What is Conversion Rate Optimization?

Chapter 3

Components of an Optimized Ad

There are essentially two types of ads:

    a. Search ads: These ads are generated by a search engine after a prospect types in a search query.

    b. Display ads: These ads are also known as banner ads and they appear as a prospect is browsing online — not searching for your product or service. These ads are prompted by search history and online behavior.

Let’s look at the optimization processes of both of these ads individually.

Optimizing Search Ads

This is what a typical Google search ad looks like:

These are text ads and include (from top to bottom) a headline, display URL, description, and ad extensions (The number and type of ad extensions can vary depending on which extensions the advertiser has activated in their paid search campaign.)

Since the ads have a length limitation, it’s important that your ad copy includes the relevant keywords (based on the user’s search query) and explains your service in a way that persuades them to click the ad. You can then optimize your Google paid search ads by adding a relevant description.

Another great way to optimize your ads is to apply extensions such as the location extension and review extension to share additional information about your business with the prospect.

Instapage uses a review extension on our Google paid search ad, by displaying a testimonial from TrustRadius

GrubHub uses uses callout extensions — the line about discovering new restaurants, 24/7 customer service, order delivery & pickup — which adds more benefit-oriented text to the ad:

Consistency and message match are essential characteristics of an optimized search ad because they create personalized advertising experiences for the search user. The more they see what they’re looking for from ad to post-click landing page, and the ad explains the service based on their search intent, the better chance you have at converting search users on your offer.

The La-Z-Boy recliner chair ad not only has the relevant keywords but also includes actionable copy that persuades prospects to click. ‘Shop La-Z-Boy today and save big,’ compels the prospect to click the ad:

In addition to Google paid search ads, you can increase your chances of ad clicks by using Bing search ads. As far as functionality goes, the Yahoo Bing ads work the same way as Google search ads.

Optimizing Display Ads

The main difference between a search ad and a display ad is that the former are displayed only in search results while the latter are shown on sites within the Google Display Network, such as Forbes and Wall Street Journal. Display ads also include an image and a CTA button.

This is what a typical display ad looks like:

The ad contains the brand’s name, an image, a headline, and a call-to-action button.

Relevancy is the key to creating an optimized display ad because the headline, image, copy, and CTA button must all complement each other to tell a single story. Content Writers does just that with their display ad:

  • The headline describes the UVP, i.e. the service specializes in expert content writing.
  • The ad copy reinforces the headline and talks about delivering content from over 4,000 writers.
  • The CTA button lets prospects know they’re only a click away from getting started.
  • The phone number on the ad reduces conversion friction and reinforces trust.

Optimizing your ads gives you a better chance of catching your prospect’s attention when they see the ad, ensuring that your marketing journey starts the right way.

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