Last Update: Tuesday, January 18, 2005.
In this article I show you my top twelve tips for
creating effective Google AdWords
ads.
I've been testing the Google pay per click
advertising system for a while, with much success. These tips will help you
create ads that generate higher click through rates, and lower cost per click.
1. Target The Right
Audience
Target the right audience by selecting the
language and countries that you want to target. For example, I exclude all
countries where English is not understood by a large percentage of the
population.
2. Refine Your Keywords
Use square brackets "[...]" around your
keyword/s.
For example:
[google]
[google adwords]
Your ad will only show when the search is for the
exact keyword phrase you have included within the brackets.
The ad will not show for searches that include
other keywords. In our example, this would be for searches such as "google
search," or "google news."
3. Test Multiple Ads
Simultaneously
Always test 2 (or more) ads simultaneously. This
is what is known in the print industry as an A/B split test.
Find out which one produces the higher click
through ratio. Then replace the weaker performing ad with a new one.
Continue this process in your never-ending quest
to get the highest click through ratio possible.
4. Track The
Return-On-Investment Of Each Ad
Google tracks the click through ratio of each ad.
But it doesn't track the conversion ratio.
Use a special tracking link in each ad to track
its conversion ratio. For example, you could attach each ad with an affiliate
tracking system link. Make sure each ad produces a return-on-investment.
5. Include Targeted
Keywords In Your Ad
Include the targeted keywords in the headline and
the description of the ad. Google will highlight searched keywords in bold in
the ad.
When people scan search results, they look for the
keywords they have entered. Searched keywords highlighted in bold certainly
help to catch the user's attention. For this reason, ads with searched keywords
usually perform better than ones without.
6. Sell The Benefits
Spell out one or more major benefit in your ad.
For example, make more money, stay younger looking, lose weight, get healthier,
live happier, etc.
7. Include Attention
Grabbing Words In Your Ad
Start your headline with an attention grabbing
word. For example, "Free:, New:,
8. Use Words That
Provoke Emotion & Enthusiasm
Use power words or call-to-action phrases that
provoke emotion, enthusiasm and a response.
Here are some examples of power words:
free,
cheap, sale, special offer, time limited offer, tricks, you, tips, enhance,
discover, fact, learn, at last, free shipping, etc.
Here are some examples of call-to-action phrases:
*
Buy Today - Save 50%
* Download Free Trial Now
*
Make sure the phrase specific to your business,
otherwise Google may reject the phrase.
9. Sell Your USP (Unique
Selling Proposition)
What makes your product or service better, or
different, from the competition? Spell them out in your ad.
For example, one of Amazon.com's first taglines
was "Earth's Biggest Bookstore." That's a powerful USP!
10. Link To Relevant
Landing Pages
If an ad is for a specific product or service,
create a landing page for the ad. Include relevant and useful information to
convert the customer. Generally, a well designed landing page will almost
always convert more visitors than if you simply sent the visitor to the home
page.
11. Remove Common Words
Remove common words, such as "a, an, in, on,
it, of, etc." Remove every word that does not absolutely need to be in the
ad. Make every word count.
12. Deter Freebie
Hunters
Deter freebie hunters by including the price of
the product or service at the end of the ad. This will improve your overall
conversion ratio and lower your average customer acquisition cost.
This may reduce your click through ratio, but
that's OK. After all, you're not trying to target every body, only potential
customers. In most cases, freebie hunters will never become paying customers.
Conclusion
Remember that advertising is a never-ending series
of tests. Always track your ads. Never stop testing different keywords and ads
to improve your conversion ratio and lower your customer acquisition cost.
Advertising in the Google AdWords advertising system
works. It may not necessarily produce as many visitors as Overture, but the
click through cost is usually lower.
Master the art of advertising in Google, and you
could outsmart the competitor who's always outbidding you in Overture. ;o)
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About The Author: Michael Wong is a respected