Revision revision revision! Not a shuddering throwback to preparing for school exams but the attitude that needs to be respected when dealing with Google AdWords!
When writing your adverts you need to keep in mind that the actual text will probably need to be revised at some point. Slight phrasing differences can lead to big gains in click-through-rate (the percentage of clicks compared to ad impressions). You could try using more emotional words and phrases to ‘reach out’ to your potential customers.
The main point to bear in mind is that this is the only thing that your customers will see, all that work on your keywords and adgroups will be for nothing if your adtext isn’t glistening with clickability (I may have just made that word up).
So vary that text, run tests to see which phrases resonate well with customers and then note these down. Use your keyphrases as ad text and make sure your landing pages are relevant and optimised.
All these techniques will have you well on your way to running an effective AdWords campaign.
Some good tips in this video posted to the Inside AdWords blog:
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