tips for effective ad copy
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Tips For Effective AdWords Ad
CopyRemember the old adage, you don’t get a second chance for a first impression? It’s literally true for online advertising.An AdWord campaign is like getting a parking space in the center of Times Square, Piccadilly Circle or Placa de Cataluña: small, can be expensive, but if you do it right, it can make you stand out.
There are 3 main elements to your Ad advertisement:1. Headline (up to 25 characters): the headline is on top of your ad. It appears in blue and in bold.2. Description line 1 & description line 2 (up to 35 characters each): the body copy of your ad. It’s here you highlight what you offer, how your product can solve the user’s problem or mention your promotion.3. Display URL: this is the webpage you display in the ad, the page you want them to visit. It should be relevant to the user’s search, preferably including one of the keywords.
1. Relevancy
If I’m going to California and searching for ‘LA Steakhouses,’ I don’t want to see ‘Best steakhouse in Oregon’ pop up on my screen. If someone is Googling Car Insurance’, he certainly won’t be interested in Cheap Car Rentals, just because the word ‘Car’ appears.
2. What’s in it for the customer?Why should he buy from you? It’s not about what you’re best at but what the benefit is for the customer: lowest hotel prices online, free shipping on all waterproof shoes, etc.
3. Strong Call to ActioneDo you have a special promotion? 25% off brand new tires; buy one pair of shoes, get the second pair free. CTA words: order now, browse, call, learn more, get your free copy, start now! etc.
4. Be as specific as possibleget a quote in 10 minutes will get more reaction than the rather vague learn more about…
5. Numbers add upnumbers catch the eye: 100% Italian leather; 90-day money-back guarantee. Order now, 5 foolproof ways to increase your…etc.
6. Match the destination URLWhen possible, match the destination URL. For example, if the user is searching for blue carnations:
Fresh Blue Carnations – $19.9524/7 delivery of bouquetsBlue Carnations, Roses, Tulips, Lilies and morewww.infinityflowers.com/bluecarnations
7. Keywords, keywords, keywordsIf your ad copy doesn’t contain the word your customer is looking for, he’ll simply skip it and move to the ad that does has the keyword. Make sure your main keywords are in the headline and description so that they will automatically show up in bold in the search results. And speaking of keywords…
8. Use Dynamic Keyword Insertion (DKI)DKI allows you to customize a generically-written ad to match a user’s specific search. You do this using a special dynamic keyword formula that . For advertisers, it can save time; for users, it can bring them exactly what they’re looking for. Like all things in marketing, however, this tool should be used sparingly and not all the time. Extending its usage to description lines can bring your teetering on the edge of spam:NYC chocolate Cookieswww.nycccookies/chocolateBuy fresh chocolate cookiesChocolate cookies on sale now!
9. Grammar, spelling and punctuationIt may sound trivial, but when someone sees your ad for 24/7 limbo service, chances are they’ll look somewhere else.
10.TestingAs with landing pages, you need to test your ads to see what type of text is more effective than others. Sometimes it could the presence of a dash or incorrect grammar that can make or break your ad. Writer multiple versions of your ad and see which gets the better results.
11. Have your landing page prepared beforehand
Just like no one builds a road before completing the destination, so you also should have your landing page ready, and consistent with, your ad words copy. Remember, your landing page should deliver exactly what your ad promised.
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