When it comes to web apps, it’s hard to top Google. With everything from their own online office suite to a full translation service, the question these days seems to be, what can’t Google do? Amongst all of this innovation has grown a service which is now relied upon by countless companies across the globe - Google Adwords. In fact, many of these companies rely solely on Adwords to introduce new customers to their services. Eggs and baskets? That’s another matter. Today let’s assume that you want to get on board with Google Adwords and make the most of the service - starting with the basics.
The Adwords program is a PPC, or Pay Per Click, service. In a nutshell it lets its users ‘bid’ to have their ad appear in relevant search results. So, if you sell golf shoes, you might say “I’ll pay up to a pound to have my ad appear at the top when people search for golf shoes.” The problem is that your competitor may pay up to one fifty. And they might have a more eye-catching ad. And their landing page might be more effective. And so on and so forth. As you can tell, launching and maintaining a successful Google Adwords campaign is somewhat of a balancing act. But worry not: below you’ll find a few top tips to ensure that your campaign soars to the heights of success - and stays there.
The first thing to remember when writing a Google ad is that it must be short. Not should be short, must be short. Google have restrictions on both the length and the content itself. Some of this is to do with legal restraints, some of it is down to Google. But the fact remains, your ad needs to be as snappy as possible. Try not to fall into the trap of thinking 'writing an ad is easy', because unless you're a copywriter or you've had relevant experience, you might have a tough time. Expect that you will have a few head-scratching moments, this is perfectly normal. The take-away here is that whatever your ad says, it's got to say it quickly. Less is more, and all that. Formulate a few different options that fulfil Google's criteria and run them past a colleague - you'll soon find something that's fit for purpose.
One of the biggest problems we see with Google ads is that they simply aren't original enough. If your advert says almost exactly the same thing as everyone else's, how do you expect to garner any attention? You've got to stand out against a sea of copycats. And the best way to do that is to break with tradition. Be surprising. Nothing catches the eye like brutal honesty. Perhaps use your top line to say 'the worst golf shoes around', then follow up on the next line with 'won't be found here'. It's cheeky, but it might just work. And nobody ever did anything great without taking a few risks, right?
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