Writing Google Adwords Ad Copy For High CTR

1. SOC [Spy on Competitor's]
2. AIDA [ Attention, Interest, Desire and Action]
3. USP [ Unique Selling Proposition For Your Ad ]

Headline

The headline of the AdWords advert needs to closely match the keywords your potential visitor will have used when searching. These keywords should match your product or service.

Advert creation

When creating the main 2 lines of your advert, you need to capture their attention with a compelling message. Here are some tips for writing effective messages:

These are the most powerful words in the English language (according to a Yale University study) so aim to include one or more of these if possible:

You
Money
Save
New
Results
Easy
Health
Safety
Love,
Discovery
Proven
Guaranteed

Include figures wherever possible.

A useful tip is to include the price in your advert if you might otherwise attract the wrong type of visitors. For example, we only offer Adwords courses during the day and not evening or weekend classes, so we include the price of $130. Visitors seeking the evening and weekend classes are put off by the price as they are usually seeking cheaper college courses. They, therefore, do not click the advert, which saves us money in the long term.

Consider asking a question which conceals a benefit. This will increase your Click Through Rate (CTR) hugely! For example

Adwords Courses
Did You Know Attending Our Adwords
Courses Can Enhance Your Career?
www [dot] website [dot]com

Write multiple adverts to test against each other. For the same set of keywords, ensure you create between 2 and 4 adverts. This will allow you to test different messages and appeal to different personality types. Run them against each other and see which advert performs best. As soon as you identify the worst performing advert (which will have the lowest Click Through Rate), delete it and create another one. You should always be aiming to beat your currently best performing advert to make the most of your money.

A common mistake is to leave the adverts running indefinitely against each other. Ensure you monitor the adverts on a regular basis - at least monthly and ideally weekly.

The display URL is the web address where you will be sending people. It is worthwhile capitalising the first letter of each individual word within the URL e.g. www [dot] website [dot]com This ensures each word stands out, and it also helps to build brand awareness for your name even if the potential visitor does not click on your advert. Additional tips including using subdomains which are based on keywords. Subdomains are folders or different areas within your website. An example is www subwebsite[dot] website [dot]com where the word subwebsites has been added as a subdomain.