Internet Marketing – Refining Ad Text

An important part of your Internet marketing campaign is the optimisation of your Adwords account. Once you are happy with your account structure and keyword list, the next step is to optimise your ad text. You need to offer something different from your competitors, something which makes you stand out above the rest.

Writing Adverts should be an ongoing process where you test different strategies in a split test format. Split testing involves creating 2 or more adverts and pitting them against each other, Google will automatically 'pick' the advert with the better CTR (click through rate). The poorer performing advert can then be removed and replaced with another advert utilising a different strategy, possibly advertising a different product or service. This process is then repeated 'X' amount of times until a strategy is found that works for you!

Refining your Ad Text can prove the difference in gaining a higher CTR therefore increasing your ROI (Return on Investment), please find below some tips:

• Be Descriptive – Clearly state what you are selling, your ad text can be used to describe features or special offers that make your product unique. Gathering this information requires careful assessment of your industry. Place emphasis on unique products, or offers such as "10% off" or "Free Delivery"
• Use Proper Punctuation, Grammar and Capitalisation – Sounds simple enough, but many advertisers fall over at the first hurdle. Adwords policy will let you capitalise the first letter of every word in your description, this helps bring more attention to the message you are trying to bring across. You are also allowed one exclamation point so use it, and get your point across!
• Increase Relevancy – If your product or service has a geographical element use this location within the Ad Text, this provides a more personal approach to users, which leads to a higher CTR.
• Define a clear 'call to action' phrase – A call to action phrase provides guidance to users, as to what they must do when they reach your site, using appropriate call to action phrases can help maximize your return on investment. The phrase should reflect what you consider to be a conversion on your site, for example 'sign up here', 'buy now', 'contact us now' could be used.

Need more help? Contact one of our dedicated PPC team members, who will analyze your account performance.

Regards

Paul Spreadbury
SEO Programmer