There are lots of elements of your Google AdWords campaign that are important. This includes the copy of your ad. You don’t have much text to work with, though, so how do you make sure you get the right message across while also encouraging potential customers to click on your ad?
Here are some tips:
1. Include Keywords, But Not Too Many
Including keywords in your ad will help improve your quality score which will lower the CPC (cost per click) of your campaign and, ultimately, the cost per conversion. One of the primary reasons for this is that keywords demonstrate to the person doing the Google search that you have an answer to their query.
Remember, however, keyword stuffing (where you include as many keywords in your ad as possible) will have the opposite effect, i.e. it will reduce the effectiveness of your campaign.
2. Be as Specific to the Target Keyword/s As Possible
Your ad copy should relate to the keyword as much as possible. For example, if a person is searching for “exterior painting services”, the copy of your ad should talk about exterior painting rather than painting rooms and other interior parts of a house.
3. Focus on the Perspective of Your Potential Customer
One of the biggest problems with AdWords copy is writing about your business, what you can do, how good your products or services are, the discounts you offer, etc.
People looking at your ads, however, are more interested in their own problems. These are the things you should be talking about in your ad.
Let’s use a painting company as an example again with a user searching for a painter with experience of renovation projects. Instead of the painting company including generic text in their ad talking about their painting expertise, they should start with something like “Need a Painter with Renovation Project Experience?”. This is an example of ad copy that is focused on the customer.
4. Test Multiple Versions
Even experts who manage budgets of millions and write several AdWords ads per day test the copy they write. You should too.
With AdWords, you can run split tests where you have two ads running at the same time to see which one is best.
5. Use Ad Extensions Where Possible
Ad extensions increase the visibility of your ads as well as making it easier for people to find what they are looking for. They can also make it easier for people to contact you.
The ad extensions you should include in your ads are:
- Structured Snippets
6. Include a Call to Action
It’s important you include a call to action in your AdWords copy to encourage the user to click. The call to action should be as direct and positive as possible.
7. Use the Word "You"
Finally, make sure you use the word “you” in your ad copy. This will help you talk about your potential customer, what is important to them, how you can help, and how they will benefit from choosing you rather than one of your competitors.
Crafting Effective AdWords Copy
While it takes experience and practice to get right, the above are all essential elements you need in your AdWords ad copy to get the most from your campaigns.