Earlier, we wrote a blog post giving an overview of AdWords best practices. Now we are starting a series of blog posts that will dive deeper into optimizing your campaigns and increasing your AdWords ROI. The first post in this series will cover testing and optimizing ad text.
Why Should You Optimize Your Ad Text?
By creating an effective ad, you increase the relevance of your ad to the keyword that triggers it, and therefore the probability that someone will click on the ad. By increasing your click-through rate, you take an important step in improving your quality score. Quality scores are very important because the higher the quality score you have, the less Google charges to place your ad in the higher positions on a search page. Therefore, you are increasing the number of potential clicks you can receive while also lowering the amount of money that you pay for each click, giving you more bank for your buck.
How Do You Optimize Ad Text?
A common misconception is that comparing small changes to an ad’s punctuation or grammar comprises ad text testing. Instead, it’s about testing various versions of the more influential aspects of the ad such as the featured offer or call-to-action, ad extensions, or the structure of your campaign. Be sure to have Google rotate your ads equally so that you may be able to compare their performance on an equal basis.
An important consideration to take into account is the metrics you use to determine which ad performed better. While click-through rate is commonly used, it may not be the correct metric to use for your campaign. Consider the goals of your campaign. Are you simply trying to drive people to your website? If so, CTR may be a valid choice, but it would still be wise to utilize metrics such as bounce rate to see which visitors actually stayed on your website, as those that immediately left are not quality visits.
If your goal is to drive leads or purchases, it would probably be in your best interest to focus on conversion rates. While the ads that deliver the most clicks will most likely have high conversion numbers, you may find that this is not always the case, and that ads may be delivering a high volume of traffic, but the traffic is irrelevant to your website offerings.
In the next blog post in this series, we will cover optimizing your landing pages in order to further increase your CTR.
Need help increasing your Google AdWords ROI? Contact Launch today!