3 Ways To Improve Your AdWords Text Ads

1. Use the ® and ™ symbols when appropriate

In recent months, we've seen a significant increase in ad clickthrough rate (CTR) when using the registered or trademark symbols in our client's ads. If your company is registered or you own the trademark on your company or product, I highly recommend using this in your ad text. This instills confidence in your company or product, and the symbol especially stands out when used in the ad headline.

2. Include punctuation at the end of first description line

We want to do everything we can to ensure our ads are the most appealing ads on the page, and this tip can help set you apart.

Google recommends treating each description line as its own sentence. By adding punctuation at the end of your first description line, your ad headline is expanded when in one of the top positions.

You'll notice the top ad looks more like a search result now and gives searchers more insight into your business and what you offer. Unless your ad is showing up in one of the top ad positions though, your ad will appear on the side in the typical ad format.

3.  Use keyword insertion when ad groups are tightly themed

Keyword insertion is one way you can make your ad more relevant to the searcher. Keyword insertion uses a short piece of code and basically inserts the keyword that triggered your ad into the ad text. This makes your ad increasingly relevant to this particular searcher and can help improve your CTR.

In Google's example, keyword insertion is used in the headline of the ad. Depending on the keyword that triggers your ad, the phrase "{Keyword:Puppies}" could be replaced with your keyword. So the headline could read: Buy Yorkies. If a keyword is too long (character limits for ad headlines still apply), then the codes dictates what the default headline will be: Buy Puppies.

Of these three AdWords features, keyword insertion is by far the most advanced. For more information on how to use keyword insertion and more details about the example shown here, please see Google's tutorial.