Success with Google Adwords isn't quite as easy as some would have you believe.
Still just about anyone who is persistent can succeed if
they'll but implement a consistent testing program. Since
testing can produce a nearly constant improvement in your
click through rate (CTR).
Here's the surefire three-step formula that's as easy as
one.two.three.
1) Surefire Step #1: Develop Your Initial Test Ads
Notice I said ads not ad.
You want to present two competing ideas to your market
right away. Letting your prospects tell you which they
prefer.
Tip: Test headlines first while keeping the body copy the
same. Headlines can have a huge impact.
Tip: Set it up so Google serves up both ads equally.
Otherwise Google will present the ad that's producing the
most click throughs more often which will skew your test.
2) Surefire Step #2: Monitor Results
After 40 clicks review your results. Google displays the
ads under your listings. Showing the number of clicks
each ad got.
Here's early results from a campaign I tested:
Each ad was served up half the time. Yet one outperformed
the other by more than 50%. As one had a 1.4% CTR. While
the other only .9% CTR. So by doing nothing more than
setting up two ads I found one that was clearly a winner.
In case you're wondering I have no idea why one ad worked
better. And really don't care. Marketing is about "what
works" not so much "why it works".
CRITICAL STEP: You've got an ad that produces clicks. Now
you want to improve on that without wasting half your
impressions on an idea that may or may not work. So here's
the trick.
3) Surefire Step #3: Duplicate the winner. Add another
contender.
With three ads being served up equally the winner will be
presented two-thirds of the time. While the test ad will
only be shown one third of the time.
From here on wait until the challenger accumulates 40
clicks before deciding if it's better or not. (Unless it's
dramatically out performing the reigning winner.) If so
it's the new champ. If it is, or isn't, repeat Step 3
trying another idea.
CTR Boosting Ideas to Test
Here are five known CTR boosting tactics you can test:
- Put the target keyword in the headline. Google will bold
it to draw attention to your ad.
- List the big benefit on the first line of text followed
by the features. Does this generate more response than an
ad that simply lists various features?
- Capitalize the first letter of each word verses using all
lowercase.
- Do action inducing words like. sign up, new, right now,
today, buy now, save now, apply here .impact response?
- Qualify by including the price.
Result? Over time you'll improve your CTR driving more
traffic to your site. Making you a winner in the Adwords
game.
This is why I say you don't have to be a marketing Einstein
to develop Adwords ads that work. Just know a little bit
about your market's hot buttons and the market will tell
you the rest.
See? a surefire formula that's as easy as one.two.three.
So what you waiting for? Start testing today for more
traffic tomorrow.
