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The Art of Ad Text in AdWords

Writing Ad Text may seem an old fashioned, mundane part of your PPC campaign management but it is actually vital to its success to get right.

What it will aim to do is gain the most clicks by relevant buyers as possible to your site.

Although a high CTR will cost more in theory, since it will generate more clicks, it also is one of three main components of the keyword quality score.  This will greatly effect the cost per click. A low QS can make it 4 times more expensive than a top QS score. These can be checked for any keyword within AdWords, which breaks these down in the following ways;

The Components of Quality Score are:

1 above average, below average, or average CTR

2 above, below or average Ad Relevance

3 above, below or average Landing page experience.

We don’t know exactly the algorithms used by AdWords to evaluate Ad Relevance, but it is related to both the keywords and the content of the landing page. The way it evaluates landing page experience is a mix of user behaviors, and features of the landing page design.

This is why Ad copy is so important, it will factor into not only the usefulness of site visitors but also impact quality score very considerably.

Focus on the Main CTA

Firstly, the Landing Page should be designed around your core Calls-To-Action and USP’s. If this is dfone well, it makes it easier to make your ad text similar which may impact on the relevancy factor of QS.

Your ad text should also be built around a Call-To-Action. But, even though there is more room than there used to be, you cannot stuff all your CTA’s into one ad. Identify the *one* CTA for the main headline.

There is room for more especially in your Sitelink Text and Callout Extensions.


Whilst in an ideal world you might test dozens of variations in practice, most marketing campaigns use focused low volume keywords and so you will not obtain the traffic to allow for experimentation of hundreds of ads in dozens of ad groups

So, identify the ad groups with the highest volumes of clicks, and isolate your experiments to these.

Then, identify themes or similarities of the best 2 or 3 ads. These should be the same themes you would use for similar products or keywords. Yes, its a good idea to ensure at least an instance of the keyword in the ad copy, but stuffing multiple times will not automatically increase the Quality Score.

Where you have multi-word long tail keywords, you may not be able to ‘stuff’ all the words into the copy in a desirable way. It may not actually help anyway. It can be better to match only some, and even the use of semantically similar but different words may help with the CTR.

So it would be good practice to copy ads which are similar enough with a high CTR from other ad groups, with those where you are matching the copy to the long-tail keywords you are bidding on which are more accurately similar to the keywords.

Switch Off Ads in Ad Groups with Low QS Keywords

But, however you do this, it’s important to monitor the quality scores. You can do this in AdWords by selecting the keywords tab, and then select the columns button, on the drop down menu select Quality Score (QS), and the options are there. Select these and you will have columns that will show the three components and Expected CTR is one of these. If keyword QS is low due to low CTR, then switch off ads that have low CTR in those ad groups. You may need to try some new ones from scratch.


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