There are a few basic rules you need to follow for a successful Adwords Campaign…

1. Ad heading must closely match the search query

If the search phrase is “Nokia Cameras”, your ad should include the term “Nokia Camaras”.

2. Ad body that is compelling and has a very tempting call to action

Eg.
“Latest Range Of Cameras”
“30% Off Nokia Cameras”

3. Add keyword phrase to display URL

Instead of www.bestcamerashop.com.au as the display URL, use www.BestCameraShop.com.au/NokiaCameras

4. Landing page that closely matches the ad

There is no point getting a click (which you will pay for) if the user is not immidiately satisfied that your landing page has the goods.

• Make sure that your landing page is compelling and continues the conversation started in the ad.
• Use the same phrases used in your ad (ideally early in the copy and as a heading).
• Imagine you are a user that clicks on the ad. What do you expect to see on the landing page?
• For example if your ad reads;
  30% Off Nokia Cameras

Make sure the landing page contains exactly that – Nokia Specials.

• Don’t send them to your home page.
• Don’t send them to your cameras page (which might list your Pentax cameras first)
• Don’t even send them to your Nokia category page (which may list Nokia’s at full price)
• Send them to your Nikia Specials page (Preferably with a heading that reads “30% off Nokia Cameras”)

Of course it’s not always possible to be so specific on your landing page (especially if your ecommerce software does not offer that much control), nevertheless, that’s what will get you the most sales!

Use canonical tags on landing pages with duplicate content

If, you have landing pages that closely match your ad.
& If, you have many different ads.
Then, you will likely have many landing pages with mostly duplicate content.
So, to avoid peing penalised by Google for having too many pages with duplicate content, be sure to select your preffered page and use a canonical tag on all duplicate pages that point to the preferred page.