By Helen Brown
It’s very common sense practice to regularly review your account to ensure that all is well. We all know that performance monitoring is essential! At the same time, I think it can be easy to become a little complacent with seeing results and thinking that no real further action is required. Whilst things may be looking good with your goal orientated statistics, make sure you remain hands on.
I want to mention my 7 favorite AdWords ad copy tips and tweaks today, whilst these are just basic ad copy rules, it can be surprising how many people don’t take full advantage of what can make your ads really shine out to a searcher. I hope that you find them useful!
- The Most Common Sense Point Of All – Think Like A User When Reading Your Ads. Be objective here! If it’s not performing, it shouldn’t remain there. The fact that you may like what you have written is besides the point, you are not the consumer. Sounds tough, but it’s the truth!
- Using Capital Letters To Make All Of Your Ad Copy Stand Out - And I’m not talking about the whole ad obviously, that would be a fast road to ad disapproval! But what you can do is capitalize the first letter of every word in the ad so it stands out more. Remember that all capital letters are allowed for acronyms and common abbreviations eg ASAP. Trademarks and brand names that are registered in capital letters are ok too.
- Ensure You Include A Keyword In Your Ad Text - You may think this sounds like a ridiculously obvious statement, but think about it. A user performs a search, your ad (and possibly other advertisers ads show in response too). Your ad displays with the keyword in bold, because the users search term matched your keyword, instantly making your ad stand out!
- Appropriate Punctuation Is Essential! - Adding a simple comma in a sentence can make all the difference to put more emphasis on a specific part of the sentence. Also, use a question mark where appropriate, you could take a basic sentence and turn it into a relevant question (for which your product or service is the answer). An exclamation point can draw extra attention. Using slashes to define different makes of a product can be a good way to showcase your offerings, and you can also use brackets in your ads if required.
- Give It A Real Call To Action – make sure you include encouraging words that create a sense of urgency. If you really want to engage with consumers who are ready to convert, give them your key benefit and create a reason for them to click through and perform the required action.‘Buy Today For Free Delivery!’ or ‘Buy Today With 10% discount!’ or ‘Limited Stock, Buy Now!’
- A Little Full Stop Can Make All The Difference - Do you want to make the first line of your ad copy appear with your title? All you have to do is include a full stop at the end of the first sentence. It really makes your ad stand out!
Image one shows the ad without the full stop in the first description line, so the ad shows with the title separate and the description lines either as two separate or one combined.
Image two shows the ad with the full stop in the first description line, so the ad shows with the first description line in the title separated with a hyphen. Much more eye catching!
- And Finally, Don’t Forget The “Ad On’s” - It can be so hard to fit all you want to showcase into a text ad, so why not try some ad extensions? They carry no additional cost other than a click through which you would expect from your ad anyway. Ad extensions are a great way to get all of that additional information displaying with your ad, this could be all the difference between making or losing a sale.
Good luck! 
