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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Chapter 6. Writing Compelling Ads

In this chapter, we will cover the following:

  • Researching competitors' ads
  • Setting campaign ad rotation
  • Creating effective ads
  • Choosing landing pages
  • Implementing dynamic keyword insertion in ads
  • Avoiding common ad copy mistakes
  • Split testing ad copy
  • Editing your ad text
  • Pausing or deleting ads

Introduction

Ads are your opportunity to describe your business to potential customers and entice them to click through to your website. Since AdWords' ad character limits do not provide much space, you must convey your message concisely and choose carefully what to communicate. The most effective marketers test various messages and special offers to find the most effective ad copy that attracts visitors most likely to convert.

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