Improving ad quality for better rankings and higher click thru rate
One of the most important factors of writing a great pay per click ad is your keyword list. Choosing keywords may seem simple but it can actually be quite difficult. You need to think like your customer. What keywords do they use to find you?
After you’ve completed your list, look it over and refine it. Choosing words that are too broad will you get you tons of impressions, maybe even thousands of visitors but if the visitor is looking for something specific it’s very likely they will leave your website shortly after they arrive. This significantly decreases your return on investment by not converting those visitors into leads.
So you’ve got your keyword list complete and you’re feeling pretty good about your choices, now what? Now you get to start writing your ads. The headline is the first thing people look at so it’s important you use it effectively. The best headlines are a short description of your product or service.
Next is the ad content. Using a keyword or phrase not only will help your ad quality but it will also appear bolded which will grab the reader’s attention. When writing your ad content, you’ll want to be sure to make your ad enticing so the searcher clicks your ad. Using a “call to action” can help improve your click through rate exponentially.
Your campaign settings can really help maximize your budget.
If you’re a brick and mortar business or only do business in certain areas, putting a geographic setting on your campaign can help drive traffic to your website from people searching for your keywords in those areas.
Demographic settings like age and gender can also help narrow down your specific customer-base. If your business is a day spa, more than likely your demographic is predominantly female.
Choosing to put more of your budget toward reaching your ideal client will help you to achieve the best results.
After you’ve got your keyword list, your ad written and campaign settings set, you’ll want to set up testing. A/B Testing is the most common method used for ad copy. After you have your first ad, change up the headline, ad content or call to action.
You can also test your keywords by watching your analytics and determining which keywords drive traffic to your site and either don’t convert or bounce (leave without viewing another page) immediately.