Continuing on our theme of creating Great Google Adwords Ads, today we’ll look at formating your ad. Last time, we talked about picking keywords and elements that make an Adwords ad successful. But, what does an Adwords ad look like?
Here’s a real Adwords ad that shows up in the first position in a search for “Shoes”.
Official Site. Dockers® Shoes In
Many Styles & Sizes. Shop Today!
- Well, they get the keyword in the ad multiple times.
- There’s a clear call to action — “Shop Today!”
Improvements on the Google Adwords Ad
- Personally, I don’t feel the copy is that emotionally charged. The writers spend too much time convincing you this is the official site for Dockers shoes, which probably doesn’t buy them a lot of interest.
- The offer isn’t that great — “Many styles and sizes”. Again, this doesn’t really peak my interest.
Let’s compare this with another ad
Shoes at Zappos.com
- The headline BEGINS with the keyword. The more prominently your keyword appears in your Adwords ad the more likely folks will select the link and visit your site.
- Zappos makes a compelling offer — free shipping both ways. This shows they know their target audience. The biggest single factor detracting from ordering shoes online is that you can’t judge the fit of the shoe or how it will look on YOUR foot. Free shipping both ways eliminates the expense and inconvenience of having to send the shoes back. It eliminates any risk associated with buying the shoes. This makes their Adwords ad very strong.
- They repeated the brand name multiple times, building on their strong brand recognition.
I hope this helps give you some ideas for creating more successful Google Adwords ads.
Next time I’ll walk you through using the Google Adwords platform now that you understand the marketing and structure of good Adwords ads.
I’m a Google Engage Agency – and I can help
Google gave me a limited number of $100 free coupons for companies getting started with Google Advertising. If you’d like one of these coupons to test the Adwords waters, let me know and I’ll set you up (normal consulting fees apply if you wish help in creating your ad).