of just a headline and two
lines of text, you need to use this space efficiently to have a
chance at success, so to recap I believe the best strategy to use
this limited space is to include your exact keywords with or without
other words in your headline, give a brief line about your product
using words similar to your keywords in the first of the two 35
character lines and use a unique call-to-action phrase in the
All that's left to do as far as creating your ad is concerned is to
enter destination and display URL. Not really much I can talk about
here, except to point out that your destination URL should be a
landing page specific to the product or service dealt with in your
ad and not simply your home page. Remember users have clicked on
your ad because they're interested in what the ad offered and not
necessary interested in what your company offers as a whole. Landing
pages will always convert more clicks to customers than if you had
simply linked to your home page.
Other Google Adwords issues
This section of the article will cover briefly other Adwords related
issues such as money issues, adgroups, tracking and testing.
As with any advertising campaign budget management is very
important, without it you could quickly find yourself in trouble. In
Adwords after you have chosen all your keywords and maximum cost per
click amount Google will suggest an amount for you to set your daily
budget. This amount is usually about right, and I would suggest
sticking with it in most cases, however depending on how deep your
companies pockets are, it may be a good idea to raise this suggested
amount a little at the start of a new campaign as your ad will be
shown much more and you will be better able to view how your ads are
performing, then if after analysis of click through rates you decide
it would be better to lower your daily budget do so.
Don't let being in position one dominate your mind when deciding
what cost per click to pay for keywords. Doing so may mean your
spending more than you really need to, when Google gives you the
average position of your ad based on your current cost per click
settle for 1,2 or 3 as all these ads will be above the fold (the
fold is the point on a page where you have to start using the scroll
bar to continue reading).
Remember your position is based on CPC and CTR at all times except
the very start of a new ad, so if you use the advice given in this
article already you should be able to obtain high click through
rates and hence your ad should rise above other peoples ads without
you having to spend a cent more than them.
Now onto adgroups, adgroups is a campaign management feature which
allows you to group keywords together in order for you to have an ad
shown for a number of different keywords rather than the usual one
ad for one keyword method. I rarely use adgroups as I find using the
one ad for one keyword way produces much better results as ads are
highly targeted to the specific search terms used and hence more
likely to be clicked on.
Trying to write an ad that can achieve a high CTR for 20 different
keywords is impossible. Hence if you do decide to use adgroups in
your campaign keep them as small as possible at five or less
Using adgroups sacrifices the single most effective thing you can do
to increase an ads CTR and that's having your exact keywords in your
ads title, remember with adgroups the same ad is shown for all
keywords in that group. To use the one ad for one keyword approach
you will need to create a new ad for each keyword manually as by
default all ads are put into the same adgroup when you sign up.
to Article Index