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Creating an effective ad campaign is not easy. If you’re someone who has been actively involved in the online promotion of companies – be it your own or someone else’s, some questions are bound to have crossed your mind. What makes a good ad? Why do some Google ads do better than others? What can I do to make my campaigns better? How can I improve my CPM rate? Because even one effective ad could double the traffic to a domain. Having said all of this, here are some analytic reports to help you do that.
Some ads do better than the other for reasons more than just luck. If you want the campaigns you create actually to do well; you would need to put in the work. So, for your convenience, here are some analytic reports that would help you improve your Google ads.
Naturally, the words you use in your Google ads would be a huge determining factor as to whether someone would choose to click on it or not. Which means that it is integral to use the right words. Ads with words and phrases like “free,” “save,” “get now,” “buy,” “try,” and “shipping” seemed to do the best. Those that do well also often included personal pronouns like “you” or “your,” perhaps they made the ad seem more personal. On the other hand, phrases like “click” and “sign up” tend to do ward off most potential customers.
Reports also show that ads that kept it short and sweet – the ones that tended not to use the same words over and over again did better than ones that were drawn-out and repetitive.
It also helps to keep things simple. Remember, you want ads to be accessible, to be able to attract as many people as possible. You can do so using words that anyone would understand – from a teenager in middle school to a professor of English at Cambridge. Make sure that your Google ads are more colloquial and informal than academically inclined.
If you’ve ever used something along the lines of “sign up now to avoid disappointment” in any of your campaigns, I’ve got bad news for you. All ads can be largely categorized into three broad tones – positive, negative, and neutral. On average, ads that convey a positive or a neutral aura seemed to do the best. Negative connotations never do well. So do not rely on using scare tactics to promote a product of the company.
It was found that the top-performing ads used certain punctuation marks more than others. Particularly exclamation marks, and for some reason, wait for it, commas. It seems like people these days truly love proper grammar. Top-performing Google ads tend not to use question marks and currency symbols. You want to be able to promote the brand as opposed to the price of the product or service. Instead of explicitly stating the price of whatever you’re advertising, use your words to convey the concept.
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