People who are likely to buy something

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Unfortunately, your ad will sometimes be shown to people who are unlikely to buy from you. And if they click on your ad by mistake, it costs you a lot of money . So if there is little or no chance that a visitor will buy from you, it is pointless to show them your ad. Unfortunately, this cannot be completely avoided. To prevent most unproductive clicks, it is a good idea to state in the text of your ad exactly who the product is intended for . At the same time, you are expressing who it is not intended for.

If you sell men's cosmetics, include "for men" in your ad text. This will significantly reduce the number of unintentional clicks from female visitors.

Don't waste space by telling users what they already know
Although text ads have gained a lot of latvia phone number data traction over the years, the number of characters you can use is still limited. Since you have a limited amount of space to express your ad message, you shouldn't waste valuable space on information that users are likely already familiar with.

Marketing funnel

Optimize ads for smaller devices
Imagine that you have created the perfect PPC ad that has everything that a good PPC ad should have. It targets the right keywords, offers a clear call to action, attracts users' attention and clearly informs them what they will find on the landing page. However, after a few weeks of operation, you find that its performance on mobile phones is much worse than on other devices. How is this possible? The explanation is simple. Google adjusts your ad to appear on mobile phone displays, so the best parts are not seen at all by the user. If you use expanded ads , which can include additional headlines and descriptions, the algorithm automatically trims these extensions to make the ad readable on the small screens of some phones. If these parts contain important information, the ad does not perform as well as you might expect.