So you have decided to take the plunge and supplement your organic search optimization efforts with a pay per click campaign. You signed up for Google Adwords, set your monthly cap, created your ads...and waited. Daily you checked the performance of your ads, noting the number of clicks compared to impressions in Google search. Your click through ratio, however, is not as high as you would like for it to be, and in return you find little response to your site in the way of calls to action.
What money is being spent on Google Adwords is not yielding a sound return on your investment. It is natural to feel disappointed and worried that you are wasting money. Yet before you decide to give up on PPC altogether, consider giving your Adwords campaigns a makeover, as well as tweaking your site to be more compatible with your advertising. Through continuous experimentation and applying a number of helpful tips, you may just see a turnaround in Adwords that contributes to sales and increased traffic.
Here is one thing to consider when adjusting your Adwords campaigns: Capitalize each line in your ad. Uniformity in your Google ads can make an impression on search users. When you capitalize the beginning of each ad line, too, you are drawing the eye toward the ad and the compelling message within. Consider these two ads:
Brazilian diet secret
lose 20 pounds in 2 months
tastes great, good for you.
Brazilian Diet Secret
Lose 20 pounds in 2 months.
Tastes great, good for you.
The second ad with it staccato lines may appear more attractive to a site visitor than the former, which gives the impression of a run-on sentence.
So if you are feeling unsure of an ad placed in Google, try tweaking the words to a bolder, more direct line. You just may find this technique is a capital idea!
Kathryn Lively works for CINIVA Systems, an award-winning Virginia Beach website design company. She specializes in assisting clients with search engine optimization and pay per click management.
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