You will all have seen them – ecommerce websites that have the most dreadful looking AdWords adverts.  The adverts that seem to match what you searched for in Google, but don’t look quite right and you cannot figure out why…

Here’s an example:

This is possible because software exists that will allow ecommerce website owners to output their entire product range complete with pricing and landing pages, and then upload the lot into Google using just one generic advert.  Some websites do not even send you to landing pages for the particular product but instead just send you to a search page!  Dreadful.

This may be great – and your product range may now all be in Google AdWords,  BUT….

Will people really click them?  Do they stand out?

My personal opinion is that automation on such a large scale cannot work effectively.  Creating AdWords adverts is a craft that CANNOT be given to a machine to do.

However for the smaller advertiser, this is fantastic news as they are easily able to outsmart the larger companies that are automating their advertising, getting cheaper Conversions  which create a level playing field to make up for the economies of scale enjoyed by larger companies.

I believe that you need to examine your competitors’ ads, make yourself stand out from them somehow using your USP, and then carefully match that offer in your landing pages.

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