Improve your ad quality
In AdWords, the best performing ads are usually the ones that people find the most relevant. Think about how you search and surf the web: You tend to ignore things you aren't interested in and focus on those that are relevant to you. If you're craving some chocolate chip cookies right now, you'll probably ignore that ad about browser cookies (unless you're also craving those)!
If you know what your customers are looking for, you can focus on making your campaigns, keywords, ads, and landing page more relevant to them, making customers more likely to click your ads.
Below are several things you can do to make your ads more relevant to your customers.
1. Create very specific ad groups
Each ad group within your campaign should focus on a single product or service so that your ads appear more relevant to customers. Your cookie-loving customer is more likely to click an ad about cookies than a generic ad about food. Relevance tends to lead to higher quality ads, and being specific is one way to become more relevant.
If your baked goods shop sells different types of cookie packages, think about creating ad groups for each of those different cookie packages, like one ad group for your holiday cookie package, and another ad group for your birthday cookie package.
2. Choose your keywords carefully
Include specific keywords that directly relate to the specific theme of your ad group and landing page. It's often more effective to use keywords that are two or three words long instead of just single words.
If you're selling cookie packages, some keywords you might consider are "cookie gift package" or "cookie gift basket." Generic keywords like "cookie" or "gift" probably aren't effective because they're way too general.
Need help thinking of more keywords? Try using Keyword Planner to help you think of additional keywords that you might want to add to your list.
3. Include keywords in your ad text
Include your keywords in your ad text (especially in your ad's headline) to show people that your ad is directly relevant to their search. When people see their search terms in your ad text, it shows them that your ad is probably relevant to what they're searching for.
If you're trying to sell a cookie gift package, and you have a keyword that says "cookie gift package," your ad text should also say "cookie gift package."
4. Create simple, enticing ads
What makes your product or service stand out from the competition? Highlight these important differences in your ad. Do you offer free shipping? Do you have certain items on sale? Be sure to describe any unique features or promotions that you offer.
5. Use a strong call-to-action
Your ad text should have a strong call-to-action. A call-to-action encourages users to click on your ad and helps them understand what they can do once they reach your landing page. Here are some sample call-to-action words: Buy, Sell, Order, Browse, Find, Sign up, Try, Get a Quote.
6. Test out multiple ads
Experiment with different offers and call-to-action phrases to see what's most effective for your advertising goals. Our system automatically rotates ads within an ad group and shows the better-performing ad more often. Over time, you might see that certain ads will perform better than others, showing you which ad text is more effective.
7. Regularly review your campaign performance
Test and tweak your campaigns to get the results you want. Review your ad performance to help figure out the best ways to achieve your goals. As you watch your ads over time, you might notice changes to your clickthrough rate or conversion rate. For example, if you find that customers aren't responding to a particular call-to-action in your ad text, remove that ad and try something else. It's all about experimenting!