Writing a great AdWords PPC ad is a lot easier than you might think. It simply calls for consistent keyword usage, a call to action and creating a sense of urgency. However, a great ad does not stand on its own; it requires two additional components, a relevant keyword and a very relevant landing page. The combination of all three will provide you with the best potential for success in your PPC campaign.
It all starts with the keyword
The keyword is what triggers your ad to show. There should be a strong thematic relationship between a keyword and the text used in the ad. If your keyword is "fire extinguishers" your ad should include "fire extinguishers" within the text of the ad. A user is much more likely to click on an ad which includes text from his search query.
Don't forget though that all the keywords in your Ad Group will also trigger the same ad. Since you realistically can't have an ad for each keyword, the solution is to only group very similar keywords together within an Ad Group. The litmus test is to determine if every keyword in your Ad Group is actually relevant to your ad. If not, you either need to re-write your ad or need to pull keywords out of the Ad Group.
What to include in an ad
A Google AdWords ad is composed of four major components:
. Ad title - (25 character limit)
. Ad body - (70 character limit)
. Ad display URL - (35 character limit)
. Ad destination URL
The keyword should be incorporated into at least the ad title and the body of the ad. Including the keyword as part of the display URL is also highly recommended. The body of the ad should be as engaging as possible and should include either a call to action or it should generate some urgency. Below is a sample Google AdWords ad utilizing the keyword "blue widgets":
Blue Widgets Holiday Sale
Protect Your Home Today with Blue Widgets
Free Shipping This Week Only
A brainstorming session is a great way to start developing ad ideas. Write every idea down, wait a day or so, then look at the ideas again to see if they truly make sense. Don't forget that ad ideas should revolve around keywords.
You may also want to examine your competitor's ads and then find a way to improve upon them. To see competing ads simply type your keyword into Google and you'll see your competitors for that particular keyword. Analyze each ad and try to find one good concept in each one, then consider applying that concept to your own campaign. Ideally you want to create two or three ads and then test them simultaneously. By continually testing ads your click-through rate will slowly improve, as will your Quality Scores.
What about the landing page?
The landing page is what the search engine user is really interested in. His query led to an ad which he clicked upon because it was relevant. Now the payoff is the landing page, which should deliver the content implied by the keyword and the AdWords ad.
Ideally, the landing page should include the keyword in the page title as well as within the content. Of course the content should generally revolve around the keywords which trigger the ad. As long as your landing page is relevant and well designed, a visitor is likely to hang around and explore the rest of your site. However, if the landing page has no continuity with the ad and the keyword, you can expect high bounce rates and a frustratingly high AdWords bill.
The secret behind a great ad is relevancy. If the ad is relevant to the user's search query the likelihood of getting a click improves greatly. ?However, if the landing page is not relevant to the ad, all you'll wind up with is a lot of clicks, no conversions and a high AdWords bill. ?Try to consider the landing page as an extension of the ad and you'll rarely be disappointed in the results generated by your PPC campaign.