With the increase of mobile searches on Google and other search engines, marketers need to step up their content marketing strategy for their next campaign. There are various guidelines to make sure ads appear to the most relevant audience and allow companies to see a higher return on investment. Marketers can focus on creating strong content and testing different methods to see which works best. Here are four things to keep in mind when writing ad content for Google:
Be natural with keywords: Selecting keywords for ad campaigns is a tricky process, but it’s important to sound as human as possible in online content, says Search Engine Watch. Utilize both main and secondary keywords, and test various options with the Google Adwords Keyword Tool to see which could be better received than others.
Watch title length: Well-crafted titles are beneficial for effective search engine marketing. Naturally include keywords in the title and make sure to stick to the 65-character limit. Search Engine Watch points out that titles ending in “…” mean that marketers aren’t presenting their messages correctly.
Test different headlines: Keywords are not as important in the headline as they are in the title and description, but it doesn’t hurt to make the content relevant for readers. In fact, leaving some blank space could improve click through rates.