As a content writer you may also get offers to plan, design, initiate and execute Google Ads. Therefore, you need to be prepared for such an eventuality. Note – this is just a walk-through lesson. For your Ads to actually offer decent ROI or Return-on-Investment you will have to tweak them regularly and monitor various parameters within Google Ad console. It may take a while to blend optimised keywords, headings and description.

Designing a compelling Ad is a technical process, and this involves strategic adjustments to key elements. For example, keywords need to be manipulated and bland headings need to be turned into magnetic phrases for that impressive, hard-to-get CTR or click through rate.

CTR is the number of clicks that your ad receives divided by the number of times your ad is shown. The formula is really simple – clicks ÷ impressions = CTR.

DATA TIP – A 2-3% CTR ( Search Ads ) for e-commerce sites is considered good. However, the percentage is low for display ads which hover around 0.5 %.

PRO TIP – Remember, it is not just the keywords. Even the headings and description needs to designed intuitively ( based on your target audience, geography, gender and age ), and it also needs to be updated for that improved CTR. Once you arrive at the right combination for a particular Ad let it run for a while. The moment the returns begin to drop, tweak the concerned Ad once again or create a fresh one.

This is a new lesson added to Professional Content Writing Course explaining the Google ad types, settings with examples. Enroll today and get access to 30 plus lessons to become a proficient, professional content writer.