All too often we see excessive language in pay per click advertisements. Characters are limited, so it’s important to make the most out of what you’re given. There’s no room for excess information! Unnecessary information could include elements such as empty adjectives or clichés. Using words such as “Great” or “Quality” without adding an incentive does not draw the consumer in or make your ad copy stand out. A more effective use of characters would be to stress the more important aspects of your deal such as “Free Shipping” or “Overnight Delivery”. Location, phone number, and contact information for your company or service is also information that can be saved for integrated ad extensions or displayed through a Google Places Ad. You only get 2 description lines- Use them wisely!
While your company may rank number one for its own brand organically, it’s important to remember your brand’s ranking in paid search. Trademark policies do not prohibit competitors from bidding for the #1 spot on your brand name. Often times competitors will feature an extremely competitive ad or bargain deal with the sole intent to steal customers. It’s important to still bid on your branded terms to ensure visibility in the number one position. The impact on your overall PPC investment will be minimal because CPCs for branded terms will be naturally low.
We suggest breaking out your branded terms into their own campaign to more effectively control spend and impression share. This ensures maximum visibility when users are searching for your brand.
Research is a vital part in continuously optimizing your pay per click campaigns. It’s important to find out what works and what doesn’t. Running a preemptive AdWords Campaign can give you insight into which advertising tag lines attract the most attention, and which keywords give you the greatest CTR. It’s best to develop your official AdWords Campaign with solid statistical information. Over time you’ll realize certain ads will not get you the ROI you need. If you come across an ad that is not working, drop it from your campaign. It is more important to refine what is working than to fix what’s not.