Write ads that appeal to customers
Your ads are the voice of your products and services. The more relevant and engaging they are to your customers, the more likely they’ll generate results for you.
To quickly gauge your ad performance, you can sort by clickthrough rate or conversion statistics the same way you might with keywords. This way, you can easily see which ads:
- get clicked on most often
- generate the most conversions
- have the best conversion rates
- bring in conversions at the lowest cost
You’ll want your ads to appeal to customers and accurately describe what you have to offer. Answer these questions to see if your ads are sending the right message:
1. Does your ad match your keywords?
Consumers tend to be drawn to ads that seem more relevant to their search. So make sure that your ad text (especially the headline) is closely related to your keywords. This can catch the attention of people who searched for those words, and show that your ad is related to what they want.
It’s important to group your keywords by theme or product, instead of putting all your keywords in the same ad group. This way, you can write an ad that’s directly tailored to that keyword. And the more closely paired your ads and keywords are, the more likely someone will be interested.
For example, if you’re advertising group fitness classes, your ad group might look like this:
2. How many ad variations do you have?
It can be hard to capture everything you want to say about your business in a single text ad. That’s why you’ll want to write different versions of your ad.
It’s a good idea to have 2 to 4 different ads in an ad group. If you have more than one ad in an ad group, they’ll take turns showing. And, by default, AdWords will automatically start showing the better-performing ones.
In each ad, try using different headlines or description text. For example, you could experiment with:
- Trying different headlines or calls-to-action
- Including certain keywords or brands
- Including specific prices or promotions
For example, if you were advertising for your gym, you could try ad variations like these:
3. Are you using a strong call-to-action?
In your ad text, you’ll want to encourage customers to perform the action that you want them to take on your site. A strong, clear call-to-action tells customers what they can expect and nudges them toward your desired action.
The more accurate your call-to-action (that is, the closer it matches your keywords and landing page), the better your chances of a conversion. By choosing the right action phrase, you’ll avoid having to pay for clicks that are less likely to result in business for you.
4. Are you highlighting a special offer or promotion?
If you have something special to offer, make sure your customers see it. For example, you might be offering a 10% summer discount, an instant rebate, or a free gift with purchase. Calling attention to specific prices or promotions can help influence someone’s decision to click on your ad. The more you can set yourself apart from competitors, the more likely you’ll appeal to potential customers.
5. Are you using ad extensions?
One way of attracting more customers to your ad is by using ad extensions—a feature that shows extra business information with your ad, like an address, phone number, store rating, or more webpage links. Adding ad extensions can help improve your ad’s visibility and CTR.
Do it: Create a new text ad
- Sign in to your AdWords account.
- Click the Campaigns tab.
- In the left menu, choose the campaign you’d like to add your new text ad to.
- Click the Ads tab.
- Click + Ad.
- Click Choose… to select the ad group you’d like to add your new text ad to.
- Enter a headline, short description, display URL, and landing page URL. As you type, your ad will appear instantly in the “Ad preview.”
- If you’re adding an additional ad to an ad group, you’ll have the option to create a mobile-optimized ad. To do so, check the “Mobile” box next to the “Device preference” setting.
- When you’re satisfied with your new text ad, click Save ad.
Before your saved ad starts showing to customers, we review its content and formatting to make sure they meet our advertising policies.
Make sure you have the right landing page
Your landing page plays a big part in turning clicks into customers. When someone clicks on your ad, they expect to land on a page that’s relevant to what they saw in your ad. If they don’t immediately find what they expect, they’re more likely to leave.
Answer these questions to see if your landing page is sending the right message to your customers:
1. Does your landing page match your ad and keywords?
Choose a landing page that closely matches your ad and keywords. For example, if your keyword is discount shoes and your ad promises shoes at 20% off, then customers should be able to find and buy shoes at that discounted price on your landing page.
Your landing page should also mirror the call-to-action in your ad text. For example, if your ad encourages customers to sign up for a free tour, then you might prominently feature a sign-up form on your landing page.
Think of it this way: The connection between your ad and landing page is the bridge between a potential customer and a purchase. The stronger they’re connected (the more directly relevant they are), the better your chances of a conversion.
2. Is your website mobile-friendly?
Many of your customers will be visiting your website on a mobile device. On a smaller screen, it can be hard for people to find what they want.
Here are just a few ways to build an effective mobile site:
- Keep it quick: Avoid too much text, and use bullet points instead. Compress images into smaller sizes for faster loading on your site.
- Make it easy to contact you: Minimize the number of steps needed to complete a form or transaction. For phone calls, use a “click-to-call” button that a customer can click on to dial you directly.
- Use simple navigation: Minimize the volume of links, rollovers, and scrolling. Have clear menus, and back and home buttons.
3. Is your landing page easy to navigate?
Make it quick and easy for customers to perform the action you want them to take— order your product, call your phone number, or submit an inquiry. Don’t make people hunt around for information they might need. Avoid cluttering your site with too many ads or pop-ups.
It’s a good idea to put important information towards the top of the page. This way, it’ll be immediately visible to customers when they arrive on the page, and they don’t have to scroll down to see it.
4. Are you providing useful, unique content?
Try to provide useful, original information on your landing page about whatever you’re advertising. Be clear about your product or service and what it does. For example, you might consider adding reviews that show real opinions from other customers.
Do it: Edit your landing page URL
- Sign in to your AdWords account.
- Click the Campaigns tab.
- Click the Ads tab.
- To edit your ad, click on its ad text.
- Make your changes in the window that appears. Google shows up to 35 characters of your display URL. Your landing page URL can include up to 2048 characters.
- Click Save.
