Study your Competition First...Before writing your first ad, take time to study your competition using a selection of core keywords and phrases.This is particularly important if you're thinking of using Google's Keyword Insertion feature. This is becoming increasingly popular and can be counter-productive; making your headline look identical to the competition. All for One and One for All...Achieving a good Quality Score, and providing visitors with a rewarding experience, means treating your keywords, ads and landing page as a single unit.Ensure your most popular keywords appear in your ad's headline and copy. If you cannot accommodate core keywords in your ads, segment your ad groups further. Make sure core keywords follow-through to your meta data and landing page copy. Try to write ad copy that flows naturally and qualifies visitors to your site. If you sell software for Microsoft |
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Outlook, for example, a headline such as "Using Microsoft Outlook?" will help avoid Apple users, who might find your product of interest, but are unlikely to become customers. Simplicity Sells Harder...Capitalise letters and words in your ad copy for emphasis (not all the time). Capitalising the first letter of every word in your copy actually makes reading more difficult.Be honest and don't use words like "free" unless you're really giving something away for free within 3 clicks of your landing page. Understand what Matters...According to research undertaken by Google in 2005, the headline of your ad represents 40% of its impact. The first line of copy accounts for 30%, the second line 20% and the Display URL 10%.AdWords' power comes from the ability it gives you to intercept prospects at the exact moment they're looking for what you sell. The basic PPC ad format is simple, and works best with a single clear message and a strong call to action. |