Ad copy is one of the single biggest campaign levers on Google AdWords. Optimize your ad copy and you will experience an increased CTR (which means more traffic). Ultimately, that higher CTR will translate into a better quality score and therefore decreased CPCs with increased ad position. Increase the effectiveness of your ad copy and your ads will also display more sitelinks.
I’m always testing new ad copy. Today, I wanted to share the competitive landscape from the people search vertical (check out the screenshot below). I used to work at Inflection, one of the hottest startups in the Bay Area and a leader in the people search space.
In the screenshot below, check out the first ad for Intelius. Intelius is leveraging the “1) 2)” ad copy strategy. I really like this ad because it illustrates the simplicity of Intelius. I’m definitely not the only one. The fact that Intelius has four sitelinks displaying on a generic term like “people search” means that their CTR is quite high. If your company offers a streamlined service, I highly recommend testing the “1) 2)” ad copy yourself.
Thanks for sharing the strategy used for ad copy by Intelius. Even if the ad wasn’t top placement, it would read well as 2 lines with “1) 2)” being steps to follow… Nice one. Be a great A/B testing starter… Cheers!
Thanks for the comment, SEMTEM! Agreed that the “1) 2)” strategy works well even/especially if you are on the right rail.
All the best,
Ian
Thats interesting that if you increase the effectiveness of your ad copy your ads display more sitelinks. This is why its a good idea to constantly look for ways to increase the quality of ad copy.