Do you want your landing pages to click and convert better for you? The peel and stick way is the solution to use. It’s just that at this moment you’re not peeling and sticking keywords; you’re peeling and sticking targeted web sites. This way your ads more closely match the content of the landing pages that you’re advertising on.
You delete a web site from one ad group, insert it into a new ad group, and write an ad that matches the thinking of the folks who are coming from that website or group of landing pages. That’s means to understand the people who are coming from those sites: their hang-ups, their psychology and their wants. Then again, that’s exactly what you do with keywords, isn’t it?
With site-targeted ads there’s no more blending results from Google, search, and AdSense traffic. When you create ads and they start to show, the comparison with other ads you’ve been showing is direct or apples-to-apples. You can compare the click-through rate of one ad with another without having to include in all of the immensely dissimilar types of locations that it’s being served.
You’ve got a choice of multiple sizes for your ads. And it’s no surprise that the larger ad sizes will earn you more clicks. They’re more invasive, more noticeable. Tiny strip-ads squeezed in at the very top or very bottom of the page are less so, and likely to bring you a lower CTR.
Even the smallest image ad can average a click-through rate two to three times that of a text ad. The biggest reason for this is that visuals are always more impulsively compelling than mere words. Plus with image ads there’s less competition; you may be the only Google advertiser that’s showing on a particular page.
The flip side to this is that your image ads will get fewer impressions than text ads. There’s simply no way that image ads can be served as frequently as text ads. It’s not unheard of for some image ads to pull in CTRs ten times as high as text ads with identical copy.
But just as with their decent CTRs, image ads were shown much less, and because of their instinct appeal, the visitors they bring in tends to be poorer quality and won’t convert as well to leads.