The only way to be sure that you are getting the maximum returns from your pay-per-click campaigns is by experimenting with different adverts and gauging the results.
Of course you should be fully aware of what makes good and bad copy, when you are writing your Adwords adverts. You should apply all the techniques you can muster, such as stressing benefits, using action words, and creating desire, but you will never know whether those will work on this particular day for this particular campaign, till you have tested them out.
I always start by choosing my keywords. Whether I have put the list together myself or used one of the automated keyword generating methods, the keyword list is the inspiration for the advert itself.
Then I carry out these three steps to ensure my adverts have a good chance of getting a decent quality score and appearing in the top 6 display positions.
Step #1 ?Relevance. Always put your keywords in your advert. OK, if you have a long list of phrases, then youre not going to get them all in, but there will probably be three common words which appear in many of the phrases. For example if your list is based around Self Improvement, then many of your keyword phrases will include words like goals, confidence or positive.
Weave those common words into the body and the headline, and dont be afraid of repeating them provided the advert still makes sense. These words will appear in bold when displayed with a relevant search and that helps them to stand out in the list.
Step #2. Old favourites. As well as using the keywords in the advert, it doesnt hurt to state the obvious and use a old , reliable approach. One of the headlines I always test, at the beginning of a campaign is Looking for (keyword)??or Want (keyword)??/p>
Yes, this is obvious, but you would be amazed how many marketers just dont try it. If you think about it, thats exactly what your prospect is indeed looking for. If they type the words self confidence?into the Google search box, thats what theyre looking for. So why not give them immediately what they want? The obvious approach will get you noticed and more importantly, get you clicks.
Step #3. Try two more. My final stage is to write two more headlines over the same body text. These two also apply the rules of relevance and obviousness, but they are variations on the same theme. This is exactly what the Create ad variation?button in Adwords is for. You can create as many as you like and as you get more sophisticated you probably will, but for now three or four is usually enough.
Then all you need to do is have a little patience and wait for the impressions and the clicks to start coming in. Once you have enough, you can start to tweak the best performing ads and run the process again.
Follow these three steps and I guarantee that you will get good solid results to begin your testing.
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