- PPC Strategies & Pay Per Click News | PPC Hero - http://www.ppchero.com -
Ad Writing Tips for a New Account
Posted By Jessica On August 10, 2011 @ 3:04 pm In Ad Texts,Basic PPC Strategies | 3 Comments
Welcome to part 3 of our series ‘Starting an AdWords Account From Scratch.’ In this article, we’ll be covering ad writing. Your ad groups won’t start triggering impressions until you have at least one active ad running. Read on for best practices and writing ideas.
The Importance of Great Ads:
Thorough keyword research  and a tightly knit structure  will be useless without great ads. You need to entice searchers to click on your ads, and once they land on your page, perform the desired conversion. Relevant ads and landing pages help you achieve a good cost per lead and ROI, however, there’s something even larger at play with great ad text; your Quality Score depends on it.
The AdWords system issues a keyword level Quality Score to each of your keywords (calculated according to your exact matches) and click-through rate is one of the biggest players in the calculation. A high Quality Score ultimately helps you achieve a higher position on the page and lower overall cost per clicks, which means your budget can stretch a bit further for the same amount of clicks.
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 –
Description Line 1: 35
Description Line 2: 35
Display URL: 35
Destination URL: 1024
Try to use as much of your allotted characters as possible and add in punctuation where necessary. In the past, it wasn’t always necessary to add a period for the end of description line 1, because the way AdWords displayed it still made sense. Today, you’ll want to make sure that your ads have some sort of punctuation at the end of the first line whether it’s a dash, period, or a comma.
Back in February, they started promoting eligible ad’s first description line to the headline. To qualify for this style, an ad needs to be above the search results and end with appropriate punctuation. For the most part, these ads look normal, just with longer headlines, but you really need to check your ads after upload to make sure that they look nice. For instance, after this change was made, ads that were missing punctuation in line 1 could end up a bit awkward to read in the longer headline version.
The example below shows a traditional AdWords ad where the missing punctuation isn’t very difficult to read. The longer headline ad on the bottom, however, makes no sense. Ads that don’t make sense (even in a top position) are more likely to receive less user attention, and all your hard work will be spoiled.
You might also notice that your ads are displayed with the Display URL in the headline. Google started doing this in May to achieve even higher click-through rates for advertisers in position 1. The domain URL in the ad headline  combined with promotion of description line 1 to the headline might mean you’ll receive impressions where your ad’s headline, description line 1, and Display URL are all in the headline spot with a count of up to 68 characters.
Know Your Brand, Products and Audience:
Before you dive head first into ad writing, take a step back and think about the brand and products you’re promoting and the audience you want to appeal to. There are a lot of aspects surrounding a company that should help you in writing your ad text.
If you need more help with branding and audience recognition, be sure to check out Amy’s post on developing a pay-per-click strategy .
Writing Effective Text:
Last, but not least, are the ad settings. Yesterday, Felicia gave us a great rundown of the campaign setting options  in AdWords. Today I’ll just recap the ones vital to how your ads will work.
I hope this article will help you on your way to setting up your first AdWords account. After you get everything set up, make sure you continue to optimize and test your ads !
Article printed from PPC Strategies & Pay Per Click News | PPC Hero: http://www.ppchero.com
URL to article: http://www.ppchero.com/ad-writing-tips-for-a-new-account/
URLs in this post:
 keyword research: http://www.ppchero.com/how-to-create-a-ppc-keyword-list/
 tightly knit structure: http://www.ppchero.com/ppc-campaign-structure-basics-best-practices/
 Image: http://www.ppchero.com/wp-content/uploads/2011/08/Screen-shot-2011-08-10-at-11.08.13-AM.png
 domain URL in the ad headline: http://www.ppchero.com/domain-url-now-makes-some-ads-have-the-longest-headlines-ever/
 developing a pay-per-click strategy: http://www.ppchero.com/developing-a-pay-per-click-strategy/
 Image: http://www.ppchero.com/wp-content/uploads/2011/08/Screen-shot-2011-08-10-at-12.24.14-PM.png
 resources: http://www.ppchero.com/category/landing-pages-increasing-conversion-rates/
 optimize settings: http://www.ppchero.com/to-optimize-or-not-to-optimize-googles-new-ad-setting/
 test your ads: http://www.ppchero.com/learn-the-basics-of-testing-ad-copy-a-ppc-primer/
Copyright © 2007-2014. PPC Hero®. All rights reserved.