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SEARCH ENGINE TRICKS

Top 12 Tips To Writing Effective Google AdWords Select Ads
By: Developer Shed
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    2003-08-09

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    Top 12 Tips To Writing Effective Google AdWords Select Ads

    In this article I show you my top twelve tips for creating effective Google AdWords Select ads.

    I've been testing the Google pay per click advertising system for a while, with much success. These tips will help you create ads that generate higher click through rates, and lower cost per click.

    1. Target The Right Audience

    Target the right audience by selecting the language and countries that you want to target. For example, I exclude all countries where English is not understood by a large percentage of the population.

    2. Refine Your Keywords

    Use square brackets "[...]" around your keyword/s.

    For example:

    [google]
    [google adwords]

    Your ad will only show when the search is for the exact keyword phrase you have included within the brackets.

    The ad will not show for searches that include other keywords. In our example, this would be for searches such as "google search," or "google news."

    3. Test Multiple Ads Simultaneously

    Always test 2 (or more) ads simultaneously. This is what is known in the print industry as an A/B split test.

    Find out which one produces the higher click through ratio. Then replace the weaker performing ad with a new one.

    Continue this process in your never-ending quest to get the highest click through ratio possible.

    4. Track The Return-On-Investment Of Each Ad

    Google tracks the click through ratio of each ad. But it doesn't track the conversion ratio.

    Use a special tracking link in each ad to track its conversion ratio. For example, you could attach each ad with an affiliate tracking system link. Make sure each ad produces a return-on-investment.

    5. Include Targeted Keywords In Your Ad

    Include the targeted keywords in the headline and the description of the ad. Google will highlight searched keywords in bold in the ad.

    When people scan search results, they look for the keywords they have entered. Searched keywords highlighted in bold certainly help to catch the user's attention. For this reason, ads with searched keywords usually perform better than ones without.

    6. Sell The Benefits

    Spell out one or more major benefit in your ad. For example, make more money, stay younger looking, lose weight, get healthier, live happier, etc.

    7. Include Attention Grabbing Words In Your Ad

    Start your headline with an attention grabbing word. For example, "Free:, New:, Sale:, etc." Make sure you stay within Google's editorial guidelines.

    8. Use Words That Provoke Emotion & Enthusiasm

    Use power words or call-to-action phrases that provoke emotion, enthusiasm and a response.

    Here are some examples of power words:

    free, cheap, sale, special offer, time limited offer, tricks, you, tips, enhance, discover, fact, learn, at last, free shipping, etc.

    Here are some examples of call-to-action phrases:

    * Buy Today - Save 50%
    * Download Free Trial Now
    * Sale Ends Tomorrow

    Make sure the phrase specific to your business, otherwise Google may reject the phrase.

    9. Sell Your USP (Unique Selling Proposition)

    What makes your product or service better, or different, from the competition? Spell them out in your ad.

    For example, one of Amazon.com's first taglines was "Earth's Biggest Bookstore." That's a powerful USP!

    10. Link To Relevant Landing Pages

    If an ad is for a specific product or service, create a landing page for the ad. Include relevant and useful information to convert the customer. Generally, a well designed landing page will almost always convert more visitors than if you simply sent the visitor to the home page.

    11. Remove Common Words

    Remove common words, such as "a, an, in, on, it, of, etc." Remove every word that does not absolutely need to be in the ad. Make every word count.

    12. Deter Freebie Hunters

    Deter freebie hunters by including the price of the product or service at the end of the ad. This will improve your overall conversion ratio and lower your average customer acquisition cost.

    This may reduce your click through ratio, but that's OK. After all, you're not trying to target every body, only potential customers. In most cases, freebie hunters will never become paying customers.

    Conclusion

    Remember that advertising is a never-ending series of tests. Always track your ads. Never stop testing different keywords and ads to improve your conversion ratio and lower your customer acquisition cost.

    Advertising in Google's AdWords Select advertising system works. It may not necessarily produce as many visitors as Overture, but the click through cost can be lower.

    Master the art of advertising in Google, and you could outsmart the competitor who's always outbidding you in Overture. ;o)

    About The Author

    Michael Wong is a successful and respected search engine optimization specialist, and author of several search engine optimization books. Mike is also the Editor of Mike's Marketing Tools, the leading review site for the very best web marketing tools.


    Use Stickysauce Search Engine Tools

    DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware.

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