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The ad groups should have relevant names. This helps Google AdWords to identify the theme of the ad groups so they can place the ads in the right market. Here are some tips for naming your ad groups:
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Don t use names such as Campaign-27 or Ad-Group-Test. Use descriptive names, such as Koi for the campaign and Koromo Koi for the ad group.
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Review the USPs you wrote for SEO (see Writing Your Unique Selling Proposition in 5, SEO). You ll use these to write your ads. Here are some helpful tips:
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Put your top keywords or product s name in the ad s headline. The ad has two lines of body text. Put your top keywords at the beginning. The display URL is shown to users. The folder may be different from the target URL. Skip the www. part, which saves you four characters (including the period). Use capitalization in the display URL. Instead of writing www.koi-planet.com, use Koi-Planet.com, which is easier to read. You can also add keywords into the display URL s folder path, such as Koi-Planet.com/Koromo-Koi. Point the destination URL to your product s landing page, not the website s front page. Visitors are looking for products, not companies.
The ad editor lets you enter the text for the headline, description lines, the display URL, and the destination URL. You can also see the resulting ad, as shown next.
CHAPTER 6:
Here are additional tips for writing your ads:
Your ads should be customer-centric and benefits-centric. Remember, your buyers will click your ad if you have what they want. Provide the solution to their quest. If appropriate, include your price in the ad. This reduces unqualified buyers. If you say your koi are $500, buyers looking for $20 koi will go elsewhere. You save money if they don t click on your ad. Add extras, such as In Stock. Free Shipping. No Sales Tax. Worldwide Delivery. $200 Coupon. Use phrases with a call-to-action. Examples include Buy today, save 50%. Download free trial now. Sale ends Friday. Sale-priced, special offer, limited offer. Use words that evoke positive emotions, such as tips, learn, discover, fast, easy, convenient, quick, fun, instantly, save time, powerful, save money, and popular. Don t use negative words. Words that evoke fear or worry have lower results than positive ads. Negative phrases include avoid, worried about, bankruptcy, and don t get caught. Don t mislead. Users strongly dislike deceptive or misleading links. They will instantly back out and return to the search engine. You ll still be charged for the click. If Google notices that users press Backspace and return within a few seconds, the ad s ranking will be lowered.
Run your ads until you get about 1000 clicks. Sort the list by clicks and write down the top three to five keywords. Now sort the list by CTR and write down the top three to five keywords. Finally, sort by conversions and write down the keywords that brought conversions. These are your best keywords. Create ads that use these keywords in the headline and the body text. Work with these until you find the keywords and ads that produce profits. If there are keywords with high clicks but don t produce conversions, try different landing pages.
How to Use Dynamic Insertion
The PPC tools include a little-known-but-useful feature. Known as dynamic insertion, it inserts the user s search terms into the ad. Because the user sees their own keywords, the ad becomes more relevant. These ads get higher conversions.
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To use this, you first create your list of keywords. You then create a new ad with a special headline. In the ad s headline, you use curly brackets around the headline s text. Add the word keyword and a default keyword. For example, your list contains the following keywords:
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