Best AdWords

7 AdWords Ads Lessons from Top PPC Advertisers

AdWords campaigns have brought many people to a higher success rate for their business. Successful businesses has AdWords Ads Lessons that has made their marketing campaign break records and have high returns.

So you may not have gotten good traffic flow for your ad and may be wondering how to change this narrative.

Today we’ll look at some of the best AdWords Ads lessons and what sets them apart from other ads. You can pick up a thing or two and adopt them for your own AdWords campaign.

AdWords Ads Lessons: Popular Words in Best AdWords Ads


These words were found by studying top performing text ads which were broken into separate words without including conjunctions such as the, a, or an to remain with the popular words.

Choosing the right words for your Ad is quite important, more so with the introduction of Expanded Text Ads. These give you a larger maximum word count.

According to previously collected data which was collected from over 300 high performing text ads, the most popular words from the first to the last included:

  1. Your
  2. Free
  3. Now
  4. Get
  5. Online
  6. Our
  7. Save
  8. Best
  9. Shipping
  10. You

Note the first four words on the list. They speak volumes about what consumers are seen to be attracted to.

The word ‘Your’ shows your client that it is all about him or her, and not about you as the promoter.

‘Free’ comes in second and the word ‘save’ also appears on the list alluding to the customer’s preference for free and cost-saving products and services.

The customer wants a deal that will save them some cash and benefit them at the same time. The word ‘Now’ shows that clients want quick service thus opting for ads that assure them they will get their product fast.

There also seems to be an increase in the need for online products, as shown by the popular word ‘online’.

The leading companies must lean towards e-commerce hence the word reappearing severally.

To come up with a good choice of keywords, remember these main words; You, Now, Free, Get. These are a good bet to have successful ads for your AdWords campaign.

AdWords Ads Lessons: Calls to Action appearing most in the best Ads


AdWords Ads Lessons


The Call to action button (CTA) is a major component of the AdWords campaign. It is the message that directs a searcher to what action you want them to take as well as how and when to take it.

The call to action button depends on your line of products or service provided. It is dependent on your audience and your offer thus it differs from firm to firm.

The phrases of the call to action may defer from case to case, but the verbs in use are limited to the action you would like your clients to take.

For instance, get, buy discover, sign up all allude to different offers. An analysis of the most popular call to action verbs in top non-branded text ads was as shown in the chart below:

The most popular verb is ‘Get’ for a call to action button, possibly because it downplays the required exchange of currency, emphasizing on what you will benefit and not on the fact that you are required to part with some cash. If you want to get more leads, you can opt for ‘Discover’ or ‘Sign up’.

In all situations, avoid using “click here’. As seen from the results in the pie chart above, no top ads use this text, so choose from the other options for best results.

You may follow the frequency of use of words like ‘Get’ or ‘Try’ depending on which works well with your offer.

AdWords Ads Lessons: Does Punctuation Matter?


Can one single character, an exclamation mark, a coma or even a question mark lead to greater leads for your ad?

Well, studies of the top ad companies reveal that the use of punctuation does matter when it comes to AdWords marketing.

Punctuation is important in getting your message across, as that one punctuation mark may completely change the tone and meaning of a text on an ad.

Previous top ads of previous years show what punctuation marks are used commonly and how often they are used.

Data reveals that top ads, branded or unbranded do use punctuation marks, the most popular of them being the exclamation mark.

Comas come in second and others include question marks and dollar signs and percentiles.

If what you’re looking for is a safety net, then use the exclamation mark by all means. However, for a more daring path, you may try the question mark that is not as widely in use.

AdWords Ads Lessons: Words Choice


The choice of words, their simplicity or hardness does play a part in the success of the top ads, as shown from the collected data.

On average, the text found on AdWords campaigns tends to be simple, with the reading level of a fourteen-year-old.

Have your own campaign using basic language. Do not use hard, scarcely used words that the reader might be unable to understand. The wording of an ad may be what is pulling you back.

AdWords Ads Lessons: Positive versus Negative Sentiments


Ads have used emotional triggers to appeal to the viewers and potential clients over the years. But what emotional triggers are the top ads using mostly? Well, positive sentiments take the lead for the ads.

Ad promoters are more skewed towards positive sentiments that make the viewer smile or be joyful.

Although the top ads generally tend to have positive sentiments, consider that having an emotional trigger such as fear or sadness would lead to more leads compared to a bland ad with no emotional triggers at all. If you’re going to appeal to the emotions of visitors, ensure you do it well.

AdWords Ads Lessons: How Often Do Keywords Appear In The Top Ads?


AdWords Ads Lessons


The lexical diversity or the proportion of unique words to the total words in a text may determine the success rate of an Ad.

Statistically, top ads tend to repeat only two words for an ad. This makes sense as having the same word appearing severally for an ad may be unappealing.

Also, repeating more words for an ad may make a reader feel like they are repeating the same thing which quite frankly, would be annoying.

Having control over the frequency of use of keywords is vital. A very low frequency may spoil your quality score whereas a higher frequency would chase away potential visitors.

Try to strike a balance. When in doubt, just follow the way of the top ads of 2017 and repeat only two keywords per ad.

AdWords Ads Lessons: Use of Trademarks


Trademarks are a stamp of authority. Among the best ads of 2017, the large companies whose brand is a household name like Nike, Levis, and others tend to use their trademark in ads.

Generally, however, not many companies use their brands with only 28% of branded and 6% of branded companies adding their brands. Depending on your preference, you may or may not have your trademark in your ad.

With these AdWords Ads Lessons learned from successful ads, you can improve your marketing skills using AdWords for you and your business.