Ad Copy for your adwords campaign
Welcome back pop clickers! To another of my PPC Glossary terms for you to digest today. Recently I have concentrated on the slightly more nuts and bolts terms that are usually more commonplace within the PPC Management world.
Today I would like to start leading you toward the Ad creations within your campaign and terms that relate to this field.
The term I have for you is – Ad Copy
When you simplify the structure of any Pay Per Click campaign it all seems to make a bit more sense. I like to look on a campaign as Book. The campaign being the Book title the Ad Groups being the Chapters and the Keywords are the text within the book. Beyond this simple format you have Adverts. I look at these as the cover of your book.
Like the cover of any good book you can get a good idea of its contents from the first impression ( In this instance you must judge a book by its cover) These ads need to be direct and targeted toward the search terms within. You would not like to got to the library and choose a love novel and open the cover only to be confronted with a book on the do’s and dont’s of cross stitching. Your "Ad copy" or "Ad Text" needs to be very targeted and relevant toward the keywords within the ad groups of the campaign for the simple reason that Google take into consideration the relevance of keywords – Ad Copy – Landing Pages of every campaign when handing out the Quality Scores.
Having very unrelated text within the ads will ultimately result in a bad quality score and a higher cost per click. The Grammar and punctuation must also be kept in line with Google processes. Overused punctuation and misspellings will result in your ad being paused until corrections are made. It is always a good idea to keep track of your ads whilst they are under the review system ( Google’ manual check over ads) in case any become paused or retracted for any reason. Superlatives are also not allowed within the ads, to say you are the best or the cheapest are big no no’s.
Ad text is the first step in the paid search process that you can screen out any unwanted clicks so be clever, brief and honest. Add prices if they are compelling, any free or discount options also are a winner.
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