How Can I Improve: My Text Ads?
Inspired by a series of articles from PPC Hero (blog that I recommend to follow), I decided to launch a mini series of posts called "How Can I Improve ..." and its purpose is to give advice on how to improve different elements of our campaigns.
A PPC campaign depends on all the elements that comprise it to work well and this includes the moment when we show our ad to the user until the conversion is fulfilled (and sometimes it can even include what happens to the post-conversion visitor ).
There is not really a single answer to be able to answer how to have "the perfect campaign", but there are tips that we can try to try to obtain better results.
So here is a short list of Tips to improve Text Ads:
- Include the keywords in the ad (preferably in the title).
- Includes one or more benefits.
- Use a strong Call to Action.
- Create an appropriate Visible URL.
- Use all your space.
- Test different ads.
Now I am going to go into detail with each of the previous points.
1) Include Keywords: There are several reasons for including an ad group's main keyword in your text ads.
One of them is that Google puts in bold all the words that match the search query that the user made, whether they are organic or paid results, even though that millisecond of attention that we gain thanks to our ad is highlighted can be crucial for the click to occur.
Another very good reason is that users tend to scan the screen for an answer to their search query.
2) Include Benefits: We must ask ourselves why someone should buy from us instead of our competition, our benefits are the possible answers to that question.
Do we give Free Shipping? Are we cheaper than the competition? Do we offer higher quality? Better customer service?
If we have more than one benefit and not all of them enter the ad, it is an excellent opportunity to test the different benefits we offer and see which is the most attractive in terms of CTR and Conversion Rate.
3) Call to Action: This is the action we want our visitors to take on the landing page. It is always good to make known what we expect from our visitor and include it clearly in the message of the ad, we can see this in the form of "Buy Now", "Download Now", "Contact Today", and so on.
What is your goal? To sell? Get contacts? Records? Downloads?
Finding a good call to action can take several tests, so don't be afraid to try several and see which one has the best response from visitors.
4) Visible URL: Unlike the destination URL, the destination URL has a more "marketing" objective, it is very good to use keywords or calls to action to make them stand out above the URLs of our competition.
The Visible URL should be friendly and "speak" to users' search queries.
5) Use all the space: There are cases where this is not possible, but we must take advantage of the available characters as much as possible, if we have problems filling our ads we must ask ourselves if there is any benefit or call to action that we are not using.
6) Test: Constantly testing is the best way to know what type of ads are best suited for our audience. We should always try to have two or more ads for each ad group and analyze which ones are the best and why, then remove the worst ads, write new ads and retest.
What tests do you carry out with your ads? 😉
