Google Ads/AdWords: Optimization Ideas For Your Ads  

 

 

43 Commented Sample Ads Aurel Gergey Google Ads Copywriter 

 

 

 

Reader’s thoughts 

 "Very interesting." Jan Salowsky, website-tuning.com  

"When the inspiration for creative Google Ads is missing, or if a new approach to copywriting is needed, this e-book can help you."  klickkomplizen.de  

"Aurel Gergey demonstrates how to optimize AdWords ads and what is important when it comes to copywriting. I highly recommend it." Bernd Röthlingshöfer, werbepraxis-aktuell.de  

"Easily readable with really good tips."  Fiona Ammann, vorsicht-starke-worte.de   

"Gets to the point well."  Richard Hanke, hanke.me  

  

    Optimize Google Ads / AdWords: 43 commented sample ads   Copyright: Aurel Gergey, gergey.com ISSN 1660 4482-11, Published January 2020 You can quote excerpts from this guidebook thank you for the list of references   

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The ads are the only thing potential Google Ads customers see – they tip the scale between success and failure. The more effective the ad text, the more clicks, and with higher quality, come higher prices per click.  In this guidebook, I explain some advanced techniques for optimizing Google Ads. I give an overview of the respective tips and show concrete evidence through sample ads.  Please note: My mother tongue isn’t english (it’s german), so not all my words may have been chosen wisely. I hope you benefit from my tips nonetheless.   

Table of Contents 

  3 Creating pressure with    compression-techniques 7 Including the audience with questions 11 Creating relevance and pseudo-relevance 15 Victory through cheekiness 20 Build up the price 24 Magic with numbers 28 Using the address line for additional   content 32 Drawing in with attractive words 37 Creating trust through recommendations 41 Exaggerate by 10% 45 Some general tips 49 Additional chapter: Landing page   recommendations     61 About the author 

  

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Creating pressure with compression techniques 

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AdWords ads need to work quickly; first of all, there is little space, and secondly, little time available, for sending messages towards men or women. The ads should not only convey the content – they must also, third of all, with their content, set themselves apart in the eyes of the people.  One possibility, in how to deal with this challenge: Increase the pressure – reinforce the promotional power, with which your ads excite the audience. For example, by accommodating as much content as possible, in a small amount of space.  There are two approaches available: Content Compressing, that is the sorting out of unneeded message-elements. And/or formal compression: the omission of unnecessary letters and words.  

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………...………...………...………...………...………...………...………...………...………...…………  Cotton Suits    The Original. Since 1997.   The best online shop for fashion!  www.herrenausstatter.de  With this ad, the Nobel prize in Literature will not go into the hands of herrenausstatter.de. Despite that, or perhaps precisely because of it: the telegram-like, verb-free short sentences communicate clearly and quickly. "Since 1997" or in other words: "We are good, otherwise we wouldn’t have been here for so long.” ………...………...………...………...………...………...………...………...………...………...………... 

Testing with different websites  Google Website Optimizer.   Register now & use for free!  www.google.com  When you are not able to substitute a long word with a shorter one, you can simply try shortening it. Meaning "try", because Google doesn’t like to see excessive shortening. A second trick applied here: a three character long “and” is replaced by an "&". Orthographically not completely clean – but effective. ………...………...………...………...………...………...………...………...………...………...………... 

Losing kg by Kg  Simply lose Kilos  Look here right now.  www.erfolgreich-abnehmen.com  Widely spread abbreviations communicate quickly. Such "short words" are more "looked at" than "read" and are therefore immediately understood. Even when seen often. ………...………...………...………...………...………...………...………...………...………...………... 

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………...………...………...………...………...………...………...………...………...………...…………  Advertising  Efficient & Targeted  www.gutewerbung.ch  Basically, the following applies: the more you tell, the more you sell. No rules without exception – as is often said. You can stick out, by saying less. If the little you say is good. ………...………...………...………...………...………...………...………...………...………...………... 

Yes  Finally a Mailing,  that brings success and profit!  www.profitexterin.de  The headline is the most important line of all: It decides, whether the reading will be continued or not. The writer places a lot of power and advertising effectiveness into a single, short and never before seen “Yes". ………...………...………...………...………...………...………...………...………...………...………... 

Suck out fat  Vibration technology: gentle, precise,  affordable. Initial consulting free of charge.  www.riverside-center.ch  Where it would usually be written as: "Vibration technology is...", the colon saves two letters. The subsequent list also gets rid of a closing "And“. ………...………...………...………...………...………...………...………...………...………...………... 

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Including the audience   with questions 

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 Siegfried Vögele writes in his book "99 rules of success for direct marketing":  "Formulate your sales letter like a response to unspoken reader questions. Reason: The unspoken reader questions are the basis of the written dialogue. If the reader doesn’t receive answers to his imaginary questions, the dialogue stops. Just as a customer, whose questions the seller ignores.”  This can be transferred to Google Google Ads advertising - which is said to be the direct marketing of the 21st century. Not only can you answer such unspoken questions in your ads, you can also include the questions in the text.  If the reader's questions are reflected in the ad text, this signals understanding to the audience - they think: "They obviously know what I'm asking myself and why I use Google". If you formulate the right questions, you will be trusted to find an appropriate answer. 

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………...………...………...………...………...………...………...………...………...………...…………  Liposuction Zürich?  Swiss Quality for  Affordable Price  www.riverside-center.ch  Ads can significantly gain on advertising effectiveness, when the title bar gets a question mark attached. Even without changing the rest. 

………...………...………...………...………...………...………...………...………...………...…………  Saving Tips?  How to save money Tips for saving money right now. www.vnr.de/Gratis-Ebook-Sparen  The more the question asked depends on the follow-up answer, the better. 

………...………...………...………...………...………...………...………...………...………...…………  Suits Stylish and Cheap  Is it possible? Top-Quality suit super Cheap?  It is. Grab it!  www.neckermann.de/Anzug  Question marks need not necessarily only appear in the title bar. Here, the question mark is installed as a kind of "sales dialogue". ………...………...………...………...………...………...………...………...………...………...………... 

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………...………...………...………...………...………...………...………...………...………...…………  High-price island Switzerland  Which products are really expensive in Switzerland and why?  www.vimentis.ch 

The structure of this ad can also be extended to other markets: A tight headline, which outlines the topic, continued by a text with an explanatory question. ………...………...………...………...………...………...………...………...………...………...………... 

Looking for a partner over 60?  Serious prospects for  successful rendezvous.  Since 1980  www.maria-klein.com  Question marks in Google AdWords are also suitable for narrowing down target groups. Fending off the wrong visitors is at least as important as attracting the right ones. Classic targeting is often not sufficient for this. ………...………...………...………...………...………...………...………...………...………...………... 

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Creating topicality and pseudo-topicality 

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 "I must not forget to later buy some diapers and oh, the next installment for the Audi is due, my headache is driving me nuts and in five minutes that important meeting begins, oh where were those documents..."  ....most people live a far too cluttered life with little inner readiness, to note themselves AdWords-ads for later eventual use. Meaning: It may be worthwhile, to give reasons for an immediate click.   One of the most effective arguments for more immediate reaction is the creation of relevance. Show your audience, how it’s worth it, to click right now. For example, because your offer fits the current season well. Because it’s available right now. Because it’s available for only a certain amount of time. Or because only a limited number of it is available. If no real relevance can be manufactured, creating "apparent relevance" is possible: One acts, as if what’s offered is relevant.   "I’ll have a look at it later", usually means, I’ll never look at it. Creating topicality can prevent this.   

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………...………...………...………...………...………...………...………...………...………...…………  New Year, new Job  Top-Positions in all Industries. Get information & apply now! www.topstellen.com  It can be worthwhile to take up motives that already exist subliminally - in the sense of a “flying start”. That still: I am otherwise no friend of exclamation marks in Google Ads. However, they can strengthen the call to action - and therefore be useful. ………...………...………...………...………...………...………...………...………...………...………... 

Spring into action  Bring spring into your advertising. www.frei-text.ch  The beginning of new seasons can be used for advertising, you can tap into the "untapped external energy" of the season change. ………...………...………...………...………...………...………...………...………...………...………... 

New TRX now cheaper  Introductory price until the end of March.  Only while Stocks last!  www.fitagon.ch/TRX  Here is a double whammy: a time limit plus an additional limitation of the quantity of goods offered. ………...………...………...………...………...………...………...………...………...………...………... 

Credit Suisse Premium interest rates Secure a 1.75% interest rate on your savings account now.  Only up to june 30th.  www.credit-suisse.com  

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This ad is a "Drama Queen": The time limit is not presented, but is effectively staged by means of the word “only”. ………...………...………...………...………...………...………...………...………...………...………... 

AdWords Success 2012  How to multiply your AdWords sales: find out here. www.strack-internetwerbung.de  If no real topicality is available or can be produced, it may also be that a more or less "artificial" topicality exists. With "2012" the provider suggests that he is a part of the new wave. ………...………...………...………...………...………...………...………...………...………...………... 

MS Access Support  6 employees are online. Ask your question now. www.justanswer.de/Access  Riding the border or already going too far? It could hardly be possible that the vendor edits the ad text in real time according to the number of specialists who are online. Nevertheless: it works well and shows whose ad it is: someone who is working very hard. I have clicked it already. ………...………...………...………...………...………...………...………...………...………...………... 

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Victory through cheekiness 

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 Case study: Short after industrial production started, the Kellogg Company came to a supply shortage – and launched a now legendary series of advertisements. The headline read: "Please don’t eat roasted cornflakes for 30 days." The effect was unintentionally cheeky – and impressively, the demand multiplied.  You can also be intentionally cheeky. It must be questioned however, whether cheekiness fits the companies’ style. A balancing of interests, which is not always easy. I recommend: At best, you do the test. With Google AdWords you can easily check the effectiveness of more offensive statements. Without a long-term undertaking.   As David Ogilvy once aptly said: "You must first attract someone, before informing him– no one’s bought anything in their sleep.” Cheekiness helps you wake up.                  

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………...………...………...………...………...………...………...………...………...………...…………  The 7 mistakes of leadership  Do you also make these 7 typical management mistakes?  www.vorgesetzter.ch  No one likes to make mistakes, and no one likes to get caught making mistakes. Also interesting is the use of numbers (many of the techniques presented here can be combined to increase effectiveness). ………...………...………...………...………...………...………...………...………...………...………... 

A free Website  that even a grandma can create? Now easily built with jimdo.  www.jimdo.com  The approach of including old people in the advertisement is cheeky here. The choice of words as well: the casual “grandma" looks familiar and friendly. ………...………...………...………...………...………...………...………...………...………...………... 

Grill  Let the meat sizzle! Buy a new grill now conveniently  www.ricardo.ch/Grills  Here, an otherwise dry search engine hit page is watered with an appetizing, sensual invitation to start the new barbecue soon. ………...………...………...………...………...………...………...………...………...………...………... 

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………...………...………...………...………...………...………...………...………...………...…………  Online marketing anything  with Internet and Social Media-Advice…  www.versionzwei.com  He, who can afford himself such a relaxed way of advertising, must be good – and it would probably be comfortable to work with him. Statements that resonate between the lines here. ………...………...………...………...………...………...………...………...………...………...………... 

Off to Romania  Top holidays at rock-bottom prices.  Really, everyone can go there.  www.ebookers.de/rumaenien  It can be worthwhile, not only to inform the people, but also at the same time entertain them a little. As shown here on a pun – which works as a Trojan horse: The joke doesn’t fizzle into nothing, but remains relevant to the ad. ………...………...………...………...………...………...………...………...………...………...………... 

Nothing for ungood  Sounds somehow wrong? Then off to  www.panke-sprachreisen.de  Errors stand out, people are fault searching, creatures of pattern. This mechanism can also be made useful in AdWords-ads. Attention though, approval by Google is not easily available – the errors must serve an idea. ………...………...………...………...………...………...………...………...………...………...………... 

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………...………...………...………...………...………...………...………...………...………...…………  Used is old news  Today there is DACIA. From  CHF 8,900. 3 Years Garantee!  www.dacia.ch  The targeting can also be cheeky: Here Dacia applies the use of keywords. Such an advertisement is normally not expected in this environment. ………...………...………...………...………...………...………...………...………...………...………... 

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Build up the price 

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 The success of AdWords ads can be illustrated with the following formula: Advertising impact = offer quality x hit accuracy x price.  The better the offered product, the more accurately it’s aligned with the buyer’s interests and the cheaper it is, the more it’s usually clicked and bought.  The most important and most frequent method of making the price more interesting is: to lower it - or not to lower it, but to present it as low. Also consider the search engine hit environment: How expensive are related offers of the competition, how do the other providers deal with the price?  Set the price inhibition threshold as low as possible. If the actual offer is expensive, think about offering a favorable “initial offer” as a bargain. If you sell services, his could be a free consultation, for example. Or an information event, to which you invite people.   

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………...………...………...………...………...………...………...………...………...………...…………  10 Gb For Chf 3.90  fastl, easy & cheap Special offer now.  www.hosttech.ch  

 A headline with a double advantage: You firstly communicate the low price – and secondly draw in visitors who can estimate the price/performance ratio. These visitors have informed themselves in advance and are more willing to make a purchase. ………...………...………...………...………...………...………...………...………...………...………... 

Pool Chair -47%  Pool chair now much cheaper.  Find real bargains!  www.shopping.de  Indicate the discounts visually, not just through information: It could be worthwhile. Here, a minus sign in combination with a number and a percent sign communicate the discount quickly and clearly. The strange discount amount (47%) only heightens the curiosity. ………...………...………...………...………...………...………...………...………...………...………... 

Success with Google Ads  AdWords agency optimized  Your account from just 99 €!  www.gandke.de  "From just 99 €!" suggests that the offered price is cheaper than somewhere else or just in general – although the range of services is as unclear as the question whether 99 € are really cheap. ………...………...………...………...………...………...………...………...………...………...………... 

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………...………...………...………...………...………...………...………...………...………...…………  Dunlop Bargains  Only stealing is cheaper:  Tyres at guaranteed lowest prices www.pneupirat.ch/Gratis-Lieferung  Superlatives should be enjoyed with caution, as they are carefully checked by Google. If you're the best somewhere, that's an invaluable advantage. Here supplemented with a trust-building guarantee. ………...………...………...………...………...………...………...………...………...………...………... 

Sennheiser Here  Conrad gives you the shipping costs.  Value 12.90 CHF www.conrad.ch/versandkostenfrei  Others offer free delivery, Conrad turns it into a gift. Personable, smart, strong. ………...………...………...………...………...………...………...………...………...………...………... 

Windows virtual Server  Windows Virtual Server:  Save up to 25% now!  www.hosteurope.de/Virtual-Server  If you don't want to limit yourself to an exact discount amount, an “up to” formulation is recommended. ………...………...………...………...………...………...………...………...………...………...………... 

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Magic with numbers 

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 Using numbers in Google Ads, is twice as useful.  Firstly, numbers can be considered "condensed words”. "2191" is read significantly faster than two thousand one hundred and ninety-one.  Secondly, there is something magical in numbers. Perhaps it is precision and clarity that leaves us human beings fascinated – the error-fearing beings that we are.  Numbers in AdWords ads are most common in one of the following applications: price designations or volume details. However, the use of numbers is not limited to this. 

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………...………...………...………...………...………...………...………...………...………...…………  Liposuction from 460.-CHF  Special offer now!  High standard – low price.  www.beautymax.eu  Instead of hiding the price, it is often better to communicate it. You can do that without letting the cat out of the bag. ………...………...………...………...………...………...………...………...………...………...………... 

Liposuction  Liposuction since 1993:  Experience from 5000 operations  www.fettabsaugen.ch  This surgeon waived the quoting of the price, but not the use of numbers. The impressive numbers leave you in no doubt, it must surely be the work of a specialist. A place where you are ready to pay a bit more. ………...………...………...………...………...………...………...………...………...………...………... 

1 Month 16kg weight loss  Quick weight loss, without yo yoing. The new fat killer. With guarantee.  www.abnehmen.slim-line.info  Language purists would complain that "1" is not correct, it would have to be "one", e.g. "One month from now". Such rule transgressions are always a balancing act. A good middle-ground between advertising effectiveness, and the confidence-reducing side effects should be found. ………...………...………...………...………...………...………...………...………...………...………... 

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………...………...………...………...………...………...………...………...………...………...…………  100,000+ carpets  In stock – free shipping.  Many colors, huge selection..  www.benuta.com  I stumbled across this ad while setting up the apartment. The "100,000" clearly stood out from the gray monotony of the remaining ads. Of course, such an ad idea is not applicable to any industry. But it shows that the creative possibilities of using numbers are unlimited. ………...………...………...………...………...………...………...………...………...………...………... 

Find class photos from  1951 1952 1953 1954 1955 1956  1957 1958 1959 1960 1961 1962  www.stayfriends.ch  Right, this ad idea is not applicable to any industry. But it shows that: the creative possibilities of using numbers are unlimited. ………...………...………...………...………...………...………...………...………...………...………... 

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Using the address line for additional content 

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 Consider the web address of your ads as part of the text. The address line is usually just as important as the title line - it is often read directly after the heading. Before all the rest of the text.  All kinds of messages can be accommodated in the address line. Most can be divided into two categories: strengthening and further clarification of statements already made above – or accomodation of additional, complementary messages.   But be careful, as it is not always sensible, to use up all of the available space. Sometimes less is more, and sometimes shorter ads, get you higher up. 

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………...………...………...………...………...………...………...………...………...………...…………  Car rental in Cologne  Book from €8.99!  With winter tyres & Navigation.  www.interrent.com/Koeln  The easiest way to get more out of the address bar: to include important keywords. Can also be done automatically, using keyword placeholders, (which can increase the relevance of the ad, and thus lower prices per click). ………...………...………...………...………...………...………...………...………...………...………... 

BMW year-old car  Very young and already run in: buy a dream car at pkw.de.  www.pkw.de  

The usage of several terms in the address bar, creates a problem of visual separation. Commonly used option: underlines. ………...………...………...………...………...………...………...………...………...………...………... 

liposuction Zürich?  Dr. Conradin von Albertini   Is here to answer. On the phone, as well.  www.riv.ch/fettabsaugen-antworten  Another demarcation approach: the hyphen. I find it pleasant and "fluent" to read. The address text refers directly to the initially asked question – and increases the overall effect.  ………...………...………...………...………...………...………...………...………...………...………... 

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………...………...………...………...………...………...………...………...………...………...…………  Learning from the competition  Read your competitor’s cards with sistrix.de!  www.sistrix.de/_jetzt_testen  An occasional problem with the use of the address line: the Web address (top level domain) can visually merge with the additional statements. This is solved by underlining the additional statement. ………...………...………...………...………...………...………...………...………...………...………... 

Copywriter-directory  Find your Freelancer+Projekts.  projektwerk: Simple registration! projektwerk.com/_VieleTexter  The web address itself can only be written in small letters. But in the additional statements, capital letters are also possible. This appears more noticeable and easier to read. ………...………...………...………...………...………...………...………...………...………...………... 

Private detective agency in Berlin  Detective agency Berlin wanted?  Here you will find it!  www.we.com/Detektivi+Berlin  Another often seen sign to separate additional ad statements in the address line: the plus. Especially because it is unusual, it can be effective. ………...………...………...………...………...………...………...………...………...………...………... 

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Exhausting emotive words 

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There are a number of frequently used words that are strongly emotional. They are usually short and are perceived more as "pictograms" than "read". Their effect is therefore more immediate - it is almost impossible not to notice them.   The advantage of these terms is also their disadvantage: They are well-known, sometimes distrusted and are usually seen as a warning. Yet, using them can prove worthwhile. If only to draw in the audience towards the ad.  Example Terms::  Action Ouch Cheap  Invitation Outrageous At last Disappointed  Experts  Gift Searched  Known  Free  Congratulations  Here Interested Yes  Now  Catastrophic  So what No  New Just  Price Issues  Fast  

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Nice  Save up Insane  Truth  For real                              

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………...………...………...………...………...………...………...………...………...………...…………  LINN Hi-fi -15%  Test now and save money.  Many demonstration devices.  www.linnhaus.de  Create urgency with the word ”now”. The biggest enemy of companies using AdWords is inertia – even if the product currently in use is worse and more expensive than another, customers tend to remain loyal to it. ………...………...………...………...………...………...………...………...………...………...………... 

How to write better?  Free-Ebook: "Write better"  Good expression makes an impression. www.gergey.com/besser-schreiben.pdf  Double use of emotive words: "How" indicates, that I offer the solution to a problem. "Free" indicates I'm doing it for free. ………...………...………...………...………...………...………...………...………...………...………... 

Quality ready-made garages  Exclusive ready-made garages from  Europe’s largest producer.  www.fertiggaragenpark.ch  Some emotive words offer multiple benefits. "Exclusive", for example, shows prospective buyers that high quality is being sold - and that only people who can afford the expected higher price are addressed. ………...………...………...………...………...………...………...………...………...………...………... 

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………...………...………...………...………...………...………...………...………...………...…………  Cleverly modernize yourself  Contact person for all types  of house modernization  www.moreum.org  Which emotive words are effective depends on the respective market. The ”cleverly” in this ad present this ads seller as an intelligent alternative to less intelligent and probably more expensive providers. ………...………...………...………...………...………...………...………...………...………...………... 

Pro AdWords-Campaigns  Revenue, ROI & increase of new customers.  Our experience - your gain.  www.yourposition.ch/adwords  The correct term would be: "Professional AdWords-campaigns." But, does it really matter, if the ad still addresses the right audience? ………...………...………...………...………...………...………...………...………...………...………... 

Dating?  New: Online dating in traditional dating service quality.  www.firstclass-date.de  "New" is one of the most attractive emotive words. Often worth a try. If there is no new offer, most of the time one can be presented as such. ………...………...………...………...………...………...………...………...………...………...………... 

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Gaining trust with testimonials 

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 A well-known problem of advertising: It can still be so sophisticated, the audience knows that it is a matter of seller segregation – and therefore sellers are mostly mistrusted. Often not without good reason.…  Lowering mistrust and gaining trust can, for example, be achieved through the use of third-parties: customer feedback, reviews, surveys.   The more authentic a testimonial, the better. It is often noticeable when testimonials are faked – and is unpleasantly touched. That's not to say fake testimonials are always ineffective. It should be left to others to ethically judge such ”creations”.  Attention: Before using a testimonial ask for your customer's approval. Not everyone is willing to give it, but from experience, most are.   The more specific and detailed a customer feedback is, the more sales promoting it usually is. This demand can't be completely fulfilled in the limited space AdWords-ads use. It is important to find acceptable compromises between the amount of text and the effect of advertising. 

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………...………...………...………...………...………...………...………...………...………...…………  Marketing-Advice  "SKP is the No.1 Marketing-  Consultant" - manager magazine www.simon-kucher.com  It would hardly be profitable to sing your own praises. But when others do it for you, it is a lot more effective. To accommodate the entire wording, an abbreviation had to be used here. ………...………...………...………...………...………...………...………...………...………...………... 

Bauhaus furniture since 1997  The No.1 according to Stiftung Warentest  70% cheaper than retail  www.bauhausmoebelonline.com  

The more prominent the source of the testimonial, the better. The image of those quoted wraps itself around the ad like a warm royal mantle. ………...………...………...………...………...………...………...………...………...………...………... 

Pension-scheme   Financial test 12/08: "Test winner"  Request an offer now! www.europa.de/  It can be worthwhile to formulate the feedback in a researchable manner. As shown here. I hardly believe, anyone searches for the "Financial test 12/08" to verify the claim – yet it is worth mentioning. ………...………...………...………...………...………...………...………...………...………...………... 

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Better-writing.pdf  "Content rocks, the exterior rolls"  "Better than some lectures"  www.gergey.com/Gratis-Ebook  I have put together this ad completely from testimonials as an experiment. Works well and proves itself. ………...………...………...………...………...………...………...………...………...………...………... 

"I had Psoriasis"  My Psoriasis disappeared  like snow in the sun. www.equimilch.com/stutenmilch  I resist against finding this ad interesting. Yet I do. Probably Testimonials of this before/after type are aimed at the curiosity of a broader audience. ………...………...………...………...………...………...………...………...………...………...………... 

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Exaggerate by 10%  

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With Google AdWords, your ads stand out – or fall through. One way to stand out: Exaggerate a little. With an emphasis on "a little". The threshold from effective clarification to dissuasive hyperbole is quickly crossed.  The exaggeration can be serious or with a little wink, depending on the respective market and starting position.  One can only exaggerate, if he has a statement of at least some value available. To find such statements and narrow them down can prove useful. Even if they are not so sharp verbally.  "He who emphasizes everything, emphasizes nothing. This also applies for statements in advertising. As it becomes harder to find a crucial unique fact, many find the approach of advertising unique features as outdated. In reality, only the search has become more difficult nowadays." Says marketing expert Ralf Langwost. 

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………...………...………...………...………...………...………...………...………...………...…………  Big-eyes guarantee   Learn to take pictures better:  700 Video courses, 24-hour free test.  www.fototv.de  A guarantee with a wink, heightens the market performance of the ad in an effective manner. The ad text provides evidence for the claim in the title bar – and thanks to that, balances out the ad statements quite credibly. ………...………...………...………...………...………...………...………...………...………...………... 

Buy BMW  All BMW-Models here on AutoScout24 at great prices!  Autoscout24.de  "Great prices" sounds pretty promising – without a concrete promise. And without defining anything exactly. ………...………...………...………...………...………...………...………...………...………...………... 

Agency wanted  Perhaps Switzerland’s most beautiful  Advertising agency  augenweide.so  It’s hard to prove which advertising agency in Switzerland is the most beautiful – but it sounds seductive, to say the least. This ad is, in its exaggeration, an emotional statement as well. ………...………...………...………...………...………...………...………...………...………...………... 

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………...………...………...………...………...………...………...………...………...………...…………  Ambulatory liposuction  With Microcannulas, without anesthesia.  Immediate results.  www.ddrheinrich.com  Whether the results are really immediately visible is rather doubtful in view of postoperative swelling. Despite that, it still sounds good. ………...………...………...………...………...………...………...………...………...………...………... 

Wedding rings  Time travel prices now  The great wedding ring campaign  www.trauringschmiede.de  Time travel prices "is a poetic and therefore legitimate exaggeration”. I’ll put up with it gladly. ………...………...………...………...………...………...………...………...………...………...………... 

Adwords-Optimization +153%  AdWords-Optimization  from only 400 € for more success!  www.premium-adwords.de  I don’t think, that the success of AdWords optimization can be accurately measured in percentages. But the ad still appeals to me, the exaggeration is elegant. ………...………...………...………...………...………...………...………...………...………...………... 

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Some general tips 

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Do the "Cleaning ladies test"   Let your ads be read by an uninvolved third party (after telling them the underlying keyword) – and refine your ad based on the feedback. Ask for an opinion: "What do you expect on the landing page after hearing the ad text? Repeat, in your own words, what the ad says. Have you understood everything, is something unclear or ambiguous?" 

Let the competition inspire you   Analyze the search results pages that your search terms generate. Take a note of what statements achieve organic results and what statements the competition is using. Your ads need to stand out – you must be different from other ads; you can only get to that point if you know the other ones. 

Use the Ad Preview Tool   If you want to find out, which ads in certain regions are connected to certain words, use the Ad Preview Tool. Choose a keyword and a Google-domain, language and target region, when you want to see ads in a preview. In this way, with a click of the mouse, you can find out in which regions your competitors advertise, and draw your conclusions from there. Another advantage: you can check your own ads, without negatively influencing the history (impressions are not counted when using the ad preview tool). 

Follow the editorial guidelines of Google  Find them here, there are many... When ads are rejected it can sometimes be worth to simply delete and create them again or just to make a simple change (e.g. to add or remove a period in a sentence). This will often land you a different AdWords representative, and the ad will be approved. If anything is out of order (in the AdWords-ad or website), it will surely sometimes come to light. The quality control is rigorous, which is a good thing – only if the ads are relevant, is the user 

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experience good, and only when the experience is good, will AdWords last. 

Use keyword insertion  Put advertised keywords into your ads – if a user types a search term into Google and recognizes it again, he is more likely to click on it..  The easiest and most versatile way to do this is by using keyword placeholders. With the keyword placeholder-function you can insert a small piece of code into your ad text. AdWords will, every time you ad is displayed, automatically replace the code with the keyword, which triggered your ad. This way the relevance of your ads increases, while the creation of several ads with a large number of keywords will be simplified.   Here you will find Google's manual for keyword placeholders. Supplementary note: keyword placeholders can be used in all lines of text, not just the ad title. This makes it possible for keywords, to appear several times in a single ad. Warning: No keywords with umlauts for the display URL, they cannot be displayed.  

Create new ads rather than changing existing ones  Don’t change your ads anymore if possible, after you found an optimal combination of individual elements. Every small change makes sure that the ad is considered a new one, and therefore has to be checked again. Since the text is considered new, all previous click history is lost.   Better solution: create new/alternative ads, letting the old ads be displayed, and later deciding which of them is the best one.  Often, not even the text needs to be changed but rather just the destination URL – for example, to adapt to new tracking codes or to test out a new landing page. You can also enter the target URL at 

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keyword level - without touching the ad text. Simply highlight the appropriate keywords, choose "keyword settings Edit" and register the address. 

Taking care of keywords  "Google asks for a lot of creativity from copywriters. Because even the best AdWords-ads flop (on the basis of high CPC), if the keyword quality factors are too low. Rule of thumb: All keywords with the quality score 1-3 should be removed, and care taken, that at least 50% of the keywords have a quality factor between 7 and 10. If that is achieved, you can let your ad text creativity run loose..." according to AdWords specialist Manfred Engel. 

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Landing page recommendations 

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 Definition The "AdWords landing page" is the page which you reach by clicking an AdWords-ad. The landing site is ideally an important extension of the ad, with both mutually dependent. Or, on the other hand: The ad is ideally a condensed landing page. Towards what should attention be paid when optimizing landing pages: some tips by example of my newsletter 

The basic AdWords-ad  Looking for marketing quotes? Here are new sayings in the subscription With archive. Subscribe now! www.gergey.com/zitate  

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Triggering action 

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Definition What principles apply for AdWords-ads, also apply for landing pages: They must supply needed information in order to make the next step in the sales process – and the information must be delivered in a way which will actually be effective. Tell your potential customers what you want, how and why. 

Recommendations  Note: Please also note the guidelines of Google regarding the design of landing pages. 

Align them with individual landing pages, applying advertised keywords. Campaigns are often designed in a way that a large number of booked keywords, all refer to the same site. That is suboptimal. The more “granulated“ your campaigns are, the narrower the scope of associated keywords per campaign or ad group should be. 

Tell the visitors loud and clear what you can and should do as the next step. Do not be afraid to do it with a resolute character ("Order", "Call"). 

Offer several possible responses, which heightens the reaction probability. For example, next to the e-mail address, prominently display the phone number or add a contact form to the landing page. 

Point towards further information. Often times, before the visitor will want to buy or react, they will want to gain some deeper information or insight.  

Grab the statements you use in the ads and use them continuously. It’s recommended to use the statements from the best ongoing ad. Display, for example, at first a temporary landing page, afterwards test the possible ad texts and formulate the landing page only when you managed to fish out the best working ad text. 

 Whether a landing page is in working order or not, can be recognized by the fact if it’s working what it should do. This can often be measured e.g. The landing page may be constructed in a way, to make testing 

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possible. Perhaps by including a contact form or a secondary link which has to be clicked. 

Also tell your customers what happens after you respond. Here’s how it works: "Next you will receive a confirmation e-mail – and in the future, a monthly fresh quote." 

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Title   

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Definition In addition to content aspects, formal aspects should also be considered when creating a landing page; occasionally one flows into the other. For example, in the title. The page title – is the headline of a website page (here the landing page) – can be found in the source code as follows: <title>Here is the page title </title> 

Recommendations  Make sure to incorporate the central search term (or central search terms) – in the beginning of the page title if possible. The text should sound natural without being artificially overelaborated. In any case, refrain from listing a series of search terms. And use every search term only once. 

The content of the landing page should be neatly summarized in the page title. 

Limit the length of the page title to around 60 characters, including spaces. The fewer words you have, the more importance they carry. Both, for visitors and search engines. 

Pay attention to correct common spelling. No PERMANENT CAPITAL LETTERS, no all lowercase, no c u t t i n g off, no piled up ####special characters####. 

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H1-Headlines 

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Definition On the web it is simply not enough to just boldly mark the headlines. Search engines (and screen readers, for the visually impaired), cannot differ between "Boldly-written text" and "headings ". You need to help them there, using H-Tags. The judgment of Google AdWords, among others, relies on these H-Tags. 

Recommendations  "H" stands for "Heading", "H-Tags" stands for "Headline Tags". The following applies: Tag, basically every title with an H-Tag. Since there are important and less important headings (perhaps main and sub-headings) a total of six H-tags are available: H1, H2, H3, H4, H5 and H6. 

"H1" is used to tag the most important headline of each text, the next one with "H2" and so on. Make sure that, the most important headline is tagged "H1" and that it contains the main terms of the corresponding AdWords ad group.   

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Flowing Text 

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Definition “Flowing text" means the text below the heading. 

Recommendations  Make sure that all necessary information is easily available – formulated in a clear understandable way. 

Also make sure to let the most important search terms again appear in the flowing text. 

Pick up the main message of the ad and explain it. 

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About the Author 

 

  I am Aurel Gergey, a copywriter specialised in Google Ads – the advertising program by Google.  

    Whether ads, landing pages or E-Mails: The text decide the success. In short, better words sell better ™.  Contact:  gergey.com linkedin.com/in/aurelgergey facebook.com/gergeyaurel  instagram.com/aurelgergey twitter.com/AurelGergey  

 

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