To determine whether to place your ad on a Display Network page, the AdWords system considers the theme of all the ads and keywords in the ad group. For this reason, it's important that each of your ad groups is built around a consistent theme. Focus on only one of the products or services that you're advertising. This helps ensure that your ads appear on the most relevant Display Network pages.
Take Sarah's movie merchandise store, for example. Instead of creating a general 'movie merchandise' ad group, Sarah set up several ad groups, each focusing on a differe
nt product. This helps each of Sarah's ads reach a targeted audience.
Ad groups in Sarah's "Movie Merchandise" campaign:
- Matrix Clothing
- Spiderman Games
- Star Wars Toys
Keywords: Choose keywords that relate closely to one another and to the ads in the ad group. Your ad group's entire keyword list helps determine where your ads show on the Display Network. Each ad group should have a tightly themed cluster of 5 to 20 keywords that relate closely to one another and to the ads in that ad group. The more closely related your keywords are, the more likely it is that your ads will be targeted to the right audience.
Ads: Write clear, compelling ad text to attract users browsing pages on the Display Network.On the Search Network, ads are shown to users who are specifically searching for results using one of your keywords. On the Display Network, ads are shown to users as they research interests and browse sites that are related to your keywords.
Since users on the Display Network are in a different mindset than users visiting sites in the Search Network, it's important to use direct, compelling ad text. This will maximize the qualified clicks you receive on the Display Network. Keep the following tips in mind when writing your ads:
- Think about the type of user browsing a webpage and write ads to attract the user's attention.
If your target user visits pages with fashion-related content and you sell purses, relate the product (purses) to your user in the ads. - Include call-to-action phrases.
Phrases like "Register now," "Get a free quote," and "Call now" can help set expectations for the person who's about to visit your site. Your call-to-action should be what you consider to be a conversion. - Highlight any special offers or features available on your site.
We've found that advertisers often experience higher return-on-investment (ROI) on the Display Network when they include product prices in their ads. The pricing information you provide can help you stand out from competitors and showcase your best deals. Be sure to also highlight any special offers that you might have like "free shipping." - Link your ad to customized landing pages that match the information in your ad text.
For example, if your ad highlights a special deal on mobile phones, make sure that ad directs users to a page about mobile phones. Your landing pages should be clear and easy to navigate. - Test multiple creatives and ad formats (text, image, video) in all available sizes.
Testing multiple creatives and formats allows you to gain better insight into what sort of ads will perform the best for you. - Clearly tell your audience exactly what you offer on your site.
Make sure that your ads are clear on the product or service that you actually offer. This will help you filter out unwanted clicks and help users avoid clicking an ad that is irrelevant to their browsing experience.
Here are two examples of effective ads from Sarah's "Spiderman Games" ad group:
Posted by Omar Abou Selman - Google AdWords MENA
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