Utilizing the Google AdWords Platform can dramatically increase traffic to your site, but you can agree that the paid search industry is extremely competitive. Competitors are bidding on the same keywords as you and the market is constantly changing. So, how do you stand out?
Write killer ad copy! AdWords gives you options for creating text ads, image or display ads, mobile ads, and more. Here we’ll focus on creating text ads, and how you can plan for, set up and write ads that could show potential customers that your business is the one they should consider when they’re looking to find, do or buy what they need.
Relevance: Keyword In The Ad…Twice!
One way to improve your conversion rate is to eliminate irrelevant clicks. By making sure your keyword is both in the headline and elsewhere in the ad – assuming your keyword is highly relevant to what you are trying to sell – it is way more likely that person will:
- Be interested in your page.
- Take your desired action.
Why twice? Having the keyword in the headline is essential for maintaining a high ad relevance & quality score. While ad descriptions are notorious for being overlooked by users, if your keyword is in the description, Google will automatically bold the keyword drawing attention to your 80 character description, so use it wisely.
Include a Call-To-Action
A call-to-action is a word or a phrase used to direct your audience to the action that you want them to make. If you want the visitors of your website to subscribe to your monthly newsletter, the call-to-action for this can be Subscribe, Add Me to the List, etc.
When writing text ads for Google AdWords you must be clear and to the point. This way potential customers know exactly what you want from them. Take into consideration what your business goals are because this will determine the language of your call to action. Use strong verbs that are clear and concise to set up an expectation for potential users. Here are a couple of examples:
- Have an E-Commerce Site? Start Your CTA with verbs like “Shop,” “Browse,” or “Order.”
- Own A Hospitality Business? Start Your CTA with words like “Reserve”, “Book” or “Call.”
Use Urgency and Limited Availability
People are naturally risk-averse. This means that one of the strongest motivators for people to take action is the fear that they will miss out on something and never have the chance to get it in the future.
Urgency is a strong catalyst to include in your PPC ads because it will show that your company is active and that your products and services are not going to be available forever. Many brands will utilize urgency in their marketing content by demonstrating a limited-time special or discount.
Broadly speaking, you can use two types of urgency in your ads: real and implied.
- Real Urgency is when you promote something that has an actual end date or limited production date range. PPC copy like “24-hour special” or “This weekend only” are examples of real urgency. Once a particular point is reached the individual offer will no longer exist.
- Implied Urgency is when you use different types of language to build excitement around your ad offer. You can use words like “Now” and “Today” to imply a small window for your customers to take action and receive a given offer. Unlike real urgency, implied urgency only suggests the need to act now.
In general, you will find that real urgency is more efficient than implied urgency because it shows your customers that there are actual consequences for not taking action now. However, be aware that many consumers have become wary of exaggerated urgency in marketing.
Steal the #1 Organic Listings Headline
Sometimes, you hit a creative wall. Nothing is coming to fruition. You just can’t come up with multiple ads on the same topic. We’ve all been there. Writer’s block is a real issue that can put a huge dark cloud over your campaigns. Especially when you’re trying to squeeze amazing CTAs and compelling copy in such a small character limit. When in doubt, piggyback or steal from the top-ranking organic post. You know this post is likely generating the highest CTR. So simply examine the organic listings for great headlines.
It’s dead simple, but it works. It provides the end user benefit directly in the headline: Sell More Stuff. The description is also amazing, telling users before they click who the product is great for: E-commerce businesses.
This means they are actually weeding out potential clicks from people who their product isn’t right for. And that means less money spent on clicks and acquisition. If all else fails you, examine the top-ranking organic content for your keywords. See if any compelling headlines stand out and adapt them for your own AdWords ad strategy.
Maximize Space with Google AdWords Ad Extensions
Google AdWords offers Ad extensions which will help to maximize the real estate for your ads. Extensions expand your ad with more information about your business, giving users more reasons to choose you over the competition. Adwords selects which extensions to show based off the search query, and for that reason you should only use extensions relevant to your business goals.
For example: Let’s say you own a local Chicago pizza shop. A call extension would be useful for you because users searching ‘Chicago pizza‘ will see your ad and could then click to call, moving straight through to the ordering process.
Try Out And Test
Though these are only a few of the best practices that can help you write a more professional-sounding ad, there’s no golden rule to follow when you create an ad online that will guarantee success. You’ll find what works for your business and speaks to your customers with a little bit of experience and testing.
One of the benefits of using AdWords is that you can check your results at any time to see how your ads are doing, and change them when you want to. This means that you can test out different versions of ad text to work out what seems to get more people to click your ad. Try creating two different ads for an ad group and seeing if one gets more results. Switch headlines, and test different ways of phrasing an offer or promotion to see what seems to get attention. Don’t change the whole ad, and don’t switch things up constantly. It’s a good idea to make the variations small enough that you can identify exactly what is working (or what isn’t), and give it enough time to actually see how the new versions are performing.