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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Quality Score Troubleshooting

In campaigns opted in for search network very often shows deterioration of Quality scores. Below 5 quality scores are a problem and must be addressed as quickly as possible. The steps you need to take are:

1. Check the CTR of the keyword, If it is Poor, start thinking of restricting the traffic by introducing more restrictive match type. If it is broad go for phrase or exact.
2. Check the magnifying glass next to the keyword in your account, it has three ingredients:1) relevancy, 2) landing page relevancy, 3) landing page load time. If first factor is poor, you just don't need to look into the landing page factor.
3. Check the Quality Scores of other keywords and try to identify the most common term causing this poorness of QS. It might be some single word or phrase. Like send, deliver etc. You should be able to identify the word/phrase which is behind the relevancy problem.
4. Write an ad text using the identified word/phrase, in the same ad group.
5. Try shifting these ad texts and keywords in a different ad group for better performance.
6. If Landing page relevancy is also a problem, you need to change the landing page either at keyword level or add an ad text with more relevant landing page.

To give a better idea of the steps involved in this process, I would use a real life example. Suppose I am running a flowers campaign and I find a keyword stats like:

Keyword:[send flowers delhi] CTR: 6%, Quality Score: 3, Match Type: Exact, Magnifying Glass says Keyword Relevancy is poor.

In this case CTR is high, match type is most restrictive and keyword is potentially most rewarding. I dig deeper and find out, most keywords with send initials are showing lower quality score. Now I have two apparent solutions to this problem, either I should create an ad with the phrase/word in the same ad group, or I should shift them to a different ad group entirely. Soon after creating a new ad with detected phrase, you see that QS shoots to 5, which is OK. If you further move it to a separate ad group, it might shoot up to 7 too.

similarly, if you get the problem is with the landing page, you should start experimenting with more relevant landing page which has the phrase written on it. In most cases, changing the destination URL at keyword level would be enough, however, if many keywords are affected it is better to shift them into another ad group with more focused creative.

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Google Ad Auction Insight.

Google's chief economist talks about, Google ad auction. For the first time he has given some valuable insight into quality score. How it works at ad delivery level, and pricing level. Important Revelations are:

1) It is not the actual price that your second closest competing ad pays, but the bid, and quality score of your competitor, which determines what you would pay. Watch for his explanation of equation: P1 x Q1 = B2 x Q2 implying, P1 = (B2 x Q2)/Q1.
or, P1=Ad Rank of Next Ad / Q1.

2) Quality Score Ingredients are: CTR, Relevancy and Landing Page, weighted in decreasing order. Relevancy is a different factor from landing page, it is about relevance of Keywords in your account to the ad and Searched Query. Up to here, it has nothing to do with Landing Page. Landing Page is a separate factor which are judged according to Relevant Original Content, Ease of Navigation, Quick Load Time, Transparency about business and what you are going to do with information collected from users.

3) Also Look for how Ads are disqualified from showing. He possibly reveals with this presentation How with Ad rank Formula, which includes Quality Score, which includes Relevancy factor, Google chooses the span of search queries to be matched against ads and keywords. Broad match comes to Mind!!!

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Does Google Extract Data from Exact Matched Search Query Only?

The debate is closed. Many people have accepted this, after some discussion. Fact that gives it strength is - Google Adwords Account shows only one quality score per keyword even if they are used many times with different matches. I am suspicious, because I have reasons to be. What if, it is due to including entire traffic against a keyword and attributing same QS to all match type. I have decided to conclusively answer this question. So, I would be setting up an Adgroup with Keyword - [keyword] match type. It would mean, if google extracts data from only exact matched keyword type then, this situation won't show any change in QS over time. Let me see, I would post the result soon.

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How Quality Score Discriminates Big and Small Accounts

Quality Score shown into your adwords account includes, many relevancy factors including average quality score of all the keywords in your account. Larger the size of your account, more stable the score becomes. This is a sort of inertia developed within your account around which all keyword level Quality Score tend to align. Larger your account size, more stable this number becomes, lesser the deviation of Qualty Score at Keyword level. But, this means larger account gets the benefit of this average and wins in situations where Quality Score may act as barrier for smaller accounts. There are situations where some keywords which are of fringe importance for advertiser gains Quality Score because of this average, and wins over ads with perhaps more relevance.

So, larger the size of account, higher the exposure, lower the cost per click for you!
For small accounts Keyword level relevance is more important and because of lesser number of keywords can be afforded to go beyond the central theme, you are more likely to be punished whenever, you try to go a bit further. Why so? It is because every individual KW level Quality Score cause greater impact on account level Quality Score average, in a smaller account compared to what it does in a larger account. It is the reason why smaller advertisers find frequent account problems of keyword getting marked Poor compared to what Big advertisers faces.

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