Google AdWords - 8 Ways to Improve Your Ad Copy
Google AdWords - 8 Ways to Improve Your Ad Copy
A recent study by the oft quoted researchers at Enquiro Search Solutions found that the average Google user spends less than 7 seconds studying search results before deciding what to do next. They also found that that an AdWords ad that attracts attention during that time has less than 2 seconds to make an impression.
So you need to understand that you can't possibly sell anyone with your ad... all you can do is arouse their interest.
In fact, your ad's only job is to get qualified prospects to click through to your site. Which is just as well, because you've only got limited space to work with. The headline must be 25 characters or less including spaces and you've got 2 lines at 35 characters for the body of the ad, plus one for your web address.
That's it.
Here's 8 ways to make the most of that space:
Include Your Keyword in the Headline - The most important part of any ad is the headline. And the single most effective thing you can do with your AdWords headline is incorporate the keyword used by the searcher. Google stats confirm that headlines using this tactic normally have a better click-thru-rate. Which is not surprising when you consider that Google always displays ad copy that matches the search phrase in bold type. You can even automate this process using an undocumented feature of AdWords called dynamic keyword insertion.
Localize Ad Copy - If you're running a regionally targeted campaign, include the location in your ad copy. That's the easiest way for a local advertiser to get an advantage over any national advertisers competing in the same market. Try to incorporate any market specific promotions or pricing as well.
State Your Value Proposition - Be sure to spell out your value proposition. What's the major benefit associated with use of your product or service? What's the number one reason someone should buy from you instead of your competitor? If you compete on price, don't be afraid to use a price in your ad (but make sure it matches the price on your landing page otherwise Google may reject the ad).
Use Brand Names - If you carry brand name products, mention those brands in the copy.
Customize for Seasonal Events - And customize your ad copy for seasonal events like Christmas and Easter if that makes sense in the context of your business.
Use Negative Qualifiers - In some situations, it pays to use ad copy that pre-qualifies prospects before they click your ad. For example, if you only sell wholesale quantities of a product, mention that in your copy to discourage retail customers who only want to buy a single unit. Likewise, lead generators who require registration for a free report or teleseminar can mention this to discourage clicks from people who object to filling out registration forms.
Study the Competition - It also makes sense to study what competitors are doing with their ads. After all, the top ads for each keyword are usually being rewarded for relevance by Google so they must be doing something right. Studying the competition might even provide a clue about how you can differentiate yourself. For example, if all your competitors are using dynamic keyword insertion with their headlines then doing something different will almost certainly make your ad stand out.
Use a Call-to-Action - Use a call-to-action in your ads. It's the law... the law of advertising that is. You can't use what Google describes as universal calls to action like 'click here' or 'visit this link' in an AdWords ad, but you can use a specific call to action that is unique to your product or service.
Try using a call-to-action that targets a specific stage in the buying cycle. Offering a free report, a review, or specifications will attract those people who are still in the early stages of the buying cycle and go onto the net looking for information. Ad copy that mentions price, free shipping, or a special offer will attract those further along in the cycle. Free shipping offers, by the way, are generally very effective. It's often the reason why users will click one listing over another where they offer the same product.
Okay... there you have it. Use all these best practices to make your ad stand out from the crowd and your click-thru-rate will be the better for it.
About the Author
Gary Elley is a Click Here For Fast Video Testimonials
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