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30 AdWords Tips in 30 Days - Day #2 - Write Relevant Ad Copy

Today, we're going to continue our series on 30 AdWords Tips in 30 Days with something basic, yet often overlooked - writing Relevant Ad Copy.

 

Tip #2 - Write Relevant, Unique Ad Copy that Closely Relates to the Keywords You're Bidding On

 

Ad Copy should always relate to your Keywords, and to the intent of searchers.  Too often, advertisers do not spend enough time writing Ad Copy that is uniquely relevant to all the Keywords they're bidding on.  Ad Copy can never be viewed as one size fits all - yes it does take extra effort, but advertisers should invest time into making Ad Copy be three things:

     1.  Specific to the Keywords they're bidding on

     2.  Specific to the searchers' queries

-and-

     3.  Accurately describes the content of their Brand/website

 

While Google does provide some tips for writing great Ad Copy, I've reiterated, and listed a few others below:

 

  • Use Keywords in Title
  • Use Keywords in Lines 1 & 2
  • Insert a call to action
  • Insert an offer/promotional messaging (if applicable)
  • State your competitive advantage
  • Speak & appeal to your target audience
  • Let searchers know what they can expect to find at your site
  • Create a sense of urgency (if applicable)
  • Answer searchers' questions

 

Why Ad Copy is Important

 

Ad Copy is important for two main reasons - 

 

1.  Ad Copy is the link between searchers' queries and your website.  Writing relevant, unique Ad Copy that relates to the intent of searchers, will help you attract qualified customers who could convert on your website.

 

2.  Quality Score - CTR is the biggest component of your Quality Score.  Having Ad Copy that relates to the intent of the searcher will typically lead to strong CTRs.  Strong CTRs should help your Ads positively impact your Quality Scores.

about Brian Valentini

Chicago-based husband and father who likes sports, traveling, and laughing. Excited about the field of Digital Marketing, especially Paid Search. Work-life = Vice President/Director of Search Marketing at DigitasLBi, a global digital marketing and technology agency.

Comments
文峥 包
December 2016

Smiley LOL very good and useful for me,tks a lot

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