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1. Search Terms
You need to select Search Terms for your campaign. These are the terms that customers search by and for which you would like your site to be associated with. Your Search Terms must comply with our Search Term and Advertisement Guidelines.
As long as they are directly relevant, we recommend that you select a large number of Search Terms in order to maximise your customer clicks.
The best Search Terms are everyday generic words as these are the words that users usually search with. For example, online shoppers often use key general terms like books, travel, cheap flights, loans, music, furniture, etc.
Extensions of key general terms are also popular search terms. For example, loans can be extended to home loans, bank loans, car loans, etc. Our Search Term Suggestion Tool will be able to help you come up with various alternatives.
Try to also think of specific product names for a key group. For example, specific product names relating to music include CDs, records, albums, stereos, MP3, etc
Famous names are also very popular search terms. For example, IBM, PlayStation, Harry Potter, Madonna, etc.
Remember to list your own company name, brand names and product names as Search Terms. However you are not permitted to register a competitor’s name, brand names or product names.
Refer to our Search Term and Advertisement Guidelines for a full list of our guidelines.
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2. Title
You need to create a title for your advertisement. Titles are important because they are the first things that the user will see. We recommend that you create a title that:
- Is descriptive of the particular benefits that you believe that your company brings. For example, 50% off all books at ACME Book Store will attract a user’s attention more than Buy books at ACME Book Store.
- Is short and to the point. For example, Cheap airfares to Europe will attract a user’s attention more than For all your travel needs and advice online.
- Includes product names. For example, Buy the latest Playstation will attract a user’s attention more than Online video games store.
- Contains the Keyword after all, this is the word that the user is searched for. For example, if a user has searched for Paris Hotels, then The cheapest Paris hotels online will attract his or her attention more than For all your holiday needs. For best results, we recommend that titles are therefore tailored for each Keyword.
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3. Advertisment Text
You need to write the body of your advertisement - i.e. the text of the ad. The same points apply as those above for Title selection. Above all, this is your opportunity to show the user that you have exactly what he or she is looking for - relevancy is key. You should try and tailor each ad for the specific Keyword that is being searched.
For example, for the search term Harry Potter books, your description should be along the lines of All Harry Potter books available... rather than Get all the books you need at... You should also highlight the benefits of your offer and any key information such as availability and delivery information. For example: All Harry Potter books half price if ordered by the end of July. Free delivery if you buy the set. We deliver anywhere in the US within 48 hours.
Make sure your descriptions are accurate or your Keyword ad will not be approved. Also, avoid using exclamation points, capitalization and superlatives like "world’s best".
See our Search Term and Advertisement Guidelines for a full list of our guidelines.
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4. Web Address (URL)
This is the address of the web page that you want customers to be sent to.
Firstly, the URL must be for an operating web page. You cannot link a Keyword to a URL that is not yet in existence or is a broken link.
Secondly, the web page that is linked to the Keyword must be directly relevant. For example, if an online store has numerous product departments, the Keyword books should link directly to the book department page (e.g. www.megastore.com/books) rather than the site’s overall homepage (e.g. www.megastore.com).
See our Search Term and Advertisement Guidelines for a full list of our guidelines.
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5. Bid Position and Price
The more you pay for your clicks, the higher you will be in our list of search results. The top five positions receive more clicks than all the other positions combined, with the top three positions in particular driving the traffic. Therefore, to make sure that you get the customers that you want you should always try and bid yourself into the top few spots, ideally top spot.
We use a Bid Saver system whereby you can set a maximum bid price to try and ensure that you are in the top few spots, but you will only actually pay the amount per click required to hold the spot that you are entitled to. For example:
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ABC Bookstore chooses to list their site in the US when users type "books". They use our Current Bid Tool to see the following bid values for "books".
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1. $0.25
2. $0.22
3. $0.19
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To ensure top position and thus to drive as many clicks as possible, they enter a bid at say $0.30. As a result they achieve top ranking and push all other advertisers down one position. However, because of our bid saver policy (see below for more information), ABC Bookstore would only actually pay $0.26 per click - enough to keep them in top position.
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1. $0.30
2. $0.25
3. $0.22
3. $0.19
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Therefore to ensure that you maintain a high listing, choose the maximum bid amount that you are willing to pay. This will mean that you get as many clicks as possible but do not pay more than you can afford.
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6. Style Guide
In order to write the best advertisements and comply with our Search Term and Advertisement Guidelines, make sure that you follow the following style guidelines:
- Apostrophes do not use apostrophes when making acronyms or abbreviations plural or instead of numbers in a date;
- Capitals words may not be all capital letters unless that is your trademarked or usual company display of that word. The first letter of the first word of a sentence or question must be in capitals;
- Dashes place one space before and after a dash. Double dashes are not allowed;
- Dots (Ellipses) ellipses should be three dots in a row and should not have any spaces before, between or after them. Only use ellipses a maximum of once in any sentence. Do not use an ellipse in the title;
- Exclamation and Question Marks do not use exclamation marks to emphasise a point. Only use one question mark at the end of a question;
- Slashes do not use a slash as an alternative to a comma;
- Symbols do not use excessive symbols or symbols in place of words. Do not use the symbols "&" or "$" to replace the words "and" or "money".
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