Text Ads Deliver What You Pay For
Posted on 11 Aug 2004
by troy janisch (ideahamster)
Rated 3.49 (Ratings: 2)
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Be an ExpertPeople use a search engine to learn about products and services. Use text ads to promote an informative article and product guide on your site. From a branding perspective, this can position your company as an "approachable expert" in the mind of site visitors.
Be ActiveReplace self-descriptive phrases like "We are Experts" with active phrases that describe the benefits of your expertise such as "Increase your Profits." This provides incentive to click through. Ads are more memorable when they present benefits.
Use Hot ButtonsHot buttons are emotional triggers related to the keywords associated with an ad. People value emotional rewards. Incorporate words that exemplify the benefit of your product or service. A "problem solver" is more relevant (and memorable) than an "expert."
Think "Ads" not "Ad"Create multiple ads within a campaign. In each use a variety of keywords, hot buttons, active verbs, and click-thru offers. This allows you to target each ad within a specific context where it can remain effective. When using multiple ads within a Google ad group, ads that have higher click-thru rates will be favored over ads with lower click-thru percentages. To boost the rotation of ads, you can define separate groups for related ads.
Watch and LearnProactively monitor your keywords. Identify your highest performing keywords. Evaluate when keyword performance increases or declines. Google AdWords and Overture both offer free ROI tracking tools. In addition to monitoring click-thru ratios, monitor the number of impressions provided by the search engine.
When you create text ads consider whether you've addressed the underlying needs of search engine visitors. If you understand the reason they buy a product or service, you can use your findings to create an ad that is relevant and memorable -- which means they'll click if they need your service now, or remember your company when they need its products in the future.