Taking the time to continually improve your pay per click campaigns can make a big difference to your website marketing results. Here are two videos from Google that will help you move you in the right direction to improving your ppc ads, campaigns and overall results.
source: Inside Adwords
How To Optimise & Improve Your Google Ads
source: Google Adwords Help
A Summary of How To Improve Your Google Adwords
- Be specific and enticing with your ads. Include what sets you apart, unique features or promotions and emotional triggers.
- Include prices of goods and services. This can eliminate wasted clicks by people not willing to pay that price and also qualify them further as a buyer.
- Use a call-to-action. Tell your potential customer what to do next, eg; Buy, Purchase, Call today, Order, Browse, Sign up, and Get a quote are all good examples of an effective call to action.
- Keywords in ad titles is a must. If you can, try and include them in the 2nd 3rd lines and the display url of the ad.
- Landing pages are not always your home page! If you’re selling green rocks and your ad is for green rocks, point your ad to land on the page that sells green rocks!
- Split test and then quad test your ads. When starting a new campaign, always have two ads running to see which one is performing better for your customer and product. After a sufficient testing period, drop your worst performing ad and move to quad testing. More on quad testing coming soon.
Related posts:
{ 3 comments… read them below or add one }
Interested in the purpose of “quad testing”. Would running 4 ads at one time have any value or benefit?
Thanks for the advice, like Greg I am interested in the quad testing and also how to get keywords into the display url. I thought Google changed the guidelines so your display url has to match your landing page url? Can you please explain a little more?
Cheers
Kash
Hi Greg & Kash
For more information on quad testing you will have to drop back to the blog soon and read the post. We promise it will be worth your time!
In regards to adding keywords to the URL you are right, Google did change the guidelines so your display URL and landing URL need to be matching. However, you can still add keywords as an extension to the URL. For example, if your site and landing page URL is bluewidgets.com and the keyword you are bidding on is “discounted blue widgets” you could have your display URL be:
BlueWidgets.com/Discounted
By adding the / and a keyword or emotional trigger word you can really up your CTR. Give it a try and let me know how you go with it.
Thanks for the question and reading our blog.
Bradley