When writing your pay-per-click ads, it’s helpful to be mindful of what doesn’t work. Here are eight mistakes commonly made by paid search marketers.
Blindly using keyword insertion:Keyword insertion is an advanced Google AdWords feature that allows you to insert the keyword that triggered your ad directly into the ad copy. To use it, you place a short piece of code into your ad text. Each time the ad shows, the code will be replaced with the targeted keyword.
Relying too much on broad keywords:
Broad keywords also suffer from low clickthrough rates. AdGooroo recently ran test advertisements on the shareware for Google. The ad produced a single click in about 1,700 impressions and was quickly disabled. Is this a big deal? You bet. The two factors of high volume and low clickthrough rate will deliver a double whammy to your historical stats, dragging your entire campaign down. This can result in the ads for all your other keywords being penalized!
Forgetting to spell check your ads:
No matter how long you’ve been in business or how great your reputation may be, misspellings make your company look unprofessional. Furthermore, ads with obvious misspellings in them often convert at a lower rate. Be sure to double-check all your ad copy before hitting the save button.
Using abbreviations to save space. Not everyone, especially non-native English speakers, will understand the following abbreviations:
Sometimes you can’t avoid using abbreviations because of space considerations, but you should generally try to write without them.
Including your company name in the headline:
Unless you’re advertising on behalf of a well-known brand, your company name probably doesn’t belong in the title.
Using superlatives: Superlatives such as “best,” “greatest,” “#1″and so on generate a sense of suspicion in most people. Avoid using these terms at all costs. I once ran a series of ads that touted our “amazing” new software and had dismal clickthrough rates. The software really was amazing, but searchers didn’t respond to this particular claim.