Google Adwords - Title and Description Brainstorm

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LJVF

LJVF

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Sep 25, 2007
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I've been using Google Adwords for several years now and have had some pretty good success with it. I've always tried to follow the basic advice in using the keyword in the title and the generic cliche sayings in the description. I'm now starting to question the norm and am trying to come up with some alternate ideas in creating a title and description that will stand out from the masses and also result in conversions.

It seems every ad has the same keyword in the title and the usual sayings like"

"Same Day Delivery"
"Family Owned"
"Since 19_ _"
"Hand-Delivered"
"Save $10"
"Fast"
"Quality"

etc... etc... etc...

Now I know these are proven successful, I'm mean why would all the big boyz use them right? But geez, they all look the same to me. I'm willing to experiment a bit with changing it up a little.

I experimented with using "Beautiful, Fresh & Unique" in the title instead of "San Diego Flowers" or "La Jolla Flowers" and I've gotten pretty good click throughs and conversions. I've also experimented with putting our BBB rating in it, online consumers are more weary of internet scams nowadays, so I try to put something they can recognize to give us some sort of legitimacy. This has worked pretty good for us too.

If anyone uses adwords, please post what has worked for you, generic and non-generic responses would be appreciated.
 
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Think like a customer, not like a florist.

What problems or fears can you address in the ad text that will motivate the customer? How can you work a call to action into the text as well?

Ryan
 
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I've been running adwords for about 7 months. All on my own, whether good or bad, I use 4-5 different ads that rotate, and I use things like "Your Asheville Florist, Buy Local, Say no-to local posers". I list the local phone number, in the hope that a consumer would prefer to use a local florist. Does it work? Don't know for sure. I also have the more standard ad that sounds like any other florist. My monthly budget is $50. There seemed to be an average of one click through a day until December and now January. Maybe .7 clicks? a day. Mike
 
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mikec said:
I've been running adwords for about 7 months. All on my own, whether good or bad, I use 4-5 different ads that rotate, and I use things like "Your Asheville Florist, Buy Local, Say no-to local posers". I list the local phone number, in the hope that a consumer would prefer to use a local florist. Does it work? Don't know for sure. I also have the more standard ad that sounds like any other florist. My monthly budget is $50. There seemed to be an average of one click through a day until December and now January. Maybe .7 clicks? a day. Mike
Click to expand...

I've tried listing our phone number too and my online conversion rate wasn't too good. You're right it is hard to measure the phone in conversions. However I can say that we usually ask how they heard about us, not once did they ever mention they called directly from the ad.


goldfish said:
Some of the phrases we've been using...

"Rush order OK"
"Flowers in a hurry?"
"Flowers with attitude?"
"Don't click if you want boring flowers"

Question mark "?" seems to attract more attentions, especially in the title.
Click to expand...

Interesting you mention the "?", I've notice a trend with the use of it amongst several ads. I might have to mix in a "?" into my rotation.
 
I have tried listing a different phone number and have found that either people don't use it or are only interested on clicking on the ads.

Kinda weird.

I figured I could keep track of those phone calls that way but it didn't work.
 
I tried goldie's "?" idea about an hour ago, here is what the ad says:

Flowers In a Hurry?
Same Day San Diego Delivery
Beautiful, Fresh & Unique Est. 1977

Could be dumb luck, but I already got a conversion. Do any of you know if there is a way to limit one particular ad variation to a specific block of time? I'm thinking this ad would be most efficient if I ran it only from morning through early afternoon.
 
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Tried this variation since yesterday:

Flowers In a Hurry?
Same Day San Diego Delivery
$10 Off Use Discount Code SD

I got two online conversions from this ad so far, but the interesting thing is neither used the discount code. Things that make you go hmm......?
 
LJVF said:
Tried this variation since yesterday:

Flowers In a Hurry?
Same Day San Diego Delivery
$10 Off Use Discount Code SD

I got two online conversions from this ad so far, but the interesting thing is neither used the discount code. Things that make you go hmm......?
Click to expand...

Update on this ad. Since last week I've converted 7 online orders (don't know how many phone) from this ad, only 1 of the 7 used the promo code "SD". I'm beginning to believe that people don't read the ads, they just click on them and make their decision based on whether they like what they see on the website. I'm guessing they read the heading and not much beyond that.
 
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Also, they are possibly enticed to click based on the offer, but not retaining the code in their mind through the checkout process.

Ryan
 
Infinite said:
Also, they are possibly enticed to click based on the offer, but not retaining the code in their mind through the checkout process.

Ryan
Click to expand...

My thinking is:

  1. The customer puts more priority in finding a website they like as opposed to saving $10. Seems to me they would jot the code down if savings carried a lot of weight.
  2. The other explanation could be that didn't jot the code down, went back to search for it, but either because I rotate my ads or because Google rotates the ranking of the adwords, the customer could not find the original ad. But decided they liked what they saw and ordered anyways.
 
LJVF said:
My thinking is:

  1. The customer puts more priority in finding a website they like as opposed to saving $10. Seems to me they would jot the code down if savings carried a lot of weight.
  2. The other explanation could be that didn't jot the code down, went back to search for it, but either because I rotate my ads or because Google rotates the ranking of the adwords, the customer could not find the original ad. But decided they liked what they saw and ordered anyways.
Click to expand...

Probably they didn't understand what "$10 Off Use Discount Code SD" means; it reads like an abbreviated real-estate ad. I thought it was deliberate on your part. :)
 
goldfish said:
Probably they didn't understand what "$10 Off Use Discount Code SD" means; it reads like an abbreviated real-estate ad. I thought it was deliberate on your part. :)
Click to expand...

Nope not deliberate, I'm not quite that deep a thinker ;) Another possible reason they're not using the code is perhaps they think the $10 is automatically deducted from the total?

I never thought that the wording could be confusing, but now that you mention it, it has me thinking you could be right. I added the following to my adwords rotation:

Flowers in a Hurry?
Beautiful & Unique Fresh Flowers
Save $10 Online Use Promo Code 4545

I think the wording is more clear. I'm hoping adwords will allow this one to go through, in the past they've paused certain ads of mine where the discount code wasn't a word. If the automated tracker doesn't recognize a word it will red flag the ad. I've had to get special permission to allow certain wordings. For example 5DOFF wasn't allowed for 2 reasons, one it was in all CAPS and two it wasn't a real word.

I will post an update of the results later.

BTW, I just got 2 more orders from "SD" ad and neither used the discount code.
 
Update, I got two conversions with the new "4545" ad, but both did not use the code.

Also this ad got shut down, I guess the words "promo code" are trademarked. Here is their message:

AD TEXT:

Flowers in a Hurry?
Beautiful & Unique Fresh Flowers
Save $10 Online Use Promo Code 4545
LaJollaVillageFlorist.com

Ad Status: Suspended - Pending Revision
Ad Issue(s): Trademark in Ad Content
~~~~~~~~~
SUGGESTIONS:
-> Ad Content: Please remove the following trademark from your ad:
Promo Code.


---------------------
POLICY DEFINITIONS:

Trademark in Ad Content: Due to trademark complaints, we do not allow
advertisers to use certain trademarked terms or elements in their
Google AdWords campaigns. You can learn more about Google's trademark
policy at http://www.google.com/tm_complaint.html.
Click to expand...
 
Unbelievable huh? ::BS

My ad is up and running again minus the word "promo".
 
We're unleashing a new PPC management interface that integrates with Google, Yahoo! and MSN. I'm looking for a few FCers who are running PPC campaigns currently who might be interested in trying it out.

Beauty reports, campaign optimization, ability to copy campaigns from Google to the other platforms ... it's pretty slick.

This will be a self-managed option -> you run your campaign, the cost covers the use of our tools. Price is 10% of monthly spend, so if you spend $100 - costs you $10.

PM me if you're interested.

Ryan
 
Update:

Flowers In a Hurry?
Same Day San Diego Delivery
$10 Off Use Discount Code SD
Click to expand...

This ad has run approx. 2 weeks. Since then I have had 15 conversions, and 3 people use the code.

Flowers in a Hurry?
Beautiful & Unique Fresh Flowers
Save $10 Online Use Code 4545
Click to expand...

This ad has run approx 1 week. Since then I have had 15 conversions and 6 people use the code. (same amount of conversions and twice the amount of people using the code as the other in half the time)

So far it looks like the "4545" code is attracting more attention, goldie may be on to something, time will tell. I will probably shut both ads down sometime next week. I will resume them once VDay is over.

added: Another thing I noticed, I would estimate that 90% of the orders that the discount codes were used, they either upgraded by $10.00 or $20.00 and/or they added balloons, plush or chocolate. Perhaps they already had a particular budget in mind and applied the savings to upgrade it.
 
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$24.99

$24.99 seems to be the number now.

In 3 ads by

From You Flowers
Go Florist
Pink Lotus

They all use "$24.99" as a selling point.

I may just offer "$19.99" just because I can.
 
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