Visually clean, relevant ads can make a huge difference to the success of your search campaign. Be sure your ad appears professional, that your text matches your keywords and what you offer, then users will be more likely to click through and visit your site.
Key Points
• Match the tone of your ad to your product’s price point and positioning, and include the top benefits your customers are looking for.
• Direct your ad to unique landing URLs, so that users can easily find your offer.
• If you’re targeting a certain geographic area, be sure to include that location in your ad.
• Make sure titles are between 6 and 25 characters, descriptions 6 to 70 characters, and the display URL is no more than 35 characters.
• Create multiple ads with different messaging, to test multiple ads at once. Tracking tools will show you the better performing ads.
• Consider using dynamic text in your ad to make the ad more relevant to the searcher’s query.
Remember, a click through is only the first step. If the ads do not get the user to convert once they are on your site, you may have wasted your money for that click. Be sure your website is “up to snuf” and you can deliver on your promises.