8 Tips for Writing a Spectacular AdWords Ad
1. Structure your campaigns in the same way as your website – or your landing pages. In other words, you have your parent pages (campaigns), category pages (ad groups), and landing pages (individual ads). That way, like ads and ad groups live together.
2. Go specific, not broad – hence multiple campaigns/ad groups/ads. You want to address a specific need with each ad and, starting out, you might need to have a wide variety to see what works for you.
3. I like to start by seeing what other people are doing. Search for your keyword and see what the other ads are saying – will yours be able to compete? (Then once you’re done, go back again and double check the ad can still compete.)
4. Start with your keyword analysis and after bidding on your keywords, reiterate them in your ad. (Double check bid amounts on your keywords with Google’s Keyword Tool.)
5. Hit pain points…many, many pain points.
6. Include a call-to-action or incentive as appropriate. Is it “Buy now!” “Free shipping!” “20% for a limited time”. Think about what would make your audience not only click, but convert.
7. Direct your ad to a killer landing page that gives the searcher exactly what they were expecting (and more!).
8. Give other ads in the same ad group the same feel with a different spin; remember they’re all targeting the same keywords. Use percent served to mold and change the ads depending on what you find.
What did I miss? What other tips can you offer?