Every day, advertisers hustle to compete with millions that also want their ads to be in the first position on Google. Sound like you?
And when you finally get those first results, there’s another problem: you compete again to win your target audience’s attention.
Writing the perfect ad isn’t easy, but it’s essential; it’s not just enough to get great positioning. The right copy is the difference between conversion and failure. With these proven tips – the principles WE use to write great ads every day- you’ll learn how to write killer ads for Google Adwords.
1. Benefits over features is a myth
According to Isaac Rudansky, it’s essential to devote ad composition to discussing the features of the products when writing PPC ads. Unless you’re selling a completely new kind of product, most consumers finding you through Google search are already educated on their need for what you’ve got; they’ve warmed themselves up. Now they’re looking to be informed more than sold to.
For example, if you’re looking for new apartments for sale in Miami, you’ll probably be concerned first with the size, price, location, etc. You’ll want to see that information quickly and clearly; this should take precedence over how the new apartment will make you feel.
Mixing emotional and other benefits with a clear presentation of features is fine, but never forget to include your features in your PPC ads. The following ad is an excellent example of a combination of a psychological benefit with the features of the product or service:
Here, some copy is devoted to generating emotional appeal (“make the most out of your travel experience by living like a local”), but the copy moves quickly on to the specific features: offering a search of rentals and hotels, booking, the extensive locations available, etc.
2. Include price, promotions and exclusive offers
Price allows people to scan if your product or service is perfect for them. Being up-front and clear about pricing is ESSENTIAL to avoiding bad clicks. For most shoppers arriving via search, the price will be one of their first concerns: if you’re evasive or slow to reveal it, that fragile early trust necessary for buy-in is lost, and your visitor is unlikely to investigate further- even if your product would have been great for them. If the price is too high, most will move on and continue searching- that’s fine. However, if the price works for them, they’ll probably check out the offer, having made themselves pre-qualified buyers.
A great strategy is also including promotions and exclusive offers in your ad extensions, letting the first glance at your ad give a sense of urgency and scarcity:
3. Highlight your brand’s legitimacy
When writing PPC ads, it’s important to highlight what makes your company unique and better than the competition. Mention awards, social proof, how many clients you have, and all those things that give your brand legitimacy as long as these facts are real and verifiable. For example:
Notice how right after illustrating features (first and most important, remember?), the ad rolls out the quality indicators: trusted by 4,000 businesses, high quality, 3 million job listings.
And, as you’ve probably noticed in most of the examples above, using registered symbols are recommended to increase CTR (click-through-rate) and to give also brand legitimacy.
4. Your ad copy must be similar to your landing page copy
When you write your PPC ads, it’s essential to consider the copy you’ve already got (or have planned) in your landing page. If your landing page doesn’t properly follow on the expectations generated by your ad, your quality score will go down, increasing the cost per click of your ads and of course, your conversion rates will decrease as well. This is BAD- but easily avoided.
Using the same keywords from your ad at the top of your landing page tells the visitor that they are at the right place and it will increase your relevancy score.
5. Focus on your headline first
According to Isaac Rudansky, your most important message belongs in your headline, because most people make their decision at that moment- which sounds obvious, but this means that you can’t rely on the description to capture interest.
When writing your headlines, don’t forget to include your keywords to mirror the searcher’s query. Be as specific as the user’s query, and whenever possible, include a call-to-action:
This is a simple, elegant example (from one of the most masterful marketers in the world, Coca-Cola, no less)- the keywords are clear and reflect the search (“custom bottles”) and are followed with a short, clear CTA: put your name on a Coke bottle.
6. Make your ads hyperlocal
This doesn’t just mean mentioning your region or city- studies have shown that using phone numbers with the area code close to the visitor can DOUBLE your conversion rates. The intention is to make your audience feel that you’re local: right around the corner, accessible, and convenient.
Time to start applying these strategies to your Google Ads! Test out a variety of messaging approaches using these tips. As you begin writing your ads and collecting data, you’ll see what works best for your specific audience. Which each test you run, you’ll understand better what makes your ads perform well.
Are you ready?
Any doubts? Want help in creating a winning Google Ads campaign? Get in touch with us. After all, this is our passion, and we’d love to be part of your marketing team.