Google AdWords
Guide
(cont'd)
As mentioned earlier Google Adwords allows you to block your ads
showing for searches conducted by people from certain countries and
people who speak a certain language. There's no point in letting
your ad be seen by people who won't understand it. Likewise if your
product is only sold to a specific country than that country's
residents should be the only people who get to see your ad, as if
your company only sells products within America then any other
nationals clicking on your ad are simply costing you money for
nothing.
Creating your Google Adwords ad
Knowing which keywords to use and how to format them with keyword
matching options alone will not make your Adwords campaign a
success, you must of course also write a good ad which generates
interest among those who will see it. To do this your ad must use
attention grabbing copy such as 'free', 'new', 'sale', 'tips',
'limited offer' and give the advantages of your product at the same
time. This however isn't easy as Google allows you a headline of at
most 25 characters including spaces and only two other lines of at
most 35 characters including spaces, so stick to the point as room
is limited. Sticking to the point means avoiding using words like
'on', 'at', 'of' and 'an' unless you really have to.
Your ad should target your keywords, by this I mean it should
include them. Always include your exact keywords in the title of the
ad as this is proven to boost your click through rate immensely, the
reasoning behind this I believe is that when users see the keywords
they've just searched for in an ad particularly in the title of the
ad they immediately associate that ad with a good find and will be
more likely to click on it.
After just reading the previous paragraph you may be tempted to
simply repeat your keywords somewhere else in the ad in an attempt
to raise your CTR, however on Googles editorial guidelines page they
state that they will not allow repetition of words or phrases in ads
as ads without repetition are clearer. This doesn't however mean
that you can't use closely related words similar to your keywords
which you have used in your ad title, these similar words will help
back up the searchers believe that he or she has found a very
relevant ad. Avoid what's known as superlatives, these are phrases
such as 'the best' and 'we're number 1', these serve no other
purpose than to make you appear cheap and tacky, which will turn
most potential visitors off.
Apart from letting the searcher know your ad is relevant using your
keywords in your ad has another advantage, namely that of making
your ad stand out among the other ads also on the page. Your ad
stands out as Google will highlight in bold any occurrences of the
search terms not just within the main search results but on the page
as a whole including within any Adwords ads present.
Try if you can to include a call-to-action phrase. A call-to-action
phrase is a phrase that which as the name suggests provokes the
reader to do something, in this case click on the ad and go to your
site. Unlike a banner type advertisement you can't use generic
call-to-action phrases such as 'click here' or 'visit this site' as
this does nothing to help the searcher make up his or her mind as to
click on your ad or not. To quote Google again:
"The limited text space should be used for concise, informative
language that sets you apart from your competition."
'Click here' or 'visit this site' is not informative language, it's
language that simply wastes space and that does nothing to help you,
the searcher or indeed Google for that fact. Take Googles advice
into mind and
"Use a call-to-action unique to the service or product you
provide."
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