When Google Creates a PPC Ad, This is What They Do

A recent study has given new insight into how Google insiders write their own Pay-Per-Click (PPC) advertising. These are ads created by Google employees for large corporate advertisers who rely on Google to produce PPC ads for them. Knowing how the AdWords system works leads these Google insiders to develop ads in a very special way. Because they can take advantage of secret processes and patented algorithms to produce PPC ads that work extremely well. Are these unique, insider methods available to all?

Employ Unique Ad Text

Google insiders know that PPC ad text should be special - customized to include the advertiser's UVP (Unique Value Proposition). What separates you, from your competition? Find the answer. Then put the essence of that, into your ad text.

Include Your Price in the Ad Text

Including price in ad text has a bunch of outstanding benefits. Here are two;

- it gives your prospect more information - as your competitors probably aren't doing it, and

- if your price is too high for an individual to consider, happily you'll have steered them away from clicking on your ad. This is a good thing - as they won't cost you money. Money that can be saved for someone who is willing to consider your price.

Use Keywords in the Headline

The Almighty Headline. It's is the most important element of any PPC ad. Google strongly recommends you always include the search keyword in the headline. And indeed, insiders do this in their own ads.

A headline's primary purpose is to attract your prospect's attention. And it will do this much better with the keyword in the headline. Because that keyword will appear bold on your prospect's screen.

Your headline's second job is to boost the ad's Google Quality Score. According to Google; "Quality Score is the basis for measuring the quality and relevance of your ads and determining your minimum CPC bid for Google and the search network. This score is determined by your keyword's clickthrough rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page."

Including the search keyword in the headline means you'll need to create a number of tailored ads. Each should have only a very small number of keywords. No problem - as a gift from the Google Gods, their Campaign Management screen makes it easy for you.

Use Negative Keywords

We tell our children not to be negative - it's just not nice. But make an exception for yourself, because in the world of Google, Negative Keywords are absolutely critical to your success.

According to Google; "A negative keyword is a special kind of keyword matching option that allows you to prevent your ad from appearing when the specific terms are a part of the user's search." Google insiders make extensive use of negative keywords. So should you.

Include Keywords in the Ad Text

Search keywords in ad text will be displayed in bold. This attracts greater attention - an outstanding free bonus. What's more, they'll further increase your ad's Quality Score. And always use proper spelling & grammar and in your PPC ads; Google is picky about this.

Have a Strong Call to Action

Google insiders love to do this, because it works. In your ad text, make sure you tell your prospect what action you want them to take. Use dynamic marketing language to entice your prospects to take the next step has real benefits. But what does dynamic marketing language mean?

In a nutshell, it means grabbing your prospect by the eyeballs and dragging him into your ad. Then telling him what to do.

According to Google; "Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are; 'Buy, Sell, Order, Browse, Sign up, and Get a Quote.' "

Produce at Least Two Ad Variations

Many advertisers create a single ad and run with it. Are they insane?

You should always be split-testing your ads (have a slight variation in your ads, which then automatically alternate so you can see which variation is working better). Google put the Ad Variation function there for a reason. Best of all, it's so easy - it would be a crime not to take advantage.

Use Keywords in the 'Display' URL

Any advertiser not using this technique right now, is literally throwing money away with each click. Placing search keywords in the 'Display URL' section of your Google Campaign Management screen (as opposed to the 'Destination URL') will boost each ad's Quality Score. Thereby saving you money - as you'll pay less per click.

I use this technique myself for all PPC ads, and have saved clients thousands of dollars by doing so. You must use a subdomain or subdirectory in your website structure to allow this. While it's easy to do and can take less than two minutes to set-up, it's not as simple as just typing text into the Google Campaign Managagement screen. The subdomain or subdirectory must actually exist on your site - or Google's systems will find out and cancel your ad until you've fixed it. They're pretty smart that way.

Link the Ad to a Specific Page on Your Site

Ensure your prospect is delivered to the specific page on your site associated with the product or service in the ad. If you don't, and instead rely on her to search for info on your site, you may as well kiss her (and your money) goodbye. This also hurts your Quality Score, as Google is now measuring how long someone stays at your site, once they arrive.

If you're not using every single one of these insider methods, start today. Because you can be sure it won't be long before your sharper competitors will be.