Tips and Tactics for your AdWords Ad Text
Now, either I have been really lazy or really busy — no posts since November 11th? Terrible! Especially when my blogtastic business partner Adam Henige has been posting like crazy. Oh well. Things have been busy at Netvantage, we have several new Pay Per Click campaigns starting this week. Two of the campaigns are in very different sectors - one is for higher end, consumer based, luxury goods, and very seasonal - wine gift baskets. The other is manufacturing based, business to business focused, and is very widgety, for lack of a better term - plastic molding.
There are the obvious advertising thought processes that needs to go into developing and launching this campaign: audience targeting, audience personas and associated keyword selection, product mix, landing pages, bid amounts, you know the usual. However, despite the massive differences in the two campaigns, there are some definite similarities. And one of those is in the make up of the ad text.
As you consider your search marketing campaigns, an often overlooked component is ad text. I spoke of it at the Google 101 event in October, and it is important. Ad text in structured for your target audiences for your search results pages is tricky. All engines, Google included, have character limits on each of the lines for headlines, ad text, and display URLs. Some basics:
Use keywords within ad text. And to do this, create ad groups with a low number of keyphrases. As I covered in my horrible stab at Halloween humor in the attack of the Adblob, large ad groups in your campaigns do not lend themselves to well written ads. So that is tip number one, and the most important for running good foundational campaigns, not use writing good ads. Use small ad groups to give yourself the opporutnity to write ads that incorporate your keywords. Remember, as keywords appear in your ad text, they will be highlighted and provide visual incentives to click.
Display URLs An interesting tactic that we are seeing that has positive impacts on click through rate is the use of effective display URLs. Keep in mind that you must use the domain name for your website. However, in the display URL /, you can leverage your keywords to display in your ad text. For example, www.netvantagemarketing.com/seo. But, keep it in mind that you’ll have to keep it within the character limits, and if you have a long URL, this may not be an option.
That’s all for now, more tips to come this week! ( I promise, not January 11th,)
