Adwords Campaign Optimizing Tips
Sunday, May 24th, 2009Do you want your sites to click and convert more for you? The peel and stick method is the answer. It’s just that this moment you’re not peeling and sticking keywords; you’re peeling and sticking targeted web sites. This way your ads more closely match the content of the websites that you’re advertising on.
You remove a web site from one ad group, insert it into a new ad group, and create an ad that matches the thinking of the people who are coming from that website or group of landing pages. That’s means to understand the people who are coming from those sites: their hang-ups, their psychology and their wants. Then again, that’s exactly what you do with keywords, isn’t it?
With site-targeted ads there’s no more blending results from Google, search, and AdSense traffic. When you create ads and they start to show, the comparison with other ads you’ve been showing is direct or apples-to-apples. You can compare the click-through rate of one ad with another without having to include in all of the immensely dissimilar types of locations that it’s being served.
You’ve got a choice of numerous sizes for your ads. And it’s not shock that larger ad sizes will earn you more clicks. They’re more intrusive, more visible. Tiny strip-ads squeezed in at the very top or very bottom of the page are less so, and likely to bring you a lesser CTR.
Even the smallest image ad can average a click-through rate two to three times that of a text ad. The biggest reason for this is that visuals are always more impulsively compelling than mere words. Plus with image ads there’s less competition; you may be the only Google advertiser that’s showing on a particular page.
The flip side to this is that your image ads will acquire fewer views than text ads. There’s basically no way that image ads can be triggered as frequently as text ads. It’s not unusual for some image ads to attract CTRs ten times as great as text ads with matching copy.
But just as with their decent CTRs, image ads were shown much less, and because of their instinct appeal, the visitors they bring in tends to be poorer quality and won’t convert as well to leads.
