Targeted ads that capture your customers attention are an essential element to any successful AdWords campaign. With such limited character space, writing an effective ad to get your point across can be a challenging task. Here are some simple tips to help you write standout ads with an increased the click through rate (CTR) to ultimately drive more traffic to your site.
1. Make Headlines
The ad headline is crucial to capturing your customers attention and should appear relevant to their search. Make sure your headline contains one of your keywords and focuses on your product offering. The added benefit of this is your keyword will automatically appear in bold.
Lets imagine we are writing ads for our site that sells pet supplies and are specifically targeting people who are shopping for aquariums. The key words that we are targeting specifically are “buy aquarium”, “glass aquarium”, “premium aquariums” and “quality aquariums”. Using these keywords an appropriate headline should be something like “Quality Glass Aquariums”.
2. Get Specific
You only have seventy characters in which to write a description to engage your customer so it needs to be specific and to the point. You need to communicate the details and benefits of your offering in this space. The description should also contain a call to action – more on that later.
For our aquarium example, a suitable description would be ‘Premium glass aquariums, huge range. 15% of all stock. Shop online today.’
3. Call to Action
An effective Google AdWords ad will also contain a call to action in the description. The ultimate goal of a call to action is to convert a user into a lead. This can be as simple as two words, ‘buy now’.
Using our aquarium example, our call to action is ‘Shop online now’. Adding these three elements together we have an ad that looks something like this:
4. The Eagle has Landed
You’ve created a brilliant ad, the user is interested and has clicked on it. Now what? The destination URL is the page on your site the user is directed to after they’ve clicked on your ad and it is crucial to converting your new lead into a customer. Make sure the landing page is relevant to the ad that brought them here.
In our aquarium example, this means the destination URL should deliver the customer to a page relating to ‘high quality glass aquariums’, not just the home page. This ensures the customer is shown the most relevant information relating to their search instantly, without having to search for it themselves.
5. Check CTR and Rewrite
Once your ads are up and running, you’ll need to constantly monitor their performance. Find out what ads have a high CTR and what ones don’t. Rewrite the ads with a low CTR to be more aligned with what works in your higher performing ads.
Image courtesy of Stuart Miles / FreeDigitalPhotos.net