If you are using Google AdWords for promotion of your projects and resources - this article is for you! I will tell you how to make maximum profit of funds you invest in AdWords companies. This article is unique, because it is based on my own experience in building successful AdWords ad sets. It has amazingly increased CTR of my ads and decreased expenses. If you are a business nick, who value time and money, who understands that productivity of each ad can be decisive for the whole business – this 12 tips are for you and nobody else.
1. Choose right auditory.
To receive right targeting, choose language and countries, which surfers are interesting for your business. For instance, I have excluded all countries, where English-speaking population is less than 70%. This step is very important, because Google surely doesn’t knows whether the surfer understands your ad or not – but the ad is shown and your money are spent. The second reason to do so is actual need of certain products or services in certain areas. Learn the market. For instance if you advertise some products of Canadian origin – you should exclude Canada from countries list, because the product is definitely cheaper in Canada (shipping expenses are excluded), so surfers will prefer local stores.
2. Choose keywords carefully.
Use square brackets on both sides of a keyword “[…]”.
For instance: [car] [car rental]
Your ads will be displayed if the search term will exactly match the search term specified in brackets only. The ad will not be shown for other search terms. For instance your ad will not be shown if surfer will search for “car pictures” or “toy cars”. Otherwise your ads will be shown at any search terms including “car”. You don’t want to show your car rental ad for “toy cars” search term, aren’t you?
3. Test many ads at the same time.
Always test 2 (or more) ads at the same time. This trick is called “A/B selective test” in printing industry.
Continue with this process until the maximum possible CTR is achieved.
4. Keep you eye on efficiency and investments improve of each ad.
Google is watching ratio of each ad. But it doesn’t watch conversion ratio. To watch coversion ratio use special test-links. For instance, attach affiliate link to each ad. Make sure that ad improves investments.
5. Include target keywords in ads.
Include target keywords in the title or description of your ad. Google will highlight surfers’ search terms in your ad with bold font.
When people watch search results, they are looking for keywords they have typed. Found keywords are highlighted with bold font. This feature definitely helps to attract surfer’s attention to your ad. That is why ads with target keywords and keyword phrases are much more efficient than others.
6. Sell profit.
Allocate one or more profits in your ads, which surfer will receive. For instance, “earn more money”, “how to look young”, “burn fat”, “become healthier”, “live happier” and so on.
7. Include words, that attract attention.
Start your title with a word that attracts attention. For instance “Free”, “New”, “Wholesale”, “Limited offer” and so on. But always keep your ads in consent with Google editorial guidelines.
8. Use words that evoke emotions and enthusiasm.
Use powerful words prompting to the action of sentence, which evoke emotions, enthusiasm and response. Here are some examples of powerful words: free, cheap, wholesale, special offer, tips, tricks, improve, open (for yourself), learn, finally, free shipping, etc.
Here are some examples of phrases, which evoke action:
Buy now – save 50%
Download free trial right now
Wholesale ends tomorrow
Use only those phrases, which really fit your business, otherwise Google can reject the ad.
9. Sell UTOs (Unique Trade Offer(s))
What makes your product or service unique, better than your opponents’ ones? Underline this in your ad text! For instance one of the first descriptions of Amazon.com was “The worlds largest book store” – this IS the powerful UTO.
10. Insert links to relevant entry pages.
If you promote specific product or service – male special page on your site, to drive surfers coming from ad to. Your goal is to transform a surfer into a buyer – include interesting, relevant, unique information in this page. Usually, well-done, shapely-made entry page is a 90% purchase guarantee. This conversion value falls down to 30% if you send surfers to the main page of your site, because sometimes it is hard to find the product they are looking for, especially on sites with throng of links, multitude of flashing banners and large images.
11. Exclude common words from your ad.
Exclude common words, such as “in”, “on”, “for” and so on from your ad. Delete each unnecessary word. This includes visible relevancy of your ad.
12. Scare off the “freebies-hunters”.
Scare off those surfers, who hunt for freebies and free stuff, having included price into description of your ad. This will increase ratio of conversion and decrease average price for each surfer coming from ads. This will also decrease visible CTR of the ad, but this is the way, how it should be. Your aim is to attract as much buyers as you can – not those, who will just click your add (thus spending your money) and immediately get away.
Conclusion.
Remember that advertisement is an endless chain of experiments. Always watch your advertisement texts ratio. Don’t stop experimenting with various keywords and texts too increase conversion ratio and decrease average price for attracted surfer.
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Filed under: Google AdWords and PPC
