Ads, Ad Groups, & Landing Pages

I spent a lot of time finishing up the website this week. Frankly, I’m tired of looking at it, but I’m happy to say that it’s completely ready for business. It’s not as pretty or as organized as I would have liked, but it will do for now.

We’re starting to dig more into Adwords, which I’m happy about. This week we worked on crafting our first ad. Given Adwords’ strict editorial guidelines, crafting a good text ad is an art and a science. There were a few important points that stood out in my mind with regards to creating a good ad:

  • Use the primary keyword, preferably in the headline.
  • Tell the audience exactly what to expect on the landing page.
  • Give a clear call to action.

You have three lines (plus the URL) to accomplish the above tasks. The headline can only be 25 characters, with the other two lines up to 35 characters each. That means you have to be succinct, clear, and focused. I think I was successful in doing that and I’m pretty happy about my first ad:

Best Inflatable Kayak?
Our best inflatable kayak reviews.
Browse & pick your next kayak now!

I used the primary keyword twice, I state exactly what’s on the landing page, and I give a clear call to action. I plan on sending traffic from that ad to a specific page that gives a few quick reviews of my top inflatable kayak picks.

I imagine that we’ll be creating different ads for our different ad groups, and that brings me to another topic. Last week we divided our keyword list into groups of related keywords. Based on those groupings, I created several ad groups in my Adwords account. I’m expecting that each ad group will get its own unique ad will go to it’s own unique page on the site. So I’ve been working to create landing pages with content that match what my visitors will be expecting from the various ads/ad groups.

That’s been in interesting task, and I think it makes a lot of sense to do it this way. I was afraid that maybe I was making the Adwords campaign too complex and thought that I might want to just put all the keywords back in the same ad group and send all traffic to my home page, but Brother Poole agreed that was not a good idea. So, my several ad groups remain and hopefully the various content pages I’ve got set up will be suitable as landing pages for those ad groups.

I’m excited to see what this next week brings, and to finally get the Adwords campaign turned on in two weeks. I hope to see some real results that I can expand on for KayaKaroo and duplicate on other future projects.