Tips to help you zero in on your potential customers.
In this tips section you'll learn how to:
- Performance: Improve your clickthrough rate
- Keywords: Bold your best
- Ad appeal: Write effective ads
- Test phase: Take your ads for a spin
- Reach the browsers and buyers
- Target your audience
- Analyze the results
Performance: Improve your clickthrough rate
Why is clickthrough rate (CTR) important? Your clickthrough rate is the number of clicks your ad receives divided by the number of times your ad is shown (impressions). CTR helps to determine your keyword's Quality Score, which in turn factors into the minimum bid assigned to each of your keywords. If your CTR is strong, you may place higher on the page than competitors bidding just as much or even more per click.
Care for your CTR by taking a step back and thinking like a consumer searching for your real estate services. Imagine what type of ad would draw your attention. Taking the time to spruce up your ads and experiment with different approaches could make you stand out and help increase visits to your site.
Keywords: Bold your best
For each ad group, include the keyword with the highest number of clicks and impressions in your ad title or text. Users will be more likely to click on your ad if it contains the word or phrase they just typed into the search box. Remember that any keywords you include in any part of your ad text are automatically highlighted in bold type when a user enters them as part of their search query, drawing even more attention to your ad.
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Ad appeal: Write effective ads
Some ads are more effective than others, and often it can come down to style. Think about your own online experiences. Have you ever clicked on a sponsored link? If so, what drew you to that particular ad? Perhaps you recognized a brand name that convinced you of the particular seller's quality. Or maybe a well-crafted ad gave you enough confidence to click the mouse and explore a new site. Try the following to boost your ad's appeal:
- Capitalize the first letter of each word.
- Avoid excessive punctuation and incoherent abbreviations.
- Intercapitalize the Display URL (AdWordsExample.com rather than adwordsexample.com).
- Highlight free offers such as loan calculators or listings.
- Include a specific call-to-action like "Call Today For Seasonal Offers."
- Send visitors directly to the page featuring the product or service you describe in your ad.
Compose a razor sharp call-to-action message in your ad text that highlights the action you wish the reader to take. For example, a great measurable call-to-action could be "Visit Our Website for This Special Offer." Phrases that highlight special promotions or offers can be especially helpful in capturing user attention. Avoid call-to-action phrases such as "click here" that could apply to any ad, regardless of content.
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Test phase: Take your ads for a spin
It can sometimes be hard to predict what types of messages will appeal to your target audience. The solution? Test multiple creatives within each ad group. For example, try testing out several different titles or calls-to-action. AdWords will rotate your ads, analyze their CTRs, and automatically show the highest-performing ads the most often.
Reach the browsers and buyers
A great way to expand your reach while still promoting your services to a targeted audience is with Google's content network, an extensive network of high-quality news pages, industry-specific websites, and blogs. It's a cost-effective way to show your ads on a wide variety of sites that consumers visit each day. By showing your ads on both search and content pages, you'll reach potential customers at all points of the buying cycle, from creating awareness of your services to closing the cycle with a conversion. And with the range of available ad formats' text, image, Flash, and video ' you can appeal to potential customers in a unique and eye-catching way.
It's a good idea to create a separate, content network-only campaign for the ads you want to show on the content network. This way, you can allocate your budget with more precision and test out new ideas without affecting your search campaigns. AdWords looks at the overall theme of your ad group to determine if your ad relates to a particular site, so be sure that each of your content network ad groups focuses on a specific topic and audience.
Target your audience
With a placement-targeted campaign, you can handpick your audience by selecting specific places in Google's content network to display your ads. Try showing your ads in places that will be seen by your target audience. Think about websites that your potential customers are likely to visit, such as the Real Estate sections of NYTimes.com, WashingtonPost.com, or local online news sites. Then, use the Placement Tool in your account to find available placements on similar websites and add these to your placement-targeted campaign.
Analyze the results
Use Placement Performance reports to learn where your contextually targeted ads are showing on Google's content network, and get site-by-site performance data, such as clicks, impressions, cost, and conversions, for all your ads running on the content network. Using the Report Center in your AdWords account, run a Placement Performance report to learn which individual sites generate the most conversions. You can then target these top-performing sites in a placement-targeted campaign. Source: Google
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