Google Moving to Google AdWords A Hands-On Guide for Prem Manuel d'utilisateur télécharger pdf (Page 13)

Original - 1.6% CTR

Users respond to effective creative

Optimized - 3.4% CTR

Describe your offering accurately.

Set the right expectations in your offer.

No gimmicks. Avoid overbearing, overused

tactics that devalue your message.

Relevant keywords up front.

Ensures

Google users see that your ad is relevant

to them.

Short, concise wording.

Avoid space- llers

like “welcome” or “online,” which are

discouraged in the ad description and

not allowed in the headline.

Clear, speci c call to action. Give

your users something to do (“Buy,”

“Download,” “Enter”).

Emphasize unique bene ts. What sets you

apart? Refer to bene ts and top ratings.

Triple-check grammar and spelling.

Multiple creative. Target distinct messages

to a group of related keywords. Create as

many ads as you like for each ad group,

so you can test and track easily. When

someone searches on your keywords,

multiple AdWords ads rotate evenly.

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Google Moving to Google AdWords A Hands-On Guide for Prem Manuel d'utilisateur Page 13