Google Ad Copy that “Clicks”
Google Adwords are popular among many people just starting home businesses. Even many home biz veterans still use Adwords to promote their own products or supplement their income via affiliate marketing. While there is a learning curve associated with the Adwords process, it’s really not difficult to get the hang of it.
In fact, Google makes getting started so easy that actually writing the short advertisements often gets overlooked. Thankfully, there are quite a few resources that Google offers to determine whether your ad is receiving “click throughs,” how often it is showing, and what number of people are seeing the ad.
In light of all that, the question is still often asked, “what can I do to get better click through rates (CTR’s)? The answer can be quite simple, if not always easy or obvious. One of my favorite techniques is to make sure that you write new ads every week. First, though, some terminology. Let’s say you are promoting dog products. Your `campaign’ may be call “dog products.” Within that campaign, you have three `ad groups’ called Labradors, Poodles, and Pit Bulls. Within the Labrador ad group you may have three different 2 line `ads’ running to market several different aspects of that ad group. So, we’ve got `campaigns,’ `ad groups,’ and `ads.’ Any questions so far? Good.
Back to my tip of the week. For each ad group each week, write a new ad. For this technique, use the same (or roughly the same) wording for each ad, but just change the title. The new title should reflect your most popular (then second most popular, etc.) keyword within that ad group. So maybe your first ad looks like this:
Labradors
We have the neatest Labrador
stuff in the world. Come see it.
www.lablocker.com
After a week of running that ad group, you find that the keyword `Labs’ is getting a 6% CTR. As a result, your new ad might look like this:
Labs
We have the neatest stuff for
Labs in the world. Come see it.
www.lablocker.com
Notice how the new title reflects the most popular keyword for the week. The body of the ad changed slightly so that I could list that popular keyword `Labs’ twice. Otherwise, the rest of the ad is the same. The benefit to this is Internet Marketing’s version of the Scientific Method. In other words, you change just one aspect of the ad each week so as to isolate and determine the impact of the change more effectively.
As an aside, when you write these new ads, you don’t have to erase the old ad, just write a second (or third, or fourth, etc.) ad for that one ad group. Google will cycle through the ads and eventually you’ll have enough traffic data to determine what’s working and what’s really working.
So, when you are looking at your Google Adwords campaigns and can’t get excited about that 0.4% CTR, don’t get frustrated and give up. Try writing a slightly different ad and I’ll bet you find your CTR slowly climbing into the stratosphere.
Be good to yourself and never underestimate the power associated with the intensity of your passion.
Guest Columnist Scott Foreman is the co-owner of www.build-passive-income.com
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