Can ads influence the conversion rate? Absolutely. As mentioned in "The Top 5 AdWords Ad Copy Mistakes That Cost Fortune 500 Companies Millions", ad creatives have to be set up in a certain way to enable efficient and scalable split testing.
At the same time, you want to get started with the best possible ads when you first start split testing to have a solid base that is highly likely to convert.
Google AdWords ads can have different layouts and should contain specific USPs (Unique Selling Propositions) which are listed below.
#5 Sitelink & Call Extensions
There are a couple of different ways to start testing site links but generally speaking, site links should be tested in two categories:
- Website Page Name (About Us, Services, Contact Us, etc.)
- Call To Action (Get A Quote, Visit Our Website Now, Meet The Team etc.)
- Statistics (e.g. Services page site link is titled "Increase Loyalty by 20%")
Things to keep in mind:
- The destination URL of the ad cannot be a site link
- All site links must have different destination URLs (in the past Google allowed different site links all leading to the squeeze page, now all site links must lead to a different Destination URL)
- Site link and call extension can influence conversion rates of text ads by about 10% in total if the entire ad is 100%)
Should you add call extensions?
For campaigns mainly targeting mobile devices, the answer is most likely yes. If you are targeting mostly desktop devices, make sure to split test ads with and without call extension. Google AdWords allows you to track phone calls with a Google Forwarding Number.
Google Forwarding Numbers are currently available in the following countries:
- United Kingdom
- United States of America
Other ways to track phone calls are to keep track of the number and sources of phone calls manually as well as checking the CTR.
#4 Display URL
In the vast majority of cases, the display URL is not split tested at all to keep the Quality Score high. Once the best keyword combination has been selected, testing is discontinued.
If you want to keep the Quality Score high, test the following with your best performing Display URL:
- Capitalization (1dollarad.com/Contact-Us instead of 1dollarad.com/contact-us)
- Insert + (1dollarad.com/Google+AdWords instead of 1dollarad.com/GoogleAdWords)
- Insert - (1dollarad.com/Google-AdWords instead of 1dollarad.com/GoogleAdWords)
- Leave blank (1dollarad.com instead of 1dollarad.com/Keyword)
- Insert Limited-Offer (1dollarad.com/Limited-Offer instead of 1dollarad.com/Offers
- Use Subdomains (adwords.1dollarad.com instead of 1dollar.com/adwords)
Leaving the Display URL blank can increase your CTR so much that your Quality Score is much higher than it would be by inserting a highly relevant keyword. Subdomains are usually not tested at all but can make a significant difference regarding Quality Score, CTR and conversion rate.
#3 Description Line 2
#2 Description Line 1
- USPs (free shipping, lots of colors, etc.)
If not included in the headline already, the price should be inserted in Description Line 1. Can you insert it in Description Line 2 or the Display URL? Absolutely. Does it work as well? Not in 99% of cases according to our research.
Any benefits, features, or Unique Selling Propositions should be pointed out as well.
- Add custom color for $5
- Personalize with photos for $25
- Minimum order $15
Don't forget to try the period at the end if you are competing for the first position:
- Works on all devices.
- Accredited online degree.
- 40+ classes to choose from.
If there are characters left, things to split test are:
- Price (e.g. Injury Lawyers $100/h)
- Questions (e.g. Looking for Lawyers?)
- Negation (e.g Don't Waste Money)
- Company Name (Sierra Law, Miami Group, etc.)
Careful with negation! Subconsciously, the brain doesn't perceive negations and potential customers therefore read "Don't Waste Money" but subconsciously understand "Waste Money". That can play to your advantage or disadvantage which is why split testing with a watchful eye on the budget is recommended.
tight keyword list (very targeted): dynamic keyword insertion (shows keyword that retrieved the search query, not the actual search query)
Dynamic Keyword Insertion
What it does: when using DKI, the headline will automatically show the specific keyword that triggered your ad when a relevant search query was inserted. For instance, someone could look for "blue t-shirts for toddlers" and you have a keyword "blue t-shirts toddlers" in your AdGroup "Toddlers - Shirts". Your headline will automatically insert the keyword as headline. You can even choose capitalization, so the headline will automatically show "Blue T-Shirts Toddlers" as your headline.
How to use it: You can insert this code where you would usually insert the headline (this is the code that automatically capitalized the first letter of each word):
Dynamic Keyword Insertion Code (paste in headline field):
Note: Replace default text with the headline you would usually like to see here. This is very important because the headline is still limited to 25 characters and in case the keyword that triggered your ad is longer than that, the default headline will show up.