Often capitalizing the first letter of each word in your ad
can make it more readable, and more impactful. And believe
or not, even capitalizing key letters in your URL can draw in
more traffic.
Use the word simple at the beginning of your last line and compare..
Good CTR is not a good measure for YOU. It is for Google but not for the merchant.
You can make a missleading ad which gets GREAT CTR but it does you no good if everyone leaves immeadiately.
Make the ad clear clear clear and let the chips fall where they may. Watch for the good ROI.
Ads that roll more naturally off
the tongue will often be more effective in bringing in clicks.
Been my experience too.
Often capitalizing the first letter of each word in your ad can make it more readable, and more impactful.
A definite winner I found after trying both ways. Ads with too much lower case look "weak" like newspaper classifieds.
And believe or not, even capitalizing key letters in your URL can draw in more traffic.
One letter made a big difference. It's not like I'm trying to deceive anyone, but I have my domain all lower case, the name of the sub-folder where the merchant pages reside is named for them and the first letter is capitalized.
I think a lot of less web savvy users think my domain (without the www) is a "slogan" for the merchant and the folder name starting with a capital letter means they think of this as the actual merchant giving my ads additional credence. And I don't care what anyone thinks of that approach :)
Use the word simple at the beginning of your last line and compare..
Simple? I don't suppose you're recommending that for every sector?
This is a Wonderful Widget For
Simple Customers?
Nyet, I also find adding prices in the ad where appropriate definitely helps with profitability. I had the habit of omitting prices when several items were to be featured on the page. Those were my break-evens at best. Now I add the most attractively priced item on the page to the ad.
patient2all
Have you tested if the adverts is better off if directed straight to the landing page rather than the homepage?
First, I should clarify that when I mentioned a folder containing "merchant pages" those are pages I designed laying out a merchant's goods. In some cases, I use the same domain for different merchants.
However when testing direct to merchant vs. landing page, landing page is winning for the following reasons:
1) An ad going direct-to-merchant suffers from competition from other affiliates and perhaps the merchant themselves. Therefore using the merchant doesn't "win the auction" enough to draw in the clicks required to find customers. A "landing page" will show on every search with sufficient budget at a much lower CPC.
2) On landing pages, I can include offers for other merchants on sidebars, etc. which increases income.
So unless there is no other competition for the merchant's domain name, I'll always run from my own sites now. That's the exact opposite of what I did last year.
patient2all
Something that could be looked as slightly rude...
Something like "You are UGLY! Now get some of this WIDGET to fix that"...
I know it is brutish, but would it create a sort of a buzz?
"Don't Die But..."
that has been profitable but not outstanding.
Another ad stated
"Don't be a Girly Man""
It got hardly any clicks compared to other creatives in the same AdGroup.
Aside from those, I'm usually more traditional in my approach :)
patient2all
I believe that high CTRs are critical for improving your ROI. If the CTR is good that means I've got prime AdWords positioning/pricing which greatly affects my bottom line. Your ROI is affected by: Filtering unwanted traffic, generating relevant ppc traffic and and then of course sending that traffic to a great landing page.
MakV, you are right that it's usually better if the ads roll smoothly off the tongue. But there's more to it that than. I've noticed that there seems to be something about the visual appearance of the ad also. I've done extensive testing using upper/lower case only, combinations, various punctuation, ads with/without www's, etc. and to be honest, the preferences for ad types tends to vary depending on demographics and subjects. Just switching the exact same words from one side of the ad to the other can sometimes make a huge impact on CTRs. Sometimes all lower case gets great results and other times, I can't get a decent CTR unless I capitalize the first letter of every word. There are no exact rules or guidelines when it comes to upper/lower, punctuation or www/no www.
When I set up an ad where the impressions will be high, it's possible for me to make two to four ad changes in one day. If the impressions are slower, it may take two or three days for me to test ads. I like testing with two or three ads max unless the traffic is extremely high and allows for more ads (rare).
As for good, relevant landing pages...they are a must. A great landing page can determine the success of any Internet marketing strategy.
