Adwords Adtext Optimization for Phone Calls

You all know, Google, no more allows phone number in adtext and sitelinks.

It has been documented that any new ad created with phone number in adtext or sitelink, will get disapproved and old ads will get disabled after sometime. Some old practices have become obsolete and new ones are in place!

You can still write Phone No. in Adtext Display URL

Is the new call extension, the only way, to show your phone number in adtext? Definitely Not! In fact, you can still show, phone number in adtext, because from what I have observed, Intelligent Google, neither considers Display URLs to be part of Adtext, nor Sitelinks, so Adwords Specialist, examining your ad would Approve it! So, the only thing you don't have to do is, not to write phone no. in Headline & the remaining two text lines of the ad.

Use of Suggestive prefixes in Display URL

You may write your display url like, example.com/Call-9910115853, or example.com/+91-9910115853 or example.com/dial-9910115853 or +91-9910115853.example.com. I have seen all these gets approved. I haven't tried but would suggest you to try, example.com/tel-9910115853. I think, it too should get approved.

Choose Mobile Call Extension in the option.

There are two options in the new call extension, one you all know will show phone number along with the ad text, and give users the option to call clicking on it if she is on a mobile interface. However, the other option, where on mobile device, click anywhere on the ad connects to your phone, is worth considering.

User won't land on mobile site but would rather get connected to you. This appears as 9910115853(mobile), in extension report. The difference is observed on mobile interface only, on desktop both kind of extensions appears the same. However, some callers may feel awkward, getting connected to the advertiser, when they actually wanted to examine their site. So, I personally run both the extension side by side. It is simple, you have to include both, 9910115853 & 9910115853(mobile) in setting and they will appear in rotation on mobile devices. Reporting too would give you two rows. After sometime you can take decision, which one is best for you !

Use of word "Call" in Headline or line after that

Use of word call in Headline, increases the response rate on phone, if you depend on call extension.If you have phone number in adtext(display url), both the positions, Headline and line just below it works well, to boost call response rate.

Call Forwarding Feature and Conversion Tracking

Call Forwarding feature allows you to investigate, all the interaction through phone number displayed on your ad. If opted in, Google shows unique number to every user who even if dials it after sometime, triggers the data metrics in your account. This feature is not available in India. So, the accounts which doesn't have this feature and also those who haven't opted for it by choice, will see considerable fall in reported conversion in their account, but that is a false alarm and you know why! Don't you??

POST SCRIPT: Google has clarified that an algorithm works behind, the call extension, which judges the occasions, where showing Phone number is of interest to users. So, stuffing nos. in display URL, may send wrong signal to the algorithm. It may cause rendering and Quality Score issues, while delivering ads. So, you may not use these techniques, if you find these issues in your account, and better rely on call extension. As claimed by google algorithm behind call extension, judges according to different signals it receives, from user behavior and website

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Should Google Introduce a Racist Patch or Remove it !

Professor Latanya Sweeney, Harvard University

Harvard's Professor Latanya Sweeney has published a research work revealing significant racism in the delivery of Google Adwords ads. According to her, it was clearly observed that names which were suggestive of black ethnicity were showing ads of criminal background checks, with ads clearly mentioning names, while same was not the case with names suggesting white ethnicity. Latanya Sweeney backed her claim citing several examples and also clearly showing how Google's own image search returns black and white people against those names.

It has raised a pertinent  question: Is Google's algorithm racist?

Google claims it does no racial profiling of names, and outcome may be because of clickability of names, given the context in which the ads appear. A plausible explanation from the algorithm company. It means it is the racist bias in the mind of end users, which is responsible for the racially skewed delivery of the ads.

Now the question is whether Google is honest in its claim? Sweeney suggests, whatever be the case the delivery has to be racially normalised, because this discrimination comes under the sociological definition of Racism, practicing which is illegal in modern societies across the world.

Prof. Latanya Sweeney is not a Google Advertising Professional, so she has little insight into why this happens. However, I have a similar observation to offer, while using names in ads.

Contrary to Prof. Sweeney's belief, people who create ads, don't manually insert different names into it. I have a similar experience with creating ads around names for a matrimonial website of somewhat dubious merit (So, name withheld). Here a template is created and generic ads are written, with a dynamic tag to fetch the names from a group of keywords, called adgroup in adwords terminology.  So, if I have put different names like, Rekha, Uma, Katrina... as keywords and make an ad like,  Marry {KeyWord:DefaultText} google will start serving ads like, Marry Rekha, Marry Uma...

The above example is a real case which I have myself observed. Whereas, Google served the ads Marry Rekha, Marry Uma... it served Marry DefaultText in case of katrina, which even stopped serving after sometime!! This is a somewhat 4 years old story & I couldn't fathom the reason behind it. Katrina, though suggestive of a white ethnicity is also a famous Indian actress. So, if Rekha & Uma could be served why Google didn't serve Katrina. It might had had got more clicks!! So, I don't buy Google's logic. Now, Prof. Sweeney has revealed which I had observed long back, some of you too may have observed this effect.

 photo credit: Kenya Allmond via photopin cc

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Attracting B2B Queries through Adwords, for non B2C Advertisers

B2B are Suppliers, Wholesalers, Exporters, Importers... They have an entirely different need when it comes to advertising. An improper pitch may attract too many B2C queries which may be very irritating for businesses. Queries which are B2C are waste of resources both cost wise and also time wise. Here are some Best Practices.

1. Proper Search Traffic Segmentation through Keywords

   Google Adwords is an easy solution for those who want relevant traffic within a short span of time. Like any other Google adwords campaign, here too segmentation is the key. Proper segmentation is the key to Successful targeting. Just like real world situation where there are different marketplaces for Wholesalers & Retailers. In search marketing too there are different keywords you should be using for each of them. Whereas product specific queries like wallet, bags, watches etc, work well for B2C, they require supplier, wholesale, exporter... etc., as tails to generate B2B prospects.

2. B2B Specific Content Creation 

   There should be a clear cut pitch on the Landing Page about the B2B nature of the business. Don't talk about a specific product, talk about Product Catalog, Manufacturing Process, Business Partners etc. Thrust should be on showing Business Credentials & not mere Product Qualities. Content should provoke thinking about business profit, margin & other benefits of association, not merely Product discount gimmicks. 

3. B2B Specific Ads

   Writing Ads which clearly talks about B2B nature of business, like 50 pcs., min. order for leather wallet./ Become partner in toys sale/ Supermarket Supplier requires franchisee to expand reach./ Supermarket Supply quality for sale, Order Min. 50 pcs. / 20% off on Supermarket Quality Supply of Corp. Gift. Min. Order 50 pcs./ 20% less than NYC supermarket rate, 50 pcs min. etc. Just get creative with compelling needs of your prospects, whether it is price or quality.

4. B2B is Branding

   Good brands which has better presence across the channel attracts business people. Retailers love to buy in bulk goods which they can sell easily. Branding takes the pressure off from retailers. If you manufacture something which is known to a lot of people or you are looking like aggressive on that front people will love to send you B2B queries. Manufacturers, Suppliers.... should not only look for B2B partners, they should also create awareness about their products through different means. Here adwords may prove expensive for starters, but other means like Blogging, PR, Brand Display through Public Shows are must. Whenever you get some B2C queries through adwords, be generous to pass them to your partner or ask people to contact your reseller, instead of handling them yourself.

5. B2B Marketing is Idea Marketing

   Generate an idea to create demand at the bottom level. You can get a Big Order from a Supermarket if people start demanding it. Advertise on B2C queries, send few toys, bags ... of your brand and send them a voucher asking them to buy from a Retailer and avail x% discount. Probably they will use it themselves or pass it to some friend or relative, but when they start demanding it in market, they will surely demand it from you !

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6 Tested Principles for writing most converting Adwords Ads

Adwords ads are written around product, prospect, problems and market situation. Sometimes they convert, sometimes they fail, because your ad depends on the landing page too. However, you may minimize the dependence on landing page, adhering to certain principles.

1. Three line definitions

   It is a great way to create a converting ad which gives maximum written in minimum effort. You must start with this. In line1, Write about the keyword. In line2, write about the product/service & in line3 write about the company. e.g.,  Send Flowers Delhi/Sameday Delivery 24 hrs/Local Florist Delhi. The beauty of this style is that, this most simple looking process gives most consistent and converting ad, in any kind of situation. This looks very simple but produces most amazing results.

2. Try an Elevator pitch

   You know an elevator pitch is a 20 seconds brief of your business. In adwords condense the entire information within 3 lines. The more you pack, the better you get.

3. Give your ad a subtle flash.

   This is the most tricky part of it. Art lies in making it as subtle as you can and making the flash as natural as you can. Let it get all the extra attention, but let it look very natural and real.

4. Don’t make a promise, which will bounce back.

   If you gain visitor creating too much expectation, the situation may become just like an overvalued check drawn, bouncing back for lack of fund. Better, not to raise the expectation too high. Rather understate the claim, and let the visitor feel wow on reaching the landing page.

5. Say few things to enhance the engagement.

   Here, it means something that will make the visitor dig deeper into site. If the visitor is asked to check, see or do something or persuaded to go deeper into website, his chance of converting increases. If you can make him click somewhere, you can increase the chances of conversion.

6. Design a funnel, and talk about each part of it in the ad.

   It requires successive steps, increasing the level of interest. The interest of visitor should increase after every interaction. Every word you add about each step, enhances the visitor’s chance of going farther.

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1+9Bold Ideas for Writing Google Adwords Ad Text/Ad Copy that Performs!

In 2006, I started using “Keyword?” in Ad Text Headlines. It was my original bold decision, which many initially termed Bizarre! I had not seen anybody doing this before. However, after six months, I could find many ads written in the same way, on different search result pages of Google. Later, I learnt, Google customer support staff are recommending it. It was a quick fire  solution for CTR enhancement, that works for every campaign. Lesson to be learnt- You can’t call an Ad, bizarre, till stats prove it.

Since then, I have made it a norm, to test at least one ad text, in every campaign, which you may term as a bold idea. I am sharing with you some of them that has become part of my ad arsenal.

1. Space before exclamation(!) Mark:

   I seldom use exclamation like, Now!. Instead, I prefer to write, Now !, unless I am compelled by the space limitation. It emphasizes, your exclamation mark.

2. Long Display URL:

   Write Long display URL to draw attention towards your ad. Character limitations are surely there, but if You use, dynamic insertion like, DisplayURL/{keywor:word}, it goes beyond that limit. DisplayURL/{keyword} too works,you get error message in Adwords Editor only.
   

3. Yes Sure! :

   This is my phrase, which I have used like my trademark on every campaign. Better, let the whole work say it. However, if you have limitation of space, just use this phrase, at the end of the copy. I promise you, it Works like a magic.

4. Three Dots Magic(…):

   Credit of using this as a technique and publically publishing it, goes to Mind Valley Labs. They had figured out, it works best, at the end of the copy. However, I could find, in addition to what they have found, it works great at the middle and even at the start of the last line. Like: Want Proof… Yes Sure!, “Fast Courier Service. /New Delhi, Mumbai, Bangalore…/  … On time delivery everywhere!”

5. Inverted Commas(“”).

   Use inverted commas in First and second line, for better results. “Most honest Deal I ever Had!”

6. Use of Special Characters:

   Use of special characters, like copyright and Registered, symbols, draws attention towards your ad. Use of currency symbols too have good impact.

7. Writing Ad texts in language, which users know but is not using as a keyword:

   Writing Ad texts in Hindi while targeting India, in Urdu while targeting Pakistan, in Arabic while targeting Middle East, in Spanish while targeting Latin America, for ad groups containing English language keywords. It draws the attention of users who knows the language, and your ad looks Unique!

8. Use of Symbol “&”, at the End of Line1(Headline):

   This symbol at the end of the Line1, plays the magic. It surely enhances CTR and conversion rate. Readers are involuntarily forced to read the second line and it increases their interest level. Use it like: Just pay Rs7000 &/Stop losing Millions in………

9. Use of Conversion Boosting Words:

   “Easy” is a word that surely improves your ad copy. All its variants work very well. Use it like, Easy, Easily, with great ease etc. Higher you place it in the copy, more impact it makes. Similar other words are, Just (works best with Pay!),  Yes!(preferably with sure). 

I believe,You must be having your own list too. Kindly Share.

Also Read:

1. Adwords Converting Ad Writing, Principles
2. Adwords Popular Myths - Get Rid of them ASAP.
3. Writing Adtexts to Boost Conversion of Your Google Adwords ...
4. Conversion Dip? - You need to take yourself where people are ...

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Google Display Ad Templates Vs. Custom Uploaded Image Ad - A Comparison!

Template Display Ad Advantage

Google has added a big inventory of display ad formats, in your Google Adwords account over the past 2 years.

There were several barriers in trying image ad earlier. First, you needed to have it designed by yourself. Second, you need some technical knowhow to get it uploaded correctly. Flash files require click tags and size has to be compatible with given formats. Third, you need to pay the designer, who may not understand what idea to convey, and would have to stick to what she has given you for a long period.

Google Display ad templates, removes all the above barriers. It has some definite advantages over traditional image ads.

1. You get a large number of templates for various categories. You can choose and filter out them to meet your requirements. Your designer won’t give you so many choices. When it comes to ads, more the variety, better the outcome.

2. You can test several combination of text, font, color and background. Each gives different result and you can come up with best combination by testing. Testing is the key to get the best ad for you, which gives best result. This gives it a big edge over traditional image ad, where you remain stuck with limited creativity.

3. Template Display Ads very often have Better Performance Stats. If you haven’t yet run Template Display Ads, you won’t know it. Again I would stress here, better ads are achieved by testing many ads. Yes, it is the simple game of numbers. More you test, better it becomes. Because, traditional image ads have limitation with respect to testing, Template Display ads produce better results. In one account I found, it made the other image ads look useless in the account, which needed to be paused after sometime.

When you should Pay for Image Ad Designing

Image ads made by designers too can produce great result, and there are occasions when you should go for it.

1. When you have designer with exceptional skill.

2. When you have several creative to choose from. In that case, the picked ad has already beaten few ones.

3. When you know the message to be conveyed and have clear cut idea of what you want and what will succeed, after testing display templates.

4. When you want an improvement over display ad messages and have clearly understood that it will improve the performance.

5. When you get a chance to grab a winning idea. An idea which has already performed somewhere, maybe on some other network.

If you are a great fan of image ad and Display ad Templates, do not look appealing to you, you should place bid on some sites, which offers you choices. In any case, avoid going after a solo design, you would be taking a big risk going for it. On internet,

Nobody knows in advance when you are going to be proven wrong.

Internet tells you very quickly, when you have taken a wrong step.

It is always better to have something in store, when you are proven wrong.

Variety of ads reduces the chances of you being wrong and hence increases the chances of being successful. So, the strategy which gives you more options and security is a better strategy.

Recommended:

1. 
   Failed Ad Diagnosis - Why Some Ads Fail to Produce the Desired Conversion Rate and How to Avoid Them
   
2. 
   1+9Bold Ideas for Writing Google Adwords Ad Text/Ad Copy that Performs!
   
3. 
   Writing Adtexts to Boost Conversion of Your Google Adwords Campaign – Ad Writing Strategy!
   

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Failed Ad Diagnosis - Why Some Ads Fail !

Ads that do not produce conversion has Failed. It has failed to acquire attention. It has failed to acquire attention of the desired audience. There are several reasons of this failure. Some you can figure out after failing many times. Some are not so obvious and we cannot theorize on them. We can only eliminate the ads that fail and learn not to write the ads we know will fail.

My experience tells, some ads will fail even before they start running and some successful ones have common characteristics. It is through this sense that I create ads which I think will serve better than previous ones. While writing ads for Google Adwords, we all rely on this sense, which develops through experience alone. Key to develop this sense is to study the ads and just try to figure out why one is success and other is failure.

Let us talk about the ads that fail, and learn to avoid them.

Again from my experience I would share some characteristics of ads that push your conversion rate downward.

Ad aesthetics

it is an area, which is ignored due to laziness. A failed ad often has poor aesthetics. Not only image ads, Text ads too has to be written keeping this in mind. A question mark in wrong place, Exclamation and lack of punctuation at proper place adds to the poor aesthetics. Avoid it to get better results.

Message clutter

it confuses the reader. Don’t try to say too many things. Give a single clear-cut message. Best Ad is one which does not tense the mind of the reader, and invokes some involuntary action, an urge to take the next step. Avoid the clutter. If you are trying to say too many things, there is little chance audience would get attracted to any. Your buyer buys from you because you are unique to her in some way. Try to understand that and pitch accordingly.

Unjustifiable Call to action.

If you say Try it, You must give a solid reason before saying it. Present your “Try it” with a Punch. If the ad lacks that punch behind it, your call to action is useless.

Lack of scent.

A good ad conceals a hinted Wow on landing page. If it promises too much, traffic will call it a gimmick after arriving on landing page. Creating scent is an art which comes with practice and persistence. Try to drop this scent after analyzing the traffic and landing page carefully. This is not an easy craft, and you would hit the dot after many trials.

Lack of Phrases & Words from Landing Page.

You must not create an ad without going through landing page thoroughly. Users must be able to find what you are promising with ordinary diligence. If she fails to discover it soon after landing, she would call you a cheater.

Saying something which encourage rubbernecking.

Ads written with intent to create humor falls into this category. People will visit you to have fun, it won’t draw the attention of people who are serious buyer. Always try to talk about your products and services, if you say something humorous it would get the attention of wrong people.

Also See:

1. 1+9Bold Ideas for Writing Google Adwords Ad Text/Ad Copy that ...

2. User Behavior Anatomy: How You should Write your Ad Copy

3. Google Display Ad Templates Vs. Custom Uploaded Image Ad - A ...

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Writing Adtexts to Boost Conversion of Your Adwords Campaign – Strategy!

Some adtexts convert better than others.

Some ads have better CTR than other.

To get optimum CTR and Conversion, You need to continuously test ads for performance. Some phrases do the trick, experiment them as much you can. From my experience with managing vast number of campaigns I can tell you what works best, rather what has worked best for me and my clients.

While creating adtexts, it is always a good idea to do some searches on keywords you are targeting to see what people are already writing. Now, you have to evolve a strategy. you have to cut through this clutter.

There are some basic rules which you should learn first and there are some advanced strategies, which I would discuss later.  some of the points that you should always follow are:

1. If you are writing for search, don’t ever ignore the keywords, you have  in the adgroup. Use them as much as you can. Use them in Headline, text line & Display URL. More keywords you use, more attention you get.
   
   
2. Use at least 3 adtexts in an adgroup, and seldom go beyond 5.  Fewer adtexts would give you lesser choice of eliminating the worst performer. Also, fewer ads mean you are testing fewer ideas, and testing is the key to take your campaign to higher level. Too many would also be a problem, because then you won’t get enough data for each of them to eliminate the worst. More the data better the decision you make.
   
   
3. Always use some lines from the landing page itself. It helps maintain the scent, you already have dropped in the ad. Conversion happens because visitors sense something on reading the adtext, if she easily finds the same on the landing page, she falls in love with the website and is eager to take the next step.
   
   
4. Use call to actions like, Try, Buy, Get etc. Point to be noted here is that all call to action don’t give the same kind of result. Some does just the opposite of what you have anticipated. So, testing is again the key.
   
   
5. Always try to write Full Length Adtext. This means you should make use of all available character limits. It has been observed, full length adtexts perform better, with lesser chances of failing.

Above rules would help you get started with your Search Ads. For better results, you would need to keep on eliminating the worst performer and creating the new ones for further testing. You can in this way keep on trying and eliminating the ads, and hence, keep on boosting your performance to the next level. While refining you should keep in mind:

1. If wide variation in CTR is observed. Don’t knock out the High CTR ad, if it performs mediocre in terms of conversion. Very often you would find, low CTR ads give better conversion rate, but once you knock out the high CTR ad, QS of ADG start suffering, ad delivery deteriorates, and hence conversion rate drops and rather cost of conversion shoots up. So, while filtering always have your eyes fixed on CTR, which must not fall below the optimum.
   
   
2. Also while filtering, see if some Ad Keyword pairing would perform better, if shifted to a new adgroup. So, before knocking out try exploring if these ad-keyword pair may perform better in a different adgroup. If you can identify adgroup within an adgroup, it opens a fresh new opportunity.
   
   
3. Apply logic what idea converts and why they converted, if any ad has any conversion data to its credit, however poor it may be. If that ad you are going to remove had an idea which you can grasp, that gave conversion, try using that in combination with other ideas, in other ads.

If you find Adtext1 and adtext2 are top performers. Try to create Adtext3 which sums up the merit of the two. I call this Summation. This often gives wonderful results. If you can catch which idea is getting converted in those adtexts, you can always come up with a better ad copy.

Just like summation, also try removing something from the ads. sometimes you may hit upon a great ad copy doing this. You might be able to figure out what is turning off potential visitors, or even concealing something may actually be beneficial!

Keep on repeating the above two processes to continuously improve your ad copy.

Last but not the least, the real key to write great ad copy is to discover the persona of your buyer. If you hit upon the right trigger, you will gain great advantage over all your competitors. Always discover as much as you can about them.

Also Read:

1. 1+9Bold Ideas for Writing Google Adwords Ad Text/Ad Copy that ...
2. Red Signal to Green on Landing Page
3. User Behavior Anatomy: How You should Write your Ad Copy

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Adwords Editorial Guidelines - Who cares? Google!

 

Adwords Editorial Guideline regarding Superlative Claims:

Superlatives are words that emphasize superiority. In the interest of making sure users feel they are being treated in an honest, credible manner, your ad text cannot contain comparative or subjective phrases such as 'Best' or '#1' unless verified by a third party. This verification must be clearly displayed on your website. For example, if an ad claims to be the 'Best of the Web,' the site must display third party verification of the claim. A Forbes Magazine seal indicating this site received a best of the web award would be acceptable, and the ad would comply with this policy.

That is what Google says. Run some sample searches on Google, and you would find ads like:

Want to Sell your Car? Get the Best and Fastest Deal in Your City. Simple and Fast.

Buy/Sell Used Cars Looking for Ideal Secondhand Car? Zoom In for Best Car deals. Free!

Besides these you would also find ads which claims: Best of the web, cheapest ...

Similar is the case with Capitalizing Words. Adwords Editorial Policy regarding Capitalization:

A word cannot appear in all capital letters to draw attention to that word or phrase. For example, 'FREE' or 'NEW' would not be allowed. However, capitalizing the first letter in each word of your ad is allowed

See Below a Sample running ad:

Sensex 21,000 By July 2010. Get This Free and Exclusive Presentation NOW.

Another case is with policy on repetition. Adwords Policy Regarding Repetition is:

Repetition should not be used in a gimmicky manner or for the sake of promotion. Specifically, the same word cannot be repeated three or more times in a row. For example, an ad with the title 'Deals, Deals, Deals Here' would not be allowed. The ad title should be replaced with a phrase like 'Amazing Deals Here' to comply with this policy requirement.

A sample below which Google perhaps does not care:

Top 30 Trends Trends, Trends, Trends, Trends Time to find the next big thing!

All the samples used above are just few among what has caught my eyes.

There are many more, which pass through our eyes and we wonder, if google has some undocumented set of exception or these exceptions are for some select advertisers!

These are not the ads which I have chosen from new ones, I have seen them running for more than 3 months, and don't forget there are many more which are visible and running comfortably.

I don't have time to list more of them however, I would like you to do some research on your own and you would have your own list of exceptions, quite Easily. Just give it a try.

Also See:

1. Adwords Double Serving Policy after Diluting Restrictions.

2. Adwords Authorized Resellers - Beware of Them!

3. Google Adwords Free Vouchers - Google Freeconomics!

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Which gives better ROI - Image or Text?

I am not a great fan of Image Ads. I don't say, they are useless, but amount of resources they consume, seldom justifies their usage. Images are good when they are near to the Text Ads at presentation level. Again, they have propensity to entice wrong audience. If you just want clicks, its a good way, however if you want relevant people, better stick to text ads. I would go farther, and say, internet is not the right place to flaunt your image inventory. They tend to distract. They have a negative impact on tediously written copy. They often jeopardize the theme of the copy. Better think of achieving results through your texts, either in your webpages or ads. A suitably written text ad would always generate better leads than what you achieve through images. If you haven't experimented with images, i would ask you to start it today. Rethink about pages, with images, try removing them and test. you would always see,they improve your results. people who fail to create good copy, try to conceal it with images. i don't say, they fail to attract, they attract wrong people! An image can be interpreted in too many ways by too many people. They also, can change the meaning of entire context. One silly image can change the theme of entire page. Avoid them as much as possible. It is better, if you write a great copy without an image. Image Ads are good when they act as a substitute for text ads, in large format. You should use the slots meant for images, to push your ad copy instead!

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More than 25 characters long Headline!

Google adwords restricts the Headline of your text ad to 25 characters. Nowadays, people are reporting having seen more than 25 characters long headlines. for me this is not new. I am a very old user of DKI (Dynamic Keyword Insertion), and I know it happens through DKI. Way back in 2006, I had noticed some of the dynamically inserted keywords used to show longer than what they were supposed to be. I very often used DKI in display url, and was amazed to see sometimes, it extended to length beyond limit. What is new, is the proliferation of this usage! DKI feature in adwords is very old, perhaps as old as the program itself. However, after, 2004, google had hidden this file, which was already available on some old adwords learning center resources. People who were aware of it used it as a secret tool. Even many people within Google were not aware of it, till it became documented.

Earlier, It had escaped my conscious mind, but when people started discussing it how it happens, I started recollecting my past experiences. Many people think it is a new format Google is experimenting. No, it is not a new phenomenon. it is a very old thing. It has only become more noticeable now. Either due to some programming error, or intentional programming input this has continued to happen. Google now offers comprehensive tutorial on DKI. People use it as a shortcut method of campaign creation. Because of proliferation of this practice what was not so noticeable has become easily noticeable. I am no more a fan of this tool. This has its own drawbacks and lately i seldom use them. But, if you see sometimes, some keywords that cannot be substituted for any equivalent and equally emphatic line, because of restriction of characters, DKI may be a useful way of achieving this.

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Content Network - It is all about themes!

Content Network work on theme factor. It is not the Individual keyword theme that are matched, rather it is the whole set of keyword that is matched. According to the Google Official Blog:"by looking at all the keywords and ad text in your ad groups, our system matches the most relevant ads to the theme of that page.". Still I have found people working on individual keywords to target content. Typically an advertiser, I found uses different kind of tracking tags to determine individual keywords which are (un)profitable!! Analytics does not show content keywords and that is because it is not those individual keywords which trigger your ads, and you don't need to track them and mislead yourself about it. It is the entire adgroup which needs to match the targeted context. So, one should work on building Overall Adgroup theme to get the best placements. One should undestand it this way: Whenever you start adding keywords in a content campaign adgroup, think whether it would bolster, alter or diminish the existing theme. It has been observed that adding and deleting keywords may change the direction of ad delivery. People who work on individual keywords level because of false notion they hold about content matches often talks about the bizarre nature of ad delivery. if all keywords and adtext talks about a single theme in your adgroup, it is more likely to get placed to the targeted theme because of higher quality score and relevance and would give you higher Roi, compared to an adgroup which talks about everything. If you duplicate the search campaign which is based on individual keyword themes, they would lead you to the placements which are of similar General match, rather than highly focused one targeted by theme matched adgroups in a dedicated content only campaign.One observation I would like to share while making a content campaign. One should look at the keyword sets vertically and horizontally. Key lies in building strong theme both the side. Some of the important point I would like to share:

• Make a list of Keywords, single or two words, that describe the targeted theme.
• Populate these keywords both horizontally and vertically.
• Use these keywords in Adtexts
• Use them on Landing Page too, if possible

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Compelling Presentation: Some Ground Rules

Internet is a powerful medium. You find a very large audience here. Never before in the history of mankind such a large populace was accessible with so much of ease. However, people here are in great hurry and just cannot entertain everybody. They are highly intent driven. Everybody here has a very selfish motive to get the best of what she want. How much attention you get depends on how much you can demonstrate your ability to satisfy her. So, the key to success is not merely to present yourself, rather it is to compell them to come towards you like a fast moving ocean stream. A compelling internet presentation entice everybody to go to the next step. To achieve this, you need to follow some simple rules which I have discovered to be working behind every successful online campaign:

1) Key is Never Before: State some never heard Facts. They may be statistics, promise, performance or anything. People just love to see something which never had seen before.

2) Break the Code: I mean something which people never expected. Discover a dimension in your product or service, some unique charcteristic or Unique Usage which nobody has expected it to deliver. Or simply present them in such a way that will drive them crazy.

3) Bang with a Question: Ask an unambiguous simple question, that you think haunts your prospect. They tend to answer involuntarily and see you as a possible solution, even if you may not be. Just be sure you are doing justice with the context, visitor and your product.

4) Don't Say, Signal.. Signalling is the best way to drive a visitor to the next step. It also has the avantage of making others believe your offer is bigger and better than what it actually is. Signalling if done properly psychologically compels visitors to draw a picture of what they want and fit you there as an adorable idol. You always become greater than your actual size.

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"Yes" is the New Magic Word in Adwords

Free, Try, Hurry has been used for a long time in Adtexts. They used to give great result. For a long time their too much usage has made them corrupt. They no more do the magic they used to. Now, people are more convinced by Taglines like:

• Yes
• 100% Yes
• Yes Sure
• Definite Yes
• Yes We Can

The Last one Popularised by Barack Obama Campaign. I don't know whether it was intentional or not. But, anything around Yes is Magical. Just give it a try. YES YOU CAN !

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Conversion Jet Streams - Identify & Ride!

 

Adwords campaign often have uneven distribution of conversions across keywords, placements & Adtexts. Once, you start analyzing them, start clubbing the most impactful of them to come together to produce very high impact. You may find some keywords, adtexts & placements having higher conversion than the rest. Just start summing up the impact. Grab the best Idea, the best placement, the best keyword and write a suitable adtext keeping in mind the earlier conversion history of the campaign. Once you have done that you would find, streaming conversion coming at a never before rate, that may surpass the expectation of your most optimistic clients. Most of the ocassions I have exceeded the expectation of my clients were when I could identify or construct these jet streams. Sometimes they are a placement, with suitably written adtext and sometimes certain keywords where adtexts and position just do the trick. Sometimes, they are simply an idea around which entire adgroup is woven.

 

Also See:

1. Indian National Congress Projects Rahul Gandhi as PM Prospect ...

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User Behavior Anatomy: How You should Write your Ad Copy

 

If you cloud raed tihs wtihuot mcuh tiol, jsut pnoedr why you flet lsesr pian cmopred to waht you touhgt you may. It is bceasue, yuor mnid is Mroe Pworufl tahn waht you tinhk!!! Hmuan Bairn is porgramemd to raed the frist and lsat leettr of ecah wrod, if tehy are in crrocet odrer, no mtater how asbrud it may seem, any snae preson wuold be albe to pcik the snese.


The Morale of the story is that you tend to guage the top and bottom, introduction and conclusion, headline and last line of every thing. Whatever is between this top and bottom of each granule we analyse every day and every moment is simply seen through the bias of the outline. This observation may open your eyes, how important your headlines and Display URLs are and how people would sense the other two text lines in your ad. Open your eyes and write your adcopy accordingly!

Also See:

1. 1+9Bold Ideas for Writing Google Adwords Ad Text/Ad Copy that ...
2. Writing Adtexts to Boost Conversion of Your Google Adwords ...
3. Conversion Jet Streams - Identify & Ride!
   

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How to Write Powerful Adtext

AdText is Extremely important to get the desired result in your Adwords Endeavour. So be very cautious how you are going to produce those clicks through them. Apart from other important tips I have already discussed
It should amplify the uniquenes of your product. Remember only the uniquest ad will get the maximum attraction. To write a unique ad you must find out something in your product that will catch the eyeballs. Sponsered links are in the Right side on search result, so the text must be capable of turning the head of the user to catch his attention. Now the question is how to turn his head around, so as to get maximum qualified click. Check the page you want to place your ad. Try to have the feel of a user. Question yourself what is that special thing that will catch the instant attention of the user. Words like Free, Get 100% or something near to that do get you desired attention, but only these things are not enough for a lot of people are already using these stuffs. So you have to deise a winning strategy, and the wining strategy comes from the vision you are going to put into your ad. I have experience with writing many campaigns and from my experience I am sharing with something that really works.

Headline Text It is of 25 characters only and is shown in Blue color and also gets boldened if your text matches with query. So you must include some part of the desired query in it. Next you should build a phrase that compels arouses some interest in your ad.

First Line This is of 35 character and you must use this space writing what connects suitably with your headline. Here connection is of importance because if your idea suitably connects with headline, you are half done because bear in mind You Have to INDUCE a Motive in users mind. A properly written second line is a part of that.

Second Line This too is of equal length and so of equal importance. The care to be taken here is that THEME is not lost because a Proper Single Theme of Ad will only create a Motive in user.

Display URL You have enough room here to display your creativity. Don't go for usual style. Create something new. Use Proper Capitalisation to enhance the effect. Discover some strategy to make it UNIQUE on the page, which you can do by introducing capitalisation and tagging URLs with keywords or catchy words. Remember URL should be exact but you can add some stuffs if by typing into browser some page of that w/s appears. Use # after Domain name to insert keywords.

Test your ad for Uniqueness This step you need to follow after craeting the ad Text and visualising without reading the ad how it appears. Mostly, Headline URL and boldened Words are worth giving attention, infact they will guide the Glance of users on search page. Try rifining it.

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