In previous articles we’ve explored optimizing the conversion rate of call only text ads. Now we take another approach, minimizing the cost of PPC text ads. You can, of course, limit the cost-per-click (CPC) for particular campaigns, but set your CPC limit too low and Google will flag your campaign as “limited” by click budget. One approach we’ve found to be effective is abbreviating commonly used phrases. Abbreviation lets you squeeze in more text into a headline, or use shorter headlines.
Abbreviating PPC Ad Text
Abbreviation shortens longer words into shorter representative phrases, like “lb” for “pound” or “Mich” for “Michigan.” In this case we took one of the best performing ads for our Michigan car ride company and abbreviated the business name (see Figure 1).
Figure 1: PPC Ad Text Before Abbreviation
The Business Name is “Michigan Green Cars.” The ad above converted well (over 90%) but the cost per conversion (i.e., a call) was $1.61. Abbreviating the word “Michigan” to “Mich” produced this otherwise identical ad (see Figure 2).
Figure 2: PPC Ad Text After Abbreviation
The second ad has “Mich Green Cars.” as the business name.
Results After Abbreviation
While the abbreviated ad has a slightly lower clickthrough rate, the CPC is 13.8% lower ($1.45 to $1.25) and due to the higher conversion rate the cost per call is 35.4% lower ($1.61 to $1.04/call, see Figure 3).
Figure 3: PPC Ad Performance Before and After Abbreviation
Why Abbreviate Ad Text?
Writing great PPC text ads is about grabbing their attention and spelling out key benefits to your product or service. We believe that abbreviations garner a bit more attention than longhand equivalents, are naturally more succinct, and make for shorter and snappier headlines. Of course, be sure to stay within Google’s Ad Text guidelines to avoid any issues.
Conclusion
In our testing we’ve found that abbreviating key phrases in PPC text ads can lower CPC and the cost per conversion. In fact, abbreviation can also improve conversion rates by providing attention getting phrases for fast scanning eyeballs. Our otherwise identical text ad with “Michigan” abbreviated to “Mich” decreased the cost per call by more than 35%, and increased the conversion rate by 33 percentage points.
Further Reading
- MiGreenCars.com
- This Ann Arbor and Southfield Michigan-based green car ride company volunteered their AdWords campaign as the subject of this article.
- PPC Optimization: Ad Text Position
- Leading with benefits can improve PPC text ad conversion rates. We show a case study that improves conversion rates by 1.8X.
- PPC Optimization: Age Range Targeting
- You can target specific age ranges in Google Adwords to optimize conversion rates. By tweaking the bids on high performing age ranges you can tilt your campaigns to those folks more likely to convert.
- PPC Optimization: Average Income Targeting
- Targeting your desired audience within particular geographic area using income is a powerful tool you can use to improve your conversion rates. Average household income is just the first demographic that Google has rolled out for that purpose. Coming soon are gender, age, and parental status which could be used to further refine your campaigns.
- PPC Optimization: Be Specific
- Using specific copy in your PPC ad text can improve conversion rates. Giving searchers ad text that more closely matches their search queries gives them results that more closely match their goals.
- PPC Optimization: Display URL Expansion
- By including keywords or calls to action in your display URLs you can boost text ad performance in Google Adwords. This article shows a real-world example of display URL optimization.
- PPC Optimization: Experiments in Punctuation
- By varying the punctuation and plurals within your text ads, you can optimize their conversion rate and cost per conversion. This article shows a case study of call only text ad optimization.
- PPC Optimization: Gender Targeting
- In Google Adwords you can optimize conversion rates using gender targeting. Learn how to squeeze more leads out of your PPC spend by targeting high performing demographics singly or in combination.
- PPC Optimization: ZIP Code Targeting
- Learn how to add ZIP code targeting to your PPC campaigns to boost conversion rates. By optimizing the performance of individual demographics and locations, you can improve conversion rates to squeeze more leads out your AdWords spend.