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"Google Adwords Ads- "Making an Impact in a Small Space"

By Merle

Are you frustrated with the results from your Google Adwords advertising campaign? Let's face it, you've got just a few lines to make a huge impact. If your ads don't draw the reader in, they won't click and if they do click and your landing page doesn't convert well, you won't make the sale.

It all begins when you put together your text ads, which can't be over 25 characters -- and the description lines max out at 35 (including any spaces used).

A well written ad will give you an edge over your competitors, who may be competing for the same keywords/phrases. Higher click thru rates will help your ads to rise in the ranking as this is part of Google's ranking criteria.

Before you get too creative, Google has a few things to say about what is and what isn't allowed in your ads.

Let's review:

1) You can't repeat punctuation, or symbols. For example, no: !!!! or
#####

2) You're only allowed one exclamation point in your ad and it cannot be in
the title.

3) Avoid the use of superlatives such as best, cheapest, or #1 -- unless you have third party verification on your website to back up your claims.

4) Capitalization of every letter in a word is not allowed. For example: FREE, LOOK. However, you can capitalize the first letter of each word if you like.

5) No foul language or misspelled words, but why would you want to do that?

6) Believe it or not, you cannot use words that entice the viewer to click things. The phrases "Click Here" or "Visit this Link" are no-no's.

So now that you know the things you don't want to do, let's turn our attention to what you should be doing.

1) If you're trying to target a local audience, make sure to mention your location within the ad.

2) As with all good advertising you want to stress the benefits of your products and services; not features. Make sure you know the difference.

3) Try to use "call to action" words in your ads. For example: "Download Now", "Buy", "Order."

4) Remember that the urls in your ads do not always have to lead to your home page. You want the url lead your visitors to the exact page the ad is about. For example, if you want to offer a free ebook, lead them to the download page, don't make them look through your site to find what it is you're advertising in your ads.

5) Try to use keywords or phrases in your ad copy, within the titles and
descriptions. When someone searches for that word or phrase, the Adwords
ads that contain that exact phrase will see they are automatically bolded.

6) Make sure to set up separate campaigns for the different products and services that you offer. Each ad group should be centered on only one topic.

7) Once your ads are up and running, never stop evaluating and tweaking your ad copy and tracing conversions. You need to know what's working and what's not.

If you learn through testing your ads that one is outperforming another, you
can log into your Google account and select that campaign. You'll then want to click on "Edit Campaign Settings" and check the box that reads "optimize show better per- forming ads more often." This will insure that the ads getting more clicks will get the most "playtime."

If you'd like to learn more about Google Adwords, there are some really good ebooks on the subject.

Perry Marshall http://www.perrymarshall.com/google/

Phil Chapman http://tinyurl.com/s2qfu

(Hard Copy Book)

Andrew Goodman http://tinyurl.com/pksws

Remember, pay per click traffic is a numbers game. You need to write good copy that gets the click and make sure once you get them to your site that they're doing whatever it is you want them to do. If they don't convert you may be getting traffic, but still not making the sale.

 



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