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Designing Ads/Writing Targeted Ad Text
from: IM FACTSThe purpose of an advertisement is to attract a customer so that he can purchase a product.
Careful usage of words has the potential to not only attract the customer but also influence his buying decision. The word written in an advertisement yields tremendous power so these words should be carefully chosen so that the ad text can become a critical factor between you and your competitor.
Just like any poorly done work poorly written and non contextual ads are vague, ineffective and defeat the very purpose for which they are created so proper care should be done to optimize the texts used in the ad to make it unique, clear and compelling.
Following steps should be taken into mind to design text for the ad:
Creating Specific Ad Titles
Do not write the name of the company at the very onset of the ad. This is one of the most widely done mistakes by most ad designers. The ad titles driving higher click through rates are achieved by striking ad titles and not by the name of the brand.
To get an attractive ad title just review the groups containing your ads ,find keywords with a high percentage of impressions or clicks, remember using keywords successfully in the title of the ad is a great way to increase click through rate as users can immediately see that the ad is relevant to their search.
Locational Advertising
The location and geographical description of the ad is a key driver of business as local people can more easily identify and trust the brand so if the brand is such that its sales can be increased by proximity of the provider than the location of the vendor should be given away in the advertisement.
Auto Optimization
The AdWords also provides an ad serving feature automatically optimizing the text of your ad.
In the beginning the system will show the ads evenly for ad groups with more than one ad. It should be noticed that changes (even subtle ones) in the ad text can have an effect on the ad performance, some ads will achieve the better CTR’s than others just based on ad optimization.
Easily optimizing your ad through the Google feature will help you to maximize the success of those higher performing ads
Do this by logging into your account, select the applicable campaign, and then choose Edit Campaign Settings. Select either of the two options serving ads on this page.
Next consider selecting the Optimize checkbox which will show the best performing ads often or can display all ads on an equal basis depending on your need.
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