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* AdWords Optimization Tips: More on Ad Text - 1 messages, 1 author
http://groups.google.com/group/inside-adwords/browse_thread/thread/105e8b4986f97bd8?hl=en

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TOPIC: AdWords Optimization Tips: More on Ad Text
http://groups.google.com/group/inside-adwords/browse_thread/thread/105e8b4986f97bd8?hl=en
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== 1 of 1 ==
Date: Mon, Aug 27 2007 2:05 pm
From: Inside AdWords crew

A few weeks ago, we asked you which optimization topics you wanted to
learn more about. Many of the questions we received were on creating
effective ad text, which is the subject of today's post.If you aren't
familiar with our six-part series on optimization tips, you may want to
check out our previous post on ad text tips. You can read up on the
importance of describing your offering clearly, using proper grammar
and punctuation, having clear call-to-actions, and other basic tips
when writing ad text. Today, our optimization team is back to cover
more tips like including prices and discounts in your ad text, ideas
for testing different messages in your ad text, and tracking overall
performance of ad text.Should I mention prices or discounts in ad
text?It depends. While the most important component of ad text is a
good description of your offering, you may also want to mention a
price. If you consider your prices to very competitive, it may be to
your advantage to advertise them. Conversely, if you sell a high
quality product and charge a premium price, you may also mention price
to set the right expectations and discourage bargain hunters. And if
you are only promoting a discount on one of your products, do not give
the impression that there is a general discount. In summary, your best
strategy is to be straightforward with your potential customers, so the
right ones are clicking through to an offer they were expecting to
find.What should I be testing in my ad text?You can test different
descriptions, call to action phrases, promotions, and special offers.
Here are a few different points you may want to test:
- Different emphasis: product description, call-to-action, or
promotional offer
- Including the brand name versus simply describing the offering
- Including the price in ad text versus including a discount or other
special offer to differentiate your business
- Including an audience-specific message such as 'Perfect for Couples'
- Placement of certain messages in your ad text: headline, line 2, or
line 3You can also find good ideas for messages to include in your ad
text by taking a look at what visitors are searching for on your site.
If your site has a search bar, try looking at the search queries to see
what they are interested in. Similarly, if you have web analytics
tracking on your site, you can also look through the search queries
that are bringing people to your site to see which features of your
business resonate most with your potential customers. For example, if
you offer vacation rentals, you may find that visitors are interested
in certain amenities -- you can then include descriptions like 'pet
friendly', 'hot tub', or 'concierge service' in your ad text.When
testing different ad texts, be sure to control for some portions of the
ad text, while experimenting with the other portions so you'll be able
to assess how effective the message you are testing really is. For
example, if you are trying to figure out whether the
call-to-action 'Buy today' or 'Learn more' is more effective, be sure
to keep the description of your offering the same. You can also learn
more tips on effective ad text by reading our Editorial Guidelines.How
can I better track the overall performance of my different ad texts?One
easy way to look at the overall performance of your ad texts is to run
an Ad Performance report. You can run an Ad Performance report from the
Report Center and then use the results from this report to identify
low- and high-performing ad texts. For high performing ads, you can try
testing a small variation of that ad with a different messaging or a
different landing page.Depending on your goals for your account, you
may use different metrics to measure your success. (If you have
conversion tracking, don't forget to use the 'Add/Remove Columns'
feature in order to include conversion data.) Remember that your ad
text with the highest CTR may not have the highest ROI. And don't just
pay attention to the conversion rate, but the cost per conversion as
well.For even more sophisticated tracking capabilities, you may want to
try A/B testing on text ads with Google Analytics. To read on this
topic, check out this article from the Google Analytics Conversion
University.We hope you've found these tips on ad text to be helpful.
We'll be back soon with other topics that you emailed us. And in the
meantime, please continue to send us your questions on
optimization.Posted by Feng, Inside AdWords crew

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Posted By Inside AdWords crew to Inside AdWords at 8/27/2007 02:03:00 PM

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