Using Google Adwords for Effective Online Marketing - Using Adgroups, Titles, and Description
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You Need Ad Groups
Now that we have our keywords selected, we want to set up our campaigns and ad groups. By categorizing your campaigns it is easier to keep track of your keyword terms, improve performance, and weed out non-performers.
Ad groups are the files of keywords under each campaign. In our example of chocolate candy bars, we would start two campaigns: one for Nestles and one for Hershey's. Under each campaign, we will have the brand’s specific ad groups, such as Hershey's Special Dark, and Hersey's Kisses. Our Nestles campaign would have adgroups for Nestle Crunch, Nestles Mr. Goodbar, Nestles Nutrageous and more.
Titles are Vital
Having organized our campaigns, we now need to write out the ads that will draw users to our website. First, we will write a title. The title line is the very first line of your ad and needs to stand out in order to capture the viewers’ eyes and attention. This can be done in many ways, Hershey's “Candy bar” isn't very appealing, so we need something more captivating. We could try “Love Hershey's?” Now that is pretty good, but we can better: “Who Loves Chocolates?”
That will stand out and capture most of our target audience. It speaks the language of those who are searching for chocolate, and even addresses them personally. It could always be tweaked a bit more, so that the user feels they might missing out on something if we use “Who Else Loves Chocolates?”
A Strong Description
Now that the title is done well, we want to drop down to the body of the ad and make the best use of our two lines of description text. Here we want to use problem solving, strong call to action and incentives. Here, too, we need to capture the user as best we can. These are particular good choices for our candy store:
Find Hershey's Kisses Online, Shop Today Free Shipping!
Find Nestles Crunch You Love, Shop Today For 20% Off!
These will drive the visitor to the website, and onto a purchase if indeed what you have is what they were looking for.
Remember, you are writing extremely short ad copy, so there you need to stay focused. Adwords does not give us enough web space to sell the customer within our ad copy. It is specifically designed to tease or pique the users interest. Using the limited ad web space you have to headlight the biggest benefits or the goals your customers are looking to meet, and you’ll see bigger rewards on your AdWords return on investment.
Next: Measuring Results >>
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