Need PPC Help?

Creating Relevant Ads That Get Clicks

If you missed it, you can read PPC Help – Ad Creation Tips Part One here.

When you first start creating ads, the most important thing that you need to remember is that they must be relevant with what your users are searching for. You need to “speak” directly to the person researching your topic. A lot of PPC training material glosses over this topic, and that is very unfortunate. It’s so important!

All of my experience has shown that specific ads that speak directly to an individual person have the best overall impact.

I know that this sounds fairly obvious, but it needs to be said.

How do we achieve this?

In order to help ensure the most relevancy possible in your ads, make sure you are using “tight” ad groups instead of large keyword list groups.

For example, if you are an affiliate who is promoting a Dog Training e-book, then instead of having just one ad group with all of your keywords lumped in together, I recommend you have at least four ad groups including ->

Dog Training

How To Train a Dog

Dog Obedience

Dog Lessons

Now, you can create at least four separate and specific ads, one for each ad group. Your ad for “Dog Training” is going to be specialized for training, while your ad for “Dog Lessons” will be geared towards lessons. The “Dog Training” ad will definitely have the word “training”, since my keywords under “dog training” have the word “training” in them as well.

I also recommend that your Landing Page be optimized for each adgroup as well. Sometimes this is not possible. If you are an affiliate and you’re direct linking to the offer, chances are you cannot send traffic to an optimized page. By the way, direct linking for affiliates is dying a very fast death (especially on Google AdWords). Affiliates must learn to adapt to this new market or perish. But that is another post for another day!

Why so many Ad Groups in my PPC Campaign?

1) You will earn a higher quality score.

Not only will Google give my ad a better quality score if I have “dog training” in my ad AND in the landing page, but it will also make the words BOLD in the ad copy! This will help direct browsing eyes to my ad. Creating smaller adgroups with targeted ads and landing pages also helps Google determine ad relevancy within the Content Network.

2) Your customers will relate to your ad.

Understanding your market will help you write an ad that speaks directly to your customer. It helps to ask yourself some questions about your potential customers:

Who are they?

What is their biggest problem (relating to this topic)?

Why is your product the best soultion for them?

What will they lose if they don’t buy your product today?

What are their other interests?

Are there competitors in your market?

Anything you can do to better understand your customer will help you create a specific, successful PPC ad.

3) Your conversion rate (sales or opt-in) will skyrocket.

When Google loves you (high quality score) and each customer relates to your adcopy (High CTR), they visit your landing page which is designed to show how your product is a tailor-made solution for them (They make a purchase or Opt-in) = Successful Campaign $$$.

Have you subscribed (over there on the right hand side) to receive all the updates in this series?? Go ahead… Ya got nothin to lose!

P.S. Hope you’re ready for tomorrow’s installment in the PPC Help Series:

PPC Help – Ad Creation Tips Part Three: Headlines that Rock!