Writing an advert that appeals to the user
It is vitally important to understand that each keyword is its own
unique target audience. While it is true that two users searching for
the same thing may type different keywords and that in a long list of
keywords many will be pure synonyms of each other, it is also true that
a long list of keywords will appeal to a wide range of target audiences,
and a one-advert-fits-all approach will not work.
To be effective each advert (or at least each group of pure synonyms)
should have its own advert appealing specifically to what the users are
looking for. So, for example, if your product is apples, the keyword
“Red Apples” might have an advert proclaiming how bright, red and shiny
your apples are, while the keyword “Apple Sauce” might focus on the
juiciness and general apple-sauciness of your apples.
Using adverts that target the specific user’s interests will greatly
improve your click-through rate. This is important not only to get you
more visitors to your site, but Google rewards high click-through rates
with greater prominence for your adverts – in other words not only will
you get more visitors, but they will cost less.
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