Optimizing Ad Text

Overview of Optimizing Ad Text

Ad text plays a crucial role in determining the success of your AdWords advertising. A potential customer's decision to visit your site is based solely on your ad and how it relates to what the customer is doing on the Web at that moment. The content of your ads should capture a user's attention and set your business apart. Compelling ad text can drive relevant traffic to your website and attract the type of users you'd like to turn into customers.

Here are some basic optimization tips for ads:

• Include keywords in your ad text. Include your keywords in an ad's text (especially the title) to show users that your ad relates to their search. If part of your ad uses the same words a user searches for, that phrase will appear in bold, adding even more attention to your relevant ad.

• Create simple, enticing ads. What makes your product or service stand out from your competitors'? Highlight these key benefits in your ad. Be sure to describe any unique features or promotions you offer.

• Use a strong call-to-action. Your ad should convey a call-to-action (such as buy, sell, or sign up) along with the benefits of your product or service. A call-to-action encourages users to take the action you value most once they reach your landing page.

Choose an appropriate destination URL. Relate your ad text to offers that you make on your landing page to help users complete the sales cycle. Ensure that the destination URL (landing page) you use for each ad directs users to the most relevant page within your website. Ideally, that webpage will be dedicated to the specific product or service that is highlighted in your ad.

• Test multiple ads in each ad group. Experiment with different offers and call-to-action phrases to see what's most effective for your advertising goals. Test variations of the same core message and see which one performs the best. If your ad serving option is set to "optimize" (the default setting), Google automatically tries to show the best performing ad more often.