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Google Adwords Tutorial - Table of Contents

<< Adwords Keyword Research Adwords Conversion Tracking>>

How to Write an Ad Copy for Adwords that Converts

Managed SEO

No matter how precisely you target your keywords, if your ad copy or banners are not attractive enough, you won't be getting clicks. The only thing worse than that is making your copy and banners attractive to the wrong clickers i.e. you get clicks that don't convert.

While even AdWords geniuses can't always make their copy/banners right the first time, there are some basic rules to follow. Needless to say, testing and monitoring are your best friends write the copy/create the banners according to the rules, make multiple separate versions of the copy/banners, and test which one converts best.

1. Include Your Keywords in the Ad Title, the Description, and the Display Link

As with SEO, keywords in the title and the description matter a lot. With SEO, these help you to rank better for your terms and with PPC they increase your chance to get clicks.

The title of the ad is the first thing users see. It's a fact that users are more inclined to click on the ad, if the title contains the keyword they are searching for. This is why you should always use your keywords in the title. The problem here is that the title must be short (like 25 characters), so you might have to use acronyms or abbreviations. In this case you can include the full keyword in the description.

For the description, you have two lines of 35 characters each. Practice shows that best results occur when the first line of the description describes a benefit of the product/service, and the second is an offer or a feature. For example, here is what you could use for organic skincare:

Headline: Best Organic Skincare!

Description Line 1: Make Your Skin Fresh and Young

Description Line 2: All Organic Skincare - 10% Discount

Display URL:

In addition to the title and the description, it's is also good, if the display URL includes your keywords as well, so when you plan your site, remember to include your keywords in the names your pages/categories.

NOTE: In order to cater to all your major keywords, you will need to create a separate Ad group for each of them.

2. Keep Your Ad Short and to the Point

One of the reasons why many ad campaigns fail is that you are wordy. Fortunately, AdWords limits your title and descriptions to 25 and 35 characters per line respectively, so even if you want, you can't include a lengthy description nobody will read.

Even better, try not to use all the symbols you are entitled to - the longer isn't the better. Just list benefits/features in a couple of words and this is all you need to do. You might want to think about benefits/features and write a list, so that you have them handy when you start filling the ads fields.

3. No Hype and Lies!

It probably goes without saying that your ad copy must be hype and lies free but it won't hurt to repeat. PPC is too expensive to learn the hard way that hype and lies don't sell. For instance, if you go with the following organic skincare ad:

Headline: Organic Skincare Miracle!

Description Line 1: Get top model looks!!!!!

Description Line 2: Every guy will want to marry you

Display URL:

you might be thinking you have hit the nail on the head because if your target audience are bimbos that are desperately hunting for a husband, the ad description is their dream come true but anybody with a brain will roar on the floor with laughter at your ad. So, hype and lies have no place in PPC just remember this every time you think of what benefits to list in your description.

Yes, your description must be catchy and intriguing but don't cross the line. Follow the "Goldilocks" principle and keep it neither too sensational, nor too plain because both don't work.

Very often even if you want to make yourself a laughing stock you won't have the chance because Google editors will slap you. If you use vulgar, racially discriminating, and other no-no words your ad copy will hardly get approved by Google, so don't try to be funny and attractive by using too much slang, for example.

4. Make the Ad Relevant to Your Audience and Your Landing Page

It's a great idea to include your keywords in your title and description not only because this will likely bring you more clicks but also because your keywords (if they are correctly chosen, of course), make the title and description more attractive. However, there is a huge difference between attractive in general and attractive to your target audience.

If we continue the organic skincare example, and our target audience is 20-25 year old females, don't include that the product will make their skin look young their skin is young anyway. Mention that the skin gets young, if you are targeting middle aged women or older because for them this is relevant.

Similarly, if your landing page is irrelevant to your ad, no conversions will occur. For instance, for 20-25 year old females, if you show ageless women who might look pretty but everybody knows they are much older than 20-25, this is irrelevant and any young lady will back off because you are sending the message these cosmetic products are not for her.

5. Use Dynamic Keyword Insertion

Now, this is a feature that can be dangerous to a beginner but since it is so useful and sooner or later you will hopefully grow past the beginner stage, let's describe it here.

Basically, dynamic keyword insertion allows to use keyword placeholders in your ad that are dynamically filled with the keyword the user has searched for. This allows to match user's search needs and saves you the hassle to create thousands of separate ad versions that might never get clicked.

Dynamic keyword insertion guarantees that the user will always see their keyword in your ad and this makes it great. However, this could also dramatically increase the number of clicks that don't convert, so you need to be really careful. If you are brave enough, here is the basic syntax to include in your ad:

{Keyword: Your Keyword}

More information about how to use dynamic keyword insertion can be found here.

6. Create Several Versions and Test

As we'll mention dozens of times throughout this tutorial, you need to test, test, test. Create multiple versions of the same ad, use the same title but a different description or the same description but a different title. Try different benefits/offers and closely monitor what converts best. Pick the winners and dump the rest!

7. Tips for Banners and Videos

Ad copy is only one of the tools you can use. Banners and videos are two other tools at your disposal and very often they will be the more adequate way to reach your target audience. This applies particularly to products/services that are easy to be visualized (i.e. cosmetics, furniture, gadgets, etc.) but you can use banners and videos for almost any type of product/service. That said, for banners and videos there are also rules to follow:

Use Only Quality Banners/Videos

This probably sounds obvious but since it's not uncommon to see banners and videos with poor quality, it needs to be stated. Don't use blurry, improperly light, etc, videos because even if they get approved by Google, they can only damage your reputation.

State Benefits

Similarly to the ad copy rules, you will be more successful, if you state benefits. You can do it with bulleted lists next to the product image. What's good is that in a banner/video you have more space to list benefits than the 35+35 characters in a text ad but this certainly doesn't mean to include anything you can think of. Be concise and include only important features.

Don't Clutter the Banner/Video

Again, the fact that you have a lot of space in your video/banner canvas doesn't mean you need to fill it all. Keep it simple this works best. When you add distractions/unnecessary stuff, this will not only drop your CTR but will most likely attract the wrong clickers.

Create Several Versions and Test

Let's repeat it once again: as with ad copy, create several versions and test. Sometimes huge differences in CTR and conversions can come from minor factors, such as the colors used (i.e. same images, same text, only different colors), so take the time to test different versions till you find the one(s) that perform the best.

<< Adwords Keyword Research Adwords Conversion Tracking>>
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