I personally manage a number of client accounts for Adwords and as you can imagine I try out an awful lot of tweaks to Keywords, Ad Copy, Landing Pages and Bids in an effort to give clients absolute maximum ROI.
The actual Ad Copy you use can make or break your CTR (Click Through rate). Why is CTR important? Google place a lot of weight on CTR to determine a keywords quality score (1 – 10) – the higher your keyword quality score the better your Ad will perform on cost and position in the sponsored results.
1> Capitilise the first letter of each line on your Ad.
Google have done research themsleves and proved it can improve CTR (Click through rate)
2> Make use of the Display URL.
Squeeze in your main keyword again. Users are scanning multiple Ads, if yours looks more targeted at what they are searching they are more likely to click.
3> Include a Telephone number!
Why wait for potential clients to click? If you can give them a way to contact you instantly then do so, make life simple for your potential customers whenever possible. So how does that improve CTR you ask? By adding a number you are also immediately telling people you are easy to get in touch with and this can give increased confidence to someone looking for your services who wants to view your Website.
4> Try using Automatic Keyword Insertion in your Ads.
Making Ads more relevant to a users search query is key to getting noticed. One of the more advanced techniques with Adwords is the ability to automatically insert the exact search phrase used into your Ad. Simply use {keyword:default text} where you want the keyword to appear, if the searh phrase is too long Adwords will simply serve your default Ad text instead.
5> Use site links.
Google have a relatively new feature that has appeared in the natrual search results for a while. The Sitelinks option can now also be applied to Google Ads and can be edited by clicking the Ad Extensions Tab then select the View dropdown and ensure Sitelinks Extensions is selected. You can now add a number of direct links into other pages of interest on your site giving searchers more options on your Ad will help increase click throughs.
Any questions as always feel free to post comments below.
It could just be me but i find it odd that Google would allow you to input a phone number in the ad copy, potentially giving you free advertising as more people might call directly instead of clicking on the ad.
Thanks for your comment, quite a few people use the technique and Google have an Ad extension for a phone number as an option.
David,
Thanks for these tips. They will definitely come in handy indeed. I do like #4 as that would definitely make me click quicker if I see an ad with what I just typed in.
@iPodRepublic, it makes sense that they do it; I mean facebook does. Its the same thing with a catchy URL, a customer may just type it in rather than click on your ad.
You’re welcome Kerwin glad you found the tips helpful.
David