Research shows that search engine users are more likely to click on a Sponsored Link if the Advert contains all, or most, of the keywords that they searched for. This is partly because the search terms are highlighted in bold text by Google in the adverts.
This is easier said than done if you have a large variety of possible keywords, but it’s still worth the effort to create a large range of adverts (or creatives, as Google call them) to make sure that they are all covered. Better still, split the keywords into seperate advert groups to focus on different keyword ranges. This will then ensure that your keywords get great click-thru-rates (CTR), which should in turn mean a higher placement in the listings for the same (or less) money.
For the more confident amongst you, you could try using Googles keyword substitution. This allows you to create a list of keywords that will trigger your advert, and then create an advert that says something like “Buy your {variable} from us”. Google will insert the users search term into your advert in place of {variable} when it is displayed, so that if (say) the user searched for ‘Tomatoes’, then the advert would say “Buy your Tomatoes from us”. It’s quite a powerful tool.
The Author of this series of articles is Martin Jarvis, who creates and manages Pay-per-Click campaigns for a number of clients. To find out more, please visit us at DMJ Computer Services Ltd.
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