I do a lot of managing of other people’s AdWords accounts and for most people it makes sense to sub-contract this function simply because the system has become very complicated.
Part of the sales process in running other people’s accounts is to take a look at what’s going on right now and point out some errors that make intuitive sense to them – once I’ve highlighted them. Typical problems I keep seeing are that keyword lists are too short, conversion tracking is not used at all and that very few ads have been tested out.
Recently I took over a client’s account in a service industry and by doing some sensible experimentation I managed to double the click through rate on his account simply by making some copy changes in his ads.
It was an iterative process involving trying out various combinations of adjectives until we hit a clear winner. Interestingly, we then had a discussion about what was going on. The problem both my client and I suffered from was feeling that some copy was just too “American”. In other words, “in your face”, gung-ho etc. But the fact is that copy that from a British angle can look just too damn punchy does seem to work even in the UK.
We were advertising in the UK and my client wanted UK-only clients.
The adjective that seems to do the trick best at the moment is “power packed” so if you are looking for an adjective to add to your own AdWords ad copy, try using “Power-Packed” and see what happens!