AdWords
4.7K members online now
4.7K members online now
Improve your AdWords performance and boost your ROI, CTR, and Quality Score
Guide Me
star_border
Reply

Branding Campaigns on Search: How do you improve your CTR? - Day 2

Rising Star
# 1
Rising Star

Hi All,

 

Here is the 2nd part on my tips on 'How to improve your CTR for Branding Campaigns on Search'. I would really appreciate it if everyone would jump in and share their thoughts on the topic and add to the points listed here.

 

4) Ad Copies

 

Ad Copies are one of the most important aspects of your campaign structure. It does not matter how well you structure your account or how attractive your products or offers are, if your ad copy is not up to the mark, you won’t see results in your campaign.

 

To ensure an ad copy is the best that it can be, marketers should put themselves in their TG’s shoes and understand their mind set when it comes their search behaviour. By understanding the psyche of your TG, you can create custom tailored ad copies for your themes and serve your customers even better thus leading to a very healthy CTR for your campaigns.

 

Other best practices for creating ad copies include:

 

  • Your ad copy should address the users problems and should ideally be able to solve/answer their queries
  • Highlight what sets you apart from your competition. Give your customers a good reason to click on your ads, in short, entice them using apt messaging
  • Be as creative as possible with your messaging. A creative ad copy goes a long way in convincing your TG in to clicking on your ad
  • Always conduct a competitor analysis to understand what your competitors are offering. Taking your learnings from them, you should look to improve on your ad copies to try and win over their customers
  • Try and include keywords from your adgroup to maintain relevance. Apart from this, when your ad is served, the keyword in your ad copy is highlighted in bold on the SERP, thus adding to your visibility which can also add to your CTR
  • And finally, no ad copy is complete without the use of a good Call to Action (CTA). Asking users to take action in your ad copies helps them understand what is expected of them when they land on your page. CTA’s like Purchase, Call, Order, Browse and Sign Up tell the user exactly what is expected of them and entices them in to clicking on your ad copy

5) Dynamic Keyword Insertion (DKI)

 

If you have a well targeted campaign with appropriate ad copies, you should look in to the possibility of using DKI. DKI will essentially allow you to insert the exact keyword that triggered the ad in the ad text (which adds to your relevance as the user is served with an ad text which has content very closely related to his queries) plus the fact that the same DKI keyword is served in bold in your ad copy thus making your ad even more alluring for the user.

 

For people who are unfamiliar with the topic, the syntax for DKI is as follows:

{Keyword: Shoes}

 

You can use this syntax in your headline or even your description lines, if you can manage to maintain you’re messaging in the ad.

 

Suppose if you were selling shoes and you used the above syntax in your ad copy. If you had more keywords in your adgroup like ‘funky shoes’ or ‘custom shoes’, etc. DKI would try and replace these keywords in your ad copy (when they trigger your ad) whenever possible and serve it to the user. So your ad could look like:

 

Table.png

 

To give some more clarity here, DKI will only be able to replace the triggered keyword in your ad text if the keyword does not exceed the character limit of 25 characters. If your keyword is longer than 25 chars, it will use the default keyword (which in this case is ‘shoes’) in the ad copy.

 

6) Ad Extensions

 

Ad extensions are a type of feature that allow us advertisers to add more relevant and useful content to our ad copies. Ad Extensions add more value to your ad messaging at no additional cost.

 

For your extensions to show up with your ads, they need to rank at the top of the page. One of the biggest advantage of using ad extensions is that, when your ads are served, they take up more real estate (space) on the SERP, thereby sometimes knocking out the competition on the SERP. Apart from this, ad extensions have also been known to boost your CTR greatly.

 

Some of the most effective ad extensions in my experience are: Sitelinks, Call, Review, Call out & Social Annotations.

 

For more on ad extensions, give this article a read: https://www.en.adwords-community.com/t5/User-Articles/Use-Ad-Extensions-to-extend-your-ads-and-share...

 

As always, would love to hear everyone's opinion here. Do post your comments here.

 

Here is the link to my 1st Post on the topic:

Branding Campaigns on Search: How do you improve your CTR? - Day 1

 

Hope this helps!

 

Cheers!

 

Shashank

Cheers,
Shashank Singh, AdWords Rising Star |
Did you find any helpful responses or answers to your query? If yes, please hit "Like" or "Accept as Solution"
2 Expert replyverified_user

Re: Branding Campaigns on Search: How do you improve your CTR? - Day 2

Community Manager
# 2
Community Manager
Thank you for posting this.
Marked as Best Answer.
Solution
Accepted by topic author ShashankSingh
September 2015

Re: Branding Campaigns on Search: How do you improve your CTR? - Day 2

[ Edited ]
Top Contributor
# 3
Top Contributor

Hi Shashank,

DKI is also used to make the headlines longer. Means DKI does not only replace of 25 words keywords but it also replace the keywords more than 25 Characters.

Here is the link for reference:-
https://www.en.adwords-community.com/t5/Performance-Optimization/is-it-good-to-use-keyword-insertion...

--Rakesh Kumar, AdWords Top Contributor , Twitter | Linkedin | Community Profile
Did you find any helpful responses or answers to your query ? If yes, please mark it as the ‘Best Answer’

Re: Branding Campaigns on Search: How do you improve your CTR? - Day 2

Rising Star
# 4
Rising Star
Thanks Rakesh for the great addition here.

Apologies for missing that one in the article. I tested this myself and have seen it work.

Cheers!

Shashank
Cheers,
Shashank Singh, AdWords Rising Star |
Did you find any helpful responses or answers to your query? If yes, please hit "Like" or "Accept as Solution"