Creating compelling and effective Google Ads can be a frustrating process. After all, you have limited space to fill all your ad copy and the pressure for high ROI is immense.
This means that creativity is a must to get the return on your PPC ad investment. If you are ready to create a Google Ad that helps generate the results that you are looking for, knowing what to do and what to avoid is key. Keep reading for some helpful tips on writing a Google Ad.
Leverage the Use of Keywords
An essential practice in ad copywriting is to include keywords that mirror the search. When you parroting back phrases that are close to what is being searched for, you are letting someone know they are in the right place.
Adding keywords to your ad copy is pretty simple; however, you need to ensure the keywords are being used well. Don’t just stuff in as many as you can.
Don’t try to stuff in as many as possible. An ad full of keywords doesn’t convey a message and may be even worse than an ad that doesn’t have any keywords. It is more important that you clearly articulate what you are trying to sell.
The placement of the keywords plays a significant role, too. It is a good idea to test the placement of keywords in your ads to find out what works best. Sometimes, it will be Headline 1, while others will be best used in the description.
You won’t know what works best until you test your Google AdWords or Bing Ads PPC advertisement.
Use Countdown Timers to Create a Sense of Loss Aversion
Most people are more motivated by the idea of missing or losing out than the purpose of gaining something. This is a psychological force that is referred to as loss aversion. It is a powerful way to boost the click-through and conversion rates for your Google Ads.
The good news is, putting a bit of the FOMO into the ads you create isn’t as hard as it may seem.
Google now provides you with a countdown timer you can use in your text ads. All you have to do is grab the snippet and add it to your description or headline. If needed, you can use a Google Ads agency to help you with this.
Always Add a Call to Action in Your Ad
You create a Google Ad’s campaign because you want your visitors to take a specific action. For some, this could be making a purchase, and for others, it could be filling out a lead form.
Regardless of the action, you want the person to take, you need to make sure that the phrasing used in the ad copy provides a clue to what you want.
With a call to action, you can frame your visitor’s experience. Once someone knows what you want them to do, it will eliminate those who aren’t interested. This is going to help you save the cost of an unqualified click.
Once you set your visitor’s expectations with the ad copy you create, they should move on to a landing age that has the same call to action. If you have used “Buy Now” as your CTA in your copy, they should have the opportunity to make a purchase on the landing page.
If you only used “Learn More” as a CTA in your copy, be sure the landing page they arrive on includes the information needed to help them decide if they want to make a purchase later on.
Make Sure Your Ads Remain Current
The idea of being timely and current is something that is intuitive. Something that happened recently is going to get more interest than something that happened months ago.
The same is true for Google Ads.
Have you ever tried testing ad copy that illustrates how many customers you provided service for last month or even within the last year? This can be an effective way to generate more interest in what you have to offer.
Don’t Sell a False Bill of Goods
While this was mentioned above, you should make sure your landing page backs up what you have in your ad copy. Your ad copy and landing pages should work together.
Regardless of what copy is used, it is essential that the message and the offer follow through to the landing page to create a cohesive experience.
If the connection breaks down, it could lead to several issues.
You need to make sure the visitor is thinking about the call to action when viewing the ad copy. If the CTA isn’t included on the landing page, all the characters you used in the ad copy, along with the cost of the click, are wasted. If this happens, the person is no longer primed to take the desired action.
Creating Effective Google Ad Copy
There is no question that creating effective Google Ad copy can be challenging. It presents an array of issues that must be overcome to achieve success.
The Google Ad tips and information here provide some good information on how to get started in creating effective and compelling copy. If you need more information on Google Ads, then working with a professional ad company may be beneficial. Just make sure to find one that fully understands your products or services.
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