Writing Google ads is an art. It requires a strong understanding of persuasive copywriting and an in-depth grasp of who your target customer is and what exactly is going through their head as they’re searching.
Good ads catch attention and create curiosity that results in a click, without creating any false expectations. (False expectations can generate a lot of clicks, but lead to low conversion rates as searchers realize you’ve duped them into clicking in to your site).
Here are 5 tips you can apply to your Google ads from today to start generating better results from your Google advertising campaign.
1. Include the target keyword in your ad.
This may seem simplistic, but it’s important – you should always aim to include the exact keyword you’re targeting in your ad. There are two main reasons for this. For starters, it will immediately make your ad more noticeable to searchers, because they will see the exact phrase they have just typed in included in your copy. Also, including the exact keyword in your ad will lead Google to mark your ad as being more relevant, which will help improve your Quality Score and ultimately allow you to get higher ad placement for a lower average cost per click.
2. Write at least one ad for each keyword.
This Google advertising tip leads on naturally from the first one – if you want to have the exact keyword you’re targeting in your ad, it makes sense to create a separate ad for every keyword you target. Many advertisers make the mistake of having one or two generic ads for a dozen or more keywords. Take the time to create an individual ad for each keyword, and set each one up separately in its own Ad Group.
3. Include a call to action.
Another common principle of direct response marketing which is often overlooked when it comes to Google Adwords ad copywriting. Due to the character limit of Google ads, advertisers often leave out the call to action, feeling instead that fitting in a little more information into the ad is a better use of space. But even simply including a phrase like ‘Call Today!’ in your ads can have a big impact on clickthrough rates. Don’t underestimate the power of telling searchers exactly what you want them to do.
4. Engage with key pain points and problems.
Search engine marketing is powerful primarily because searchers are often looking for solution to deep-seated problems – and as a result, many are willing to make a purchase in order to solve those problems. If you have the solution to a searcher’s problem, it’s important to show them quickly that you understand exactly what that problem is. Google ad copy should be centered around the problems your business solves and how you solve them effectively.
5. Mention guarantees and credibility factors.
If you offer a strong guarantee or you have some impressive credibility factors, it’s worthwhile to make those prominent in your ads. Always create multiple ads and test to see which guarantee offers or which credibility factors produce the best clickthrough rates. By continually testing ads against each other you will find which combinations of guarantees, problem/benefit copy and calls to action are the most effective.
Hopefully these pointers will give your online advertising efforts a boost. If you still need help writing better ad copy from a Google Adwords professional, give Tom a call on 0221330298 or send us an email now.
Tom McSherry is the founder and chief strategist of Premium SEO NZ. Tom has been in the digital marketing industry for 8 years providing digital copywriting and optimisation services to businesses in New Zealand and around the world. Connect with him on LinkedIn here.
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