Adwords Conversion Optimization Series 10: Ad Review
Getting the best click-through-rate (CTR) on your ads is mighty important to achieving relevant traffic for cheap. And there’s a process you need to follow to get a high CTR.
Part of a high CTR has to do with selecting relevant keywords, but simply writing good ads can make a huge difference in your CTR too. Here’s the process:
- run about 4 ads for each ad group. Keep the ads running until they have at least 1,000 impressions each
- after a few weeks, pick the top performing ad and delete the others.
- write new ads to replace the ones you’ve just deleted
- rinse and repeat
By continually shifting through new ads, you have new opportunities to see what works.
When writing these ads, you’ll want to start by making major changes to your ad text. For example, you might have Ad #1’s headline be the name of your business, while Ad #2 has your catchy slogan for a headline instead.
By making the changes in your ads that are wildly different, you’re able to see which direction to go in. You may find that the ad with your slogan performs insanely better than the others, so you might save that ad and then make copies of it with very small differences for your next testing run.
As a “small difference”, perhaps you decide that you’ll simply swap description line #1 with description line #2. Or maybe rearrange some of the words in the description. You could even add a call-to-action such as “Call Us Today!” at the end of your ad (or at the beginning, but you’d have to test them against each other to see which one works the best!).
Headlines Are The Biggest Thing You Can Change
From there follows the ad text, and then the display URL. Keep that in mind when deciding how “major” of changes you want to make.
So start with the big stuff (like headlines), and then pair-down to minor changes. Measure which ones get the highest CTR, as well as the best conversion rate.
You may also find that some ads get a good CTR but a bad conversion rate. If this is the case, you have a few questions to ask yourself: Is your ad misleading? Do your ad imply that you’re giving away something for free, but when they arrive on your website they don’t get what they expected?
Whatever the case, ABT: always-be-testing!