The actual ads that you write for Google AdWords are the most important component of your campaign. This should make common sense, but judging by many of the ads that I see written, this aspect may be getting overlooked to the campaigns detriment.
Here are 3 key focus points you should concentrate on to create killer ads that will get you great results for your valuable ad spend.
[If we are managing your AdWords campaign, this will give you some insight into what goes into the writing of your ads.]
#1 – The Ad Needs To Attract The Searchers Attention
As you know, there is a lot to choose from in the search results page. How does one choose your ad to look at in the first place?
You are competing against not only other ads (in orange box), but also the organic search listings further down the page (in green box, that extends to bottom of page). They are all vying for the searchers attention.
A searcher firstly scans the top half of the page until something grabs their attention. Here are the ways attention is grabbed (from observing my own behaviours, and from my experiences in writing ads and seeing subsequent Click Through Rates)
How To Grab The Searchers Attention With Your Ad
- Same keywords used in search are bolded in the text of the ad. So look to use this keyword in your ad somewhere
- Use different characters/symbols such as @ “ * % $ as these stand out and catch the eye
- Use numbers and percentages as people are drawn to these
- Have an intriguing benefit or statement
This ad has all these factors…
In the text copy there is the same (related) keyword as I used in my search, so ‘standing desk’ and ‘NZ’ is bolded in the ad.
Characters and numbers are used in the form of showing the price of $25.
The intriguing benefit or statement to me is “NZ’s most economical standing desk”. This makes me inquisitive as to what makes it so economical, and I’m attracted by the price. If I am looking to buy a standing desk, then I am going to want to know what the most economical standing desk in NZ is, even if it ends up not being right for me, I want to consider it. You have my attention!
Once you have attracted the visitors eye and attention, then you need to firstly qualify the visitor, and then compel them to click through. Firstly let’s discuss qualifying…
#2 – The Ad Needs To Qualify The Visitor
If someone is searching for something slightly different to what it is you are providing, your ad needs to make it perfectly clear and obvious to them of what you are offering. You do not want their expectations to be different when they arrive to your website, or else they will simply hit the handbrake, do a u-turn and go to another search result while you donate that money to Google.
So when you write your ad and then review it, ask yourself “is it perfectly clear and obvious what we are offering to the searcher, even if they see our ad when searching for something slightly different?”
Your ad needs to be relevant to the search term.
If we have ticked this box, and the searcher is well aware of what we are providing, there is no ambiguity (big word, attracts attention in ad copy ;), then we need to compel them to click through on our ad. Here is how to do that.
#3 – The Ad Needs To Compel The Visitor To Click Through
Firstly, the more attention in time you receive from the person, the more invested they become in your ad, and hence more likely to click through. However remember that you have multiple ads and also organic search results that you are competing against that all likely offer a similar product or service, so you now need to compel the searcher that your website, offer, service or product is worth further investigation.
(Note*** I use the word compel instead of convince. To compel is for someone to WANT to click through and discover more, whereas convince to me means you have to change their mind from NOT wanting to, subtle difference in the same vein as pull versus push)
Here are elements to make your ad more compelling
- Use a statement about a feature or benefit of the product
- Have a clear call to action as to what the searcher should do next
- Mention something different or unique to what everybody else is saying in their ads
Compelling Versus Not Compelling Ad Example
In this example it is pretty clear that the second ad is more compelling than the top ad, just by using some of these elements to engage and be more interesting.
Remember The Goal Is To Bring Potential Buyers To Your Website
If your ad uses these three components, #1 attracting the searchers attention, #2 qualifying the searcher, and #3 compelling them to click through for more, then you will be sure to get a higher percentage of visitors who are more likely to become a customer for your valuable ad spend, which at the end of the day is what it’s all about, right?