Writing Ads

September 24, 2007 on 8:22 pm | In Questions and Comments | 1 Comment

I’m tryig to get a handle on writing good ads.  Here’s what I’ve learned so far:

1.  Writing a relevant ad and writing an ad that pulls clickthroughs sometime seem to be polar opposites because:

a.  An ad is most relevant if you can work in the keyword both in the headline and the ad text.

b.  Including the keyword in both places creates an awkwardness that makes good copy almost impossible.

c.  Sometimes the keyword is so long that it is impossible to include the entire keyword in the ad while writing good copy.

Am I on the right track?

So, how do you write an ad that is relevant (in Google) and also pulls clicks?

Also, how do you make an ad relevant when you have numerous keywords in an adgroup?

Thanks.

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  1. Peter,

    I think you are on the right track. As a general rule, including the search term in your ad text usually improves CTR, but you are right to make sure that you do not include the term at the expense of a well flowing ad.

    Whenever you are uncertain whether or not to include a keyword, keyword insertion tool, or leave it out entirely, you should create two or three ads and test each scenario.

    As for numerous keywords in an ad group, you should make certain that either; 1. the keywords are all closely enough related to be served well by the same ad or ads, or, 2. you can use most of the same text along with the keyword insertion tool to create good ads for the entire list, or 3. you should split the keyword list into smaller groups that accomplish goal 1 or goal 2.

    TOny

    Comment by Administrator — September 27, 2007 #

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