Tips for Advertisers

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• Target the right audience

Target the right audience by selecting the language and countries that you want to target. For example, exclude all countries where English is not understood by a large percentage of the population.

• Test multiple ads simultaneously

Always test 2 (or more) ads simultaneously. This is what is known in the print industry as an A/B split test. Find out which one produces the higher click through ratio. Then replace the weaker performing ad with a new one. Continue this process in your never-ending quest to get the highest click through ratio possible.

• Include targeted keywords in your ad

Include the targeted keywords in the headline and the description of the ad.

• Sell the benefits

Spell out one or more major benefit in your ad.

• Include attention grabbing words in your ad

Start your headline with an attention grabbing word. For example, “Free:, New:, Bonus:, etc.”

• Use words that provoke emotion & enthusiasm

Use power words or call-to-action phrases that provoke emotion, enthusiasm and a response.

• Sell your Unique Selling Proposition

What makes your product or service better, or different, from the competition? Spell them out in your ad.

• Link to relevant landing pages

If an ad is for a specific product or service, create a landing page for the ad. Include relevant and useful information to convert the customer. Generally, a well designed landing page will almost always convert more visitors than if you simply sent the visitor to the home page.

• Remove common words

Remove common words, such as “a, an, in, on, it, of, etc.” Remove every word that does not absolutely need to be in the ad. Make every word count.

• Pick keywords that don’t cost more than they are making you

Track your clicks very carefully and ad groups as much as possible.

• Use proper grammar, punctuation and capitalization

Be sure that your ad text makes grammatical sense and uses punctuation where appropriate. You can use capitalization to your advantage by capitalizing the first letter of every word in your display URL to bring more attention to your company name and brand.