Writing better Ads for Google Adwords
February 17, 2007 – 9:05 pm | by nandakbWhy Click is so important to Google advertiser?
If you are advertising through Google Adwords or Yahoo sponsored Search, you know how hard to generate the click from searcher. Writing high appeal ad not only increases web site traffic, it also reduces the search engine advertisement cost. Google elevates the best clicking ads to top position among other low clicking ads. This will generate more money to Google and more clicks to advertiser. Marketers will not be charged for this top positioning even though they are bidding less than the competitor.
Also, Google will disable the bad performing ads, which generate less than 2% CTR. The Click through Ratio (CTR) is calculated based on how many times your ad has been displayed (called impression) and number of times it received click from customer.
For example, your ad has been displayed for 2000 (impression) and received 2 click.
The CTR is 1% ([2/2000] * 100). Even though the conversion ratio of your ad might be promising but if it doesn’t meet minimum 2% of CTR then Google will simply disable without any warning. Yahoo also does the same on its Sponsored search listing.
So it is very important to keep an eye on your higher conversion ads to prevent being victimized by lower CTR.
Writing better ad that generate more clicks!
Unlike other advertisement formats such as Banner, Email marketing, pop-up ads, you can not use any graphics, colors, font styles or nudging flashy movies. The only medium to impress the searcher is Text. Indeed, that’s what the searchers are looking for. Writing text only ads might be restricting but in reality it saves lot of time for the advertisers. The advertiser doesn’t need to worry about impressive color combinations, choosing correct images or audios etc. That way! Search engine’s text only ads help advertisers to focus on core value of advertisement, customer appeal.
Personalized ads have more appealing power and conversion rate. Such ads will give impression to the searchers (customer), that specific ad has been published only for him. By visiting the recommended page or site through click, he can resolve his problem or can fulfill his seeking.
So the search engine placement (Adwords) ad should a have words or phrase that will imply all of those qualities above. It must be very simple and not technical.
Should standout from others ads as well as the organic search results recommended by Search Engines.
For example,
Typing the broad keyword “search Engine advertisement” on Google
(Feb 17 2007), brought me following paid listings
|
Ad1 |
Yahoo! Search Marketing
|
|
Ad2 |
Search Engine Advertising |
|
Ad3 |
Search Engine Advertising |
Which one is the best ad?
The most appealing Ad
Start from searcher motivation. What is the motivation behind of my search “Search Engine Advertisement”?
I want to know more about it?
Or looking for a best way to do it?
Or wanting to know who can do it?
Or want to know who is doing it?
Or looking where to do it?
Or seeking the best one to do it?
From the above paid listing, I preferred to click the ad “Yahoo! Search Marketing”.
1. Because it associates with well known brand name “Yahoo” so I can trust and expect the better quality.
2. Ad is connecting with my perceived knowledge about “Search engine advertisement”
keyword through “cost-per-click“. So it is informative.
3. It induces me an offer worth of $50 credit.
4. Calling me to give a try means I can walkaway if I don’t like it.
5. It has the convincing appeal, that site is dedicated to only for search marketing by displaying “searchmarketing.yahoo.com”
So this Yahoo search marketing ad has more appealing qualities.
• Endorsement by known brand Yahoo.
• Free Credit of $50 value proposition
• Calling for my action with trial with no string attachment.
• Also promising it will be more informative and fulfilling for my knowledge seeking.
• Also has special wording “cost-per-click” which increase my perceived knowledge about internet advertisement.
The keyword “Search Engine Advertisement” not very specific about buying anything rather it is more cognitive oriented looking for information. The ad3 and ad2 are very generic, looking for a buyer and are not interested in educating or informative. Not asking the searcher to interact with them either. Ad3 has unverified claim as “Industry leader” also asking visitor to spend $29.9