Writing smart adwords
I’ve seen lots of adwords campaigns which have burnt up thousands of pounds, delivered lots of traffic, but precious few conversions. The writers of these campaigns have failed to realise that you have two contradictory aims with adwords:
1. To attract some people (those who will become customers)
2. To discourage some people (those who just browse but not buy)
Too many campaigns are vague and imprecise in content (another problem is poor keyword selection, see previous post).
Forget trying to cram in your entire marketing message into 95 characters. Instead go for really crisp, information-driven (e.g. price/date) offers. If you’re advertising a holiday, give us the destination, price, and date, and then you’ve got a fair chance that clickthroughs will be from people ready to buy.
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