#4 — Analyze Ad Text Based on Data and Positioning Value
The next thing to look at are the ads themselves. Are they written clearly? Do they include the right positioning points, the right calls to action? Are they driving the right kind of traffic to your site.
There are a LOT of ways to optimize your search ads using advanced tools such as sitelinks, product listings, call-outs, and ad extensions, but – for now – I’m going to focus on the core ad text itself.
Take away all of the additional elements that can serve alongside your text ad, and you’re down to the basic ad text format.
This is where you look at the ad to cover three key questions:
- Is it relevant to the term that is being searched?
- Does it speak to the unique positioning of the company?
- Would it entice a customer to find out more?
What you are looking to do is drive clicks by qualified individuals who are more likely to convert. It’s a careful balancing act between increasing click through rates (a good thing) while increasing conversion rates (an even better thing). Because paid search campaigns are charged by the click, a high click through rate can be a blessing and a curse.
- A high click through rate is a positive sign for Google, will drive more potential customers to your site, and will positively impact your quality score.
—- However, a high click through rate that drives non-qualified people to your site will hurt your conversion, site usability, and return on ad spend. - Using keywords within the ad in order to pre-qualify users before they click (such as pricing), can benefit you because your engagement and conversion rates could increase.
—- However, a reduced click through rate could decrease your quality score and negatively impact your cost per click.
Ad testing is always recommended to improve on that balance between impressions, clicks, and conversions.
But always remember to stay true to your core messaging. Something that may drive clicks (e.g. cheap) may not be a keyword that you want associated with your brand.