Continuing on from yesterday's first steps to setting up a pay-per-click (PPC) campaign with Google Adwords, today we're moving on to step two: grouping the keywords into campaigns and writing the actual adverts.
Like with the page title and description shown for organic search results, the text shown in your advert is all you have to convince people that your website is the answer they were searching for.
While your keyword research may have shown you that 1,500 people are searching for your phrases each month, you will need your advert to be strong to achieve even 5% of that traffic. That percentage is called your click through rate (CTR).
In order to make your adverts attractive to achieve a good CTR, you need to target them as specifically as possible to each visitor profile you have identified. To do this, split your keywords into logical groups.
For instance, an estate agent in Crawley who is looking to focus on both the sales and lettings market around Three Bridges station, would create two "Campaign" records in the Adwords Editor software:
- Three Bridges Sales
- Three Bridges Lettings
Within each of these campaigns, they would then group keywords with a similar purpose together. The lettings campaign might end up with 6 groups of keywords:
- Landlords in Crawley ("property management crawley", "tenant find crawley", "letting agent crawley", "rent my crawley property", etc.)
- Landlords in Three Bridges
- Renters looking for houses in Crawley
- Renters looking for flats in Crawley
- Renters looking for houses near Three Bridges station
- Renters looking for flats near Three Bridges station
Next, create each of these as an "Ad Group" underneath the relevant "Campaign". Each ad group will have separate adverts, which will allow you to tailor the advert text closely to target each visitor we are trying to attract.
Moving onto the adverts..
There are four parts of each advert that you can use to convince your audience to visit your website:
- The headline (25 characters)
- Line one (35 characters)
- Line two (35 characters)
- The display URL (35 characters)
As each of your adverts is now tightly focused, you should be able to include several of your keywords in your advert text. This is important as Google will highlight words that match the search query in bold. E.g. the whole headline in this PropertyADD advert matched the search phrase "estate agency software".
It is worth creating at least 2 or 3 different adverts in each advert group so that Google can rotate them. In this way, you will be able to compare the click through performance of each advert over time and begin to make informed improvements that will increase your CTR.
Use your advert text to sell the benefits of what you offer: the best fees, 20 years of local knowledge, etc.
Writing good adverts with such little space available is a real skill and will take some time. It's worth it though - a 5% click through rate, compared to 1% would mean 60 more visitors out of those 1,500!
Don't forget your call to action!
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