AdWords

Writing good AdWords ads is always tough- you have very little space to get your message across. After you have carefully crafted an ad that is both eye-catching and relevant to your landing page - your next step should be to write a competing ad along with it - and configure your AdWords campaign to serve both ads evenly.

Your second or ‘challenger’ ad should be something truly different - a different take, perhaps a 180 from the concept of the first ad. The idea is to not let your own personal tastes govern what ads you serve - you need to let the customers decide.

Here is an example, ad #1 - this one gets lots of clicks:

Girl Power
Pink Taser C2 -Free Shipping
Bonus Pepper Spray w/Purchase
YourDomain.com/PinkTaser

And it’s competitor (a bit more conventional):

Taser C2 Protection
Free Shipping
Large Selection - Low Prices
YourDomain.com

Now go to Edit Campaign Settings and under Ad Serving, check ‘Rotate: Show ads more evenly’. Then you wait. I usually wait a couple of weeks - it might just be days if you get a lot of clicks. You can then use the free Verster tool to see if your click thru rates between the 2 ads are statistically different - and establish a ‘winner’.

Once your winner is clear, scrap the loser and create a new ad - and try to beat your new champ. Over time, you’ll improve your click through rates, and sales.

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