Thousands of people write Adwords ads, but only a relative handful understand that a well written, compelling ad is essential to successfully advertise with Google.Searching the internet and advertising online came together with a profound but simple discovery:since search engines can provide a person with relevant search results virtually instantaneously upon entry of a few keywords, search engine advertising could use that same keyword technique to instantly identify relevant marketers to the searching consumer.
A compelling Adwords Ad has these characteristics:
Conveys to a person searching the Net (the question) that the marketer has relevant info (the answer)
Acts as a bridge between the search query (the question) and the marketer’s landing page (the answer)
Reflects both the keywords in the marketer’s Adword Ad account and the search query of the consumer
Uses highly relevant, highly targeted keywords having good Commercial Intent (CI)
Incorporates a highly targeted keyword into the ad copy (preferably in the headline)
Displays both the features and benefits (they’re different) of the product or service
Identifies with and connects to the consumer in understandable language (no jargon)
Directs a consumer to take action (a call to action)
Touches an emotional core
Let’s look at a real life example.A potential consumer enters this search:buy plasma hd tv.Here are four actual ads that recently appeared when we ran that search.Which is the most compelling and more likely to get the click to the marketer’s landing page?
The last ad is clearly the best of the bunch.Indeed, it’s what one would expect from a Google Adwords professional or somebody (you and I) who understands how to successfully advertise on Google because:
1.The same keyword---buy plasma hd tv--- used in the search appears in the Adword ad
2.The keyword appears in the headline (remember: five times more people read the Google Adword headline, rather than the description, first)
3.The ad highlights a great feature: large selection of products
4.There’s a clear “call to action” and benefit to the consumer: buy. . .on Sale!
GOOGLE BONUS TIP: When your headline keyword matches the search query, Google highlights your headline by putting the keyword in bold. Look at the four ads above and see for yourself!
Advertise On Google: Pay Less CPC By Improving Quality Score
Writing relevant compelling ads for your Google Adwords campaign not only improves your Click Thru Rate (CTR) with consumers but can also reduce your Cost Per Click (CPC) advertising by improving your Google Quality Score.
Never heard of Quality Score?You’re not alone.Most marketers haven’t.Here’s how Google describes it:
Important Tip:typically, the higher your Quality Score, the lower your costs and the better your ad position.
Throughout this site, we emphasize the importance of researching and using highly targeted, highly relevant keywords in your ads and, if possible, placing them in the headline.If you’re not familiar with keyword research, go to our “Keyword Research Tools” page and we’ll show you free, easy to use, essential tools.
At the risk of sounding like a broken record, understand that researching and implementing highly relevant keywords into your Adwords campaign is essential if you want to maximize your chances for success when you advertise on Google.This is because your Google Quality Score is determined by how “relevant your keyword is to your ad text and to a user's search query.”
As your Click Thru Rate increases, you’ll get more visits to your landing page AND reduce your Cost Per Click advertising expenses because Google rewards compelling, highly relevant ads with higher search placement and lower costs.Wouldn’t you like to get more clicks for your Adwords Ads on the same daily budget?
