Day: June 21, 2012

The most difficult task in Search Engine Marketing is “writing an ad copy ” that works. This is because the Google ads have limited space and it is not easy to fit everything you want to convey about your business in just few words. Moreover the website visitors will just glance at the ads, so the ads should catch their attention at the very moment. The ad itself does not sell, it just grabs the attention of prospective customers, so they click on it and in turn are taken to the website where actual sales happen. So writing an effective ad copy that generates high CTR is the key to the success of the Search Engine Marketing campaign. Writing an ad copy involves thoughtful approach and careful observations. While Writing an Ad Copy, Consider the Following Questions: How to make a strong call to action that will impact ad performance Why to include the keyword in the title Does price inclusion in the ad text reduce unwanted click? The following tips will help you in writing an effective ad copy that stands out and generate result. Highlight the USP of Your Product/Service The USP differentiate you from others. So highlight what makes you different from others. Why customers should go for your product or services. Your proposition should be something which your competitor cannot and should not offer. You may be providing free shipping, For example the USP of FedEx is “When your packages absolutely, positively have to get there overnight.” Use Question to Arouse Curiosity or Interest If your ad can arise curiosity among the visitors they will definitely click on it. But make sure your landing page is equally effective else the conversion will be less. For example you can say “Want to make money working from home?” Include Price and Promotions If you are running any promotion for customers, make sure the message reaches to customers. So include any promotion or any special price in your ad text. For example you can add “Get 50% off when you buy now.” Tell About Benefits Before Features If you can show what will be the benefit of your product/service, then someone looking for it will be enticed to click on your ad. For example a person with obesity is more likely to click on ad that says “Loose 30lbs in 30 days.” Include Keyword in Your Ad Text The ad text must contain atleast one of your keyword. This is because the adwords ads are contextual and when people are searching for a keyword, they are more likely to notice your ad if it contains the keyword. Capitalize Every Keywords It has been seen that Capitalizing keywords have boost CTR by 80%. So make it a practice to capitalize every keyword, but do not capitalize words like in, an, of etc. Match Your ad to Landing Page Whatever products you are advertising on the ad should be present on the landing page else it will create confusion among customers and this will reduce the conversion rate. Create Trust Through Endorsement When you associate a testimonial of a celebrity or a renowned person to your product or get the review from a trusted brand, it will build trust among users. For example you can include phrase like “ranked #1 virus cleaner by PC World” Tell a story If you include a personal experience in your ad text that is more likely to bring attention. For example “How I made $6000 in a day” will surely make customers enthusiastic and they will want to know more. Use Dots in Description Text Using dots in the description creates an impression that there is more that can be seen upon clicking on the ad. Mindvalley Labs published a report that compares the CTR and Conversion rate of similar ads, but one with dots at the end and other without dots. Think Yourself as a Google Searcher There is nothing better than putting yourself in customers shoes. So if you can think like a visitor who is searching for the exact keyword you are advertising. If you are advertising “Stain remover”, you are willing to find, “how to remove stains”. So users might be interested in if he sees ad that says “How to remove stains quickly” or something similar. Try Using the Keyword Free “Free” is a magical keyword when it comes to online advertising. But this may not fit in all and every products and services being advertised. However if you have a product or website that has something free for every users, you must include it. Remove Common Words Common words like a, an, the, and, on etc. consumes word. So avoid them as much as possible because ad text has limitation in characters. Use Call to Action Phrases If it is an image ad, it is easy to add a call to action button and make it standout. But we can use the same approach in ad text by utilizing call to action phrases. Some of the phrases that can be used for this purpose are “Try Free”, “Download Now”, “Save 40%” etc. Components of Google Text Ads The Text Ads of Google Have Three Components as Mentioned Below: Headline: This is the first line of Google text ad. This is the main text of the ad that is noticed by customers. The main goal of any ad is to grab customer’s attention. So you need to make this as attention grabbing as possible. Also include keyword in the headline too. People are more likely to click on the ad if they find something similar to what they are looking for. The headline is limited to 25 characters only. Description: The ad description contains information about the products or services you are offering and how it meets the need of the users who is looking for something related. The description has a limit of 70 characters and it is spread into 2 lines. Each line can have a maximum