When designing and optimizing a Google Adwords campaign, the two variables Google uses to rank your ad in search engine results are your Max CPC as well as your quality score.
If your ad is of poor quality, placing a very high bid does not guarantee that you will get first place, and it will greatly increase your costs without increasing your number of clicks and therefore your number of potential customers.
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You only have one solution left, to improve your quality score! To learn more about this variable, I suggest you read one of my previous articles: Lower your cost per click using the Quality Score. But to sum up, the Quality Score is a variable that Google attributes to your keyword and on which will depend on the amount of the bid you will have to place in order to reach a certain position in the search results. The quality score is assigned according to three parameters: The relevance of your ad, the quality of your landing page and finally the click-through rate on your ad which impacts up to 70% of your quality score.
In this article, we will see some methods that will allow you to improve the click-through rate on your ads, your quality score and therefore the number of new customers you can generate using your Google Adwords campaign.
Call out to your visitor.
Many ads are just informative and in order to stand out, you need to make your visitor want to click on your ad. The first thing to do is to address your visitor directly. Say you are promoting an online music store, don't settle for an ad like "Online Guitar Sale", prefer an ad like "Your new guitar is just waiting for you." "Or" Order your new guitar now. ". Simply addressing a user in this way will grab their attention and increase your chances of them clicking on one of your ads.
Use ad extensions.
Use as many ad extensions as possible (as long as they are relevant), this will allow you to occupy more space on the user's page. Ad extensions are additional information about the services you offer that appear along with your ad. By adding extensions, you will occupy more space in the results, your ad will be more visible and it will improve your click-through rate. This is particularly true when Internet users are browsing on small screens, smartphones for example.
Configure the path correctly.
When creating your ads, Google Adwords allows you to display the path you want below the ad. This variable corresponds to the page on which the visitor will arrive after clicking on the link. Take advantage of these few words to reassure visitors that they will arrive on a page that meets their needs. To use the previous example, if the user typed in the search "Buy guitar", create an ad whose path will
Do some tests.
Within each ad group, create several ads, 3 or 4, and observe the click-through rate of each. In your texts, place different elements of your sales pitch and see which ones generate the most clicks. For certain target populations, it may be interesting to test address and familiarity. It's up to you to carry out as many tests as possible and to see the turns of phrase and the arguments that your future customers respond to best.