While doing some research, I came across these 12 tips for writing Adwords ads. It was written by Michael Wong, who appears to be an SEO guru of some sort. There are some really great tips here. I especially like:
2. Refine Your Keywords
Use square brackets “[...]” around your keyword/s.
For example:
[google]
[google adwords]Your ad will only show when the search is for the exact keyword phrase you have included within the brackets.
The ad will not show for searches that include other keywords. In our example, this would be for searches such as “google search,” or “google news.”
3. Test Multiple Ads Simultaneously
Always test 2 (or more) ads simultaneously. This is what is known in the print industry as an A/B split test.
Find out which one produces the higher click through ratio. Then replace the weaker performing ad with a new one.
Continue this process in your never-ending quest to get the highest click through ratio possible.
Because of my background in Direct Mail, I’m a big believer in testing. The wonderful thing about internet advertising is that you can test multiple versions of your ad, very easily. I recommend making very small changes, like simply changing one word, and seeing how your ad performs.
