10 June 2010
Posted in Online Marketing
Our monthly Google AdWords summary report arrived yesterday. Normally, I tend to just file these emails almost without looking at them, but just at the bottom of this one, I noticed some tips for writing better ads:
Include keywords in your ad text (no, really?)- Improve conversions with a strong call-to-action.
- Test your ads.
All good advice of course. However, the examples given in the call-to-action tip were very weak for a service business like estate agency.
I've written several blogs posts about Google AdWords in the past and although I've mentioned the call-to-action, I've not gone into any detail.
An AdWords advert has four lines, best used as follows:
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The headline (match the keywords being searched for)
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Line one (sell the benefit)
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Line two (trigger an action)
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The display URL (reinforce brand and message)
The key is to both tempt and to inspire urgency to click on the advert. Not to buy yet, just to click.
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What calls-to-action have worked best for your business?
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