When optimizing PPC Adwords campaigns, two of the most effective techniques are keyword selection and ad text optimization. You only have a limited text palette to play with when crafting text ads, especially for Call Only ads. Use that space wisely and test different combinations of ad text to find higher performing ads. This article shows that even small changes to ad text can make large changes to performance.
When optimizing PPC ad text be as specific as possible in your ad copy. Specific locations (i.e., city, state, airport), benefits (50% off, easy on/off, 1,500 patents) or services tend to get better conversion rates than broader phrases. One area ripe for optimization is the business name field. You can tweak the business name field to match the business name’s location with the ad campaign. In this case, we tried changing the business name from a broader “Michigan” phrase to a more specific “Ann Arbor” phrase.