Google Ads continues to develop the number of characters you can use when writing your ad copy, which means you’ve got more space to create the ‘right’ message. Whilst the ‘right’ message can be the tricky part of any marketing, if you get this horribly wrong you could be losing valuable clicks and therefore, even more valuable customers.
When creating the ad copy for your campaigns, there are a few rules to follow to make sure your advert is the one that’s getting clicked on by the correct people. We have highlighted some useful things to remember to make sure you’re making successful campaigns, not breaking them. These include:
- Benefit-driven – why should your audience click on the advert?
- Relevancy - does the ad copy adhere to what the user has searched?
- Proposition – what are you trying to get your customer to do?
Let’s look at each of these in more detail…
Is your ad copy benefit-driven?
What’s in it for your customer? Are they going to get free shipping? Will they get their product by the weekend? Or will you be able to help their business get more leads?
These are things you should consider when writing your ad copy as you have a limited elevator pitch in order to encourage your audience to click on your advert rather than your competitors. You need to think about why they should click through to your business rather than anyone else and this is largely down to what you can offer them at the time they search.
Is the advert relevant to the customer?
One of the key reasons people are searching in the first place is to serve a need or to find further information. Therefore, by providing your audience with an ad that features information relevant to what they searched, they are more likely to click on the ad in the first place.
You can add more relevant Sitelink Extensions to your ad copy too to ensure you are sending visitors to other pages and content within your website that will help them to find what they want/need.
Not only this, but relevancy is important for the quality of your account too. If you have keywords that don’t match up to your adverts, you’ll end up having a more expensive and less successful campaign.
What does your audience need to do?
The proposition of your advert is another key thing to consider. You should have calls-to-action (CTAs) on your landing pages but you should also have them in your advert too. Urgency and seasonal events are a good example of this.
An example would be an offer that ends by the weekend. By using copy such as ‘Get 10% off until Friday this week’, for example, it creates a sense of urgency that the audience knows what they’re going to get and when they need to complete the order by.
This type of ad copy could mean that a customer decides to move away from a brand it knows to try a new company with a better offer and therefore, could become a regular user of your brand as a result.
Finding the blend of all three of these is difficult, and very few people nail this on the head, but it is advisable to really plan your ad copy before making quick changes because not taking these tips into consideration could be the line between winning and failing.
If you’d like to learn more about how to write effective ad copy, contact one of our experts today for more information