Did you know that an AdWords account can contain as many as 10,000 campaigns (includes active and paused campaigns) per account, 20,000 ad groups per campaign, and 50 text ads per ad group? That's a lot to manage! Fortunately, you can manage your campaigns and ads from just two places in your account. The Ads and Campaigns tabs (both under your main Campaigns tab) are where you can view and edit your campaigns and ads. You can even change settings for multiple campaigns at once and make new ads based on existing ads.
Rules of an AdWords Ad
You have 130 visible characters (headline, description, and display URL) to encourage a user click on your ad – that’s less than a Tweet. The best way I’ve found to write ads correctly the first time is to open up Excel, and use the LEN function to count the characters in each of your lines.
Character Limits
Headline: 25
Description Line 1: 35
Description Line 2: 35
Display URL: 35
Destination URL: 1024
Writing Effective Ad Text
Below are five elements to writing effective PPC ad text.
Attention grabbing title: Take a look at the Google SERP example below. There are potentially a ton of ads in that space depending on the search. You’re competing against the first three ads in the lovely colored box at the top of the page, ads with +1, ads with highlighted keywords, ads with extensions…etc. If you want to be competitive, you’ve got to make yourself stand out! Just make sure it’s appropriate for your brand, product, and audience.
PPC Ad Text
Call to Action: Your call to action tells the customer what you want them to do. If your conversion goal is a sale, tell them! You can use phrases like ‘Buy Today’ or ‘Shop Now!’ This also helps to filter people who aren’t ready to buy, but are still shopping around. If your landing page contains information about a nursing school with a lead form, encourage users to ‘Signup For More Info!’ Whatever it is you want people to do, make sure you’re using an appropriate call to action.
Keywords: You want to include a keyword in the ad. Typically, including the keyword in the ad title and description increases your relevancy and helps your Quality Score at the same time (improved keyword score and click-through rate). When you do this, just make sure the rest of your ad is written for the user. Which brings me to the next point – benefit driven text.
Benefit Driven: What does your product/service offer? What will your customers receive? What does your product offer that the competition does not? This is where some detective work comes in handy. Keep an eye on the competition and what they’re advertising in their ads. Benefits can include discounts, sales, free shipping, 24/7 support, etc. Make sure it’s included!
Landing Page: The landing page design is an entirely different beast, and we have a lot of resources dedicated to this topic. What it comes down to is are your customers reaching a landing page where the conversion is obvious? Are they finding what was promised to them in your ad text? If your landing page is bad, you’re less likely to receive the conversion.
Rules of an AdWords Ad
You have 130 visible characters (headline, description, and display URL) to encourage a user click on your ad – that’s less than a Tweet. The best way I’ve found to write ads correctly the first time is to open up Excel, and use the LEN function to count the characters in each of your lines.
Character Limits
Headline: 25
Description Line 1: 35
Description Line 2: 35
Display URL: 35
Destination URL: 1024
Writing Effective Ad Text
Below are five elements to writing effective PPC ad text.
Attention grabbing title: Take a look at the Google SERP example below. There are potentially a ton of ads in that space depending on the search. You’re competing against the first three ads in the lovely colored box at the top of the page, ads with +1, ads with highlighted keywords, ads with extensions…etc. If you want to be competitive, you’ve got to make yourself stand out! Just make sure it’s appropriate for your brand, product, and audience.
PPC Ad Text
Call to Action: Your call to action tells the customer what you want them to do. If your conversion goal is a sale, tell them! You can use phrases like ‘Buy Today’ or ‘Shop Now!’ This also helps to filter people who aren’t ready to buy, but are still shopping around. If your landing page contains information about a nursing school with a lead form, encourage users to ‘Signup For More Info!’ Whatever it is you want people to do, make sure you’re using an appropriate call to action.
Keywords: You want to include a keyword in the ad. Typically, including the keyword in the ad title and description increases your relevancy and helps your Quality Score at the same time (improved keyword score and click-through rate). When you do this, just make sure the rest of your ad is written for the user. Which brings me to the next point – benefit driven text.
Benefit Driven: What does your product/service offer? What will your customers receive? What does your product offer that the competition does not? This is where some detective work comes in handy. Keep an eye on the competition and what they’re advertising in their ads. Benefits can include discounts, sales, free shipping, 24/7 support, etc. Make sure it’s included!
Landing Page: The landing page design is an entirely different beast, and we have a lot of resources dedicated to this topic. What it comes down to is are your customers reaching a landing page where the conversion is obvious? Are they finding what was promised to them in your ad text? If your landing page is bad, you’re less likely to receive the conversion.
