Creating an effective Google AdWords advertisement can seem daunting. Most people take the trial and error approach. However, if you do not know how to create effective AdWords advertisements, you will lose of time and money that you could have directed to other aspects of your SEO campaign.
Keywords
Choosing the right keywords is critical. Google targets your ad based on the keywords you include. Your choice of keywords also determines the amount of exposure your advertisement receives and your cost-per-click.
Use the Google Keyword Tool to find the best keywords related to your niche. Pick keywords that have a highest number of global monthly searches and the lowest possible competition rate. Those are your main keywords.
Include your main keywords in the headline of your advertisement so that they appear in bold. This draws immediate attention to your advertisement. The headline is the first thing a user will look at to see if the ad is relevant to them.
Pick some secondary keywords from the list using the same criteria and naturally work them into the body copy of your advertisement. Do not include secondary keywords in a way that makes the ad read oddly or that hinders its selling points.
Body Copy
Once you have the right keywords, you need to think about how you are going to write the advertisement. You only have a headline and two short sentences to work with, so it is important to make every word count.
Determine your key selling point. Is it an incentive? Are you offering something better than your competitors are? What makes YOUR product special? Your body copy should revolve around your most distinctive feature.
Use call to action phrases like "Free Online Assessment" or "Save 50% Today Only." Just don't mislead people. You have to keep whatever promises your ad makes. Trying to entice people with false claims will only cost you money in ad clicks and won't generate useful results.
Keep it simple. Use short, direct to the point sentences. People should get a clear message from your ad within a couple of seconds.
Destination
The destination URL you choose for your ad should be a direct follow up on your call to action. Do not just send people to the general homepage of your website. Send visitors to the page that offers what they came for.
Your landing page should be attractive, clear and easy to navigate. Although this advice does not seem like it is part of creating an AdWords ad, the success of your AdWords ad depends on how many people actually respond to your offer. You want to make it as easy as possible for them to respond.
An effective Google AdWords ad is one that generates the best possible return on your investment and will prove a valuable component of your SEO campaign. It is not enough to just lead people to your website; you have to do it in a way that increases the chances of them becoming customers. A well-composed Ad Words advertisement will pay for itself by increasing your business.
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