Ad Text Optimization

Ad text optimization is a key step during the optimization process. Indeed, ad text is the only part of your AdWords account that is visible to the users.

You have to be persuasive and informative to entice users to click on your ad and increase ROI.
However, this is ok to experiment. Sometimes the ad text that performs best will surprise you!

Before you start, evaluate your ad text current performances:

• Identify strong performing ad texts. Keep them in the corresponding ad group
• Identify poor performing ad texts. Delete them.

Ad Text Tips & Best Practices

• Differentiate from competition
• Include specific information
• Make ads stands out– Special offers, unique qualities and promotional language (“discounts”, “free shipping”, “low price guarantee”, “price matching”, “award-winning”, etc.
• Focus on one specific product/service
• Use appropriate relevant URLs
• Use keywords in first line of ad text
  • should be an “eye catcher” (ask a question, make a statement, sum up specific product/service)
  • increases quality score
  • increases ad relevancy (search term in the title, keyword appears in bold