Quickly create a click-inducing AdWords ad copy

You lose potential customers and you do not even know it.

How? By using a bad copy on Google AdWords. Google AdWords is one of the most trusted and trusted ad networks on the internet. 77.8 percent of US search advertising revenue streams through Googleand the seeking colossus does not slow down.

Google has recently made some changes to AdWords that offer space for customizing expanded text ads. Of course, using this network effectively is one of the most important components to grow your business.

We have seen the benefits of it good AdWords copyand we've seen how bad copying can drag a business. Every time I search for something on Google, I see an ad that frustrates me because the copy does not do what it is supposed to do: make sure that I take action. And it is not designed to be so difficult!

Great AdWords copy is the key to your content marketing campaign.

With a better copy, your Quality Score rises, reducing your costs and allowing you to see more eyeballs. Here are some of my own tips for creating AdWords copy with click-inducing:

Link your landing page and URL to your ad text

One of the keys to raising your Quality Score with AdWords is to ensure that your ad is being copied matches the copy of your landing page. Lack of consistency is absolute killer of conversions, regardless of the context.

If you advertise with free shipping and you send your prospect to a landing page that does not even mention it, this has failed, no matter how good the copy on that page is. Regardless of the message in your ad, it must match the message on the page to which you are sending the customer.

Think about your ad because you extend the benefit and your landing page. Both have to depend on the same central theme, which means they must be optimized for the same keyword.

At the same time, put together your copy of the landing page and your AdWords copy, preferably with the same person working on both. That way you can optimize consistency and both will have the same tone and keywords.

Do not use dynamic keyword insertion

If you do not know what Dynamic Keyword Insertion (DKI) is, this is a technology that allows Google to enter the exact keywords that the customer is looking for in your ad text. The problem is that it does not seem like it is usually a good way to go.

Look, here is the thing: DKI sounds great in theory.

You can show your customer exactly what he is looking for: what should not be fun? But in practice it can actually hinder your advertising creativity, which has exactly the opposite effect of what you are trying to do.

High-performing AdWords ads avoid DKI as much as possible.

This can be surprising, because it is such a general tactic, but the fact that the very best ads do not use it makes it more of a kind stop for a mediocre copy than an integral tool. Avoid lazy solutions and adjust your own copy.

Use SKAG for your AdWords copy

Yes, it's time to talk with bolts and nuts. And personally I am a fan of the SKAG (Single Keyword Ad Group) method for making copies.

Google recommends five to twenty keywords per group, but this does not really seem to be the most effective way to reach customers. You only have a small amount of space in an AdWords text ad and making all the suggested keywords in the same ad fit is almost impossible.

You will also encounter problems that are relevant because it is almost impossible to get twenty keywords that are coherent with good ad text.

Instead of trying to stuff a bunch of keywords that do not really fit together in a small, tight space, you need to focus on taking one keyword and optimizing it. Some keyword ad groups increased the clickthrough rate 28.1 percent in two months in a study.

This is how it works:

  • Find your best producing keywords. Check your search terms and order them based on conversions to determine which ones are most effective. You can take the best of them and use them for the next step. If you do not have a list yet, take a look how to use the Keyword Planner to get a head start.
  • Add each keyword to its own ad group. Use exact matches, phrase search, and broad match keywords for each match.
  • Create ads that use the exact keyword. Use the SKAG keyword in both your header and your page URL. Be consistent with your landing page, as discussed earlier.

If you have this section well, writing the copy is easier. Speaking of writing the copy:

Be on benefits in your copy

It sounds like a good idea, but you would be shocked at how many people I have treated who do not understand this. When you write an AdWords copy, keep in mind that the average attention span is only eight seconds.

That's not much.

If you do not offer something that keeps an eye on the reader, why should they pay attention?

What does benefits-oriented mean?

  • What do I bring to the table that my competitors do not? If you perform a competitive analysis on a regular basis, you should have a good idea – and if you do not, why are not you? Go and arrange that first. Perhaps you are an e-commerce platform that offers more attitude to new customers than your competitors. Or maybe you are a coffee shop that transports varieties that no other store does. Whatever it is, find what you do and they do not do it.
  • Be specific. There are a thousand advertisers who say: "Free!" And "Save!" And "Buy now!" Some of those ads will get good results even with a sub-optimal copy. But the best copy is specific – for example, "33 percent off your next order" or "five percent interest rates." Use figures and cold hard facts like your powerful words. Use A / B testing to find what works best.

Use emotional attraction

According to award-winning sales blogger and author Geoffrey James, purchase decisions always result from a change in emotional state. He quotes six main emotions to stimulate sales:

  • GreedI will be rewarded for taking a decision now.
  • Fear: If I do not make a decision now, something bad will happen.
  • Altruism: My decision will now help others.
  • Envy: My competitors will win if I do not make a decision now.
  • Pride: I will look smart to make this decision now.
  • Shame: If I do not take this decision now, I'll look stupid.

If you want to know which of these is the most emotionally attractive for your audience, you must have prepared market research beforehand. You only have eight seconds. You have to call on the intestine.

Look at every successful advertisement there is – there can be concrete information that anchors the emotional appeal, but to attract attention, a successful advertisement must trigger emotion.

Flat, faint ads do not get clicks.

Always use a powerful call-to-action

You have concentrated on one keyword and you give the benefits and use emotional appeal to attract attention. What's next?

Your potential customer is busy – you have to set it up.

If you give them nothing to do, they will not continue. Do not forget your call to action. You need a snappy sentence to end your ad and make sure they click through to your landing page.

This is what you need:

  • A strong command verb. Buy, shop, download, subscribe, discover. Quick note: avoid "click". In my experience this is not very good at causes conversions. It is not strong enough. Strong command words are not difficult to find and if you have problems to sort them out, the internet is full of examples and lists.
  • Emotion-provocative language. Exclamation marks are surprisingly useful here, so you see them everywhere. Integration power words helps too.
  • Give them a reason. Why would they do this?
  • Create urgency. While you can, now, today, here. Adding urgency increases the chance that you actually get a click.

See how the clicks come in

After you have made the copy, your work has not yet been completed. You must run A / B testing, exclude keywords that do not work, and participate in all maintenance associated with a thriving AdWords account.

It takes a lot of work – believe me, I know.

I did it myself.

But now you know how to attract the attention of a few wandering eyeballs and it turns into a conversion. With these click-inducing AdWords copy tips, you are well on your way to a more effective advertising strategy and a healthier bottom line.

This message is part of our contribution series. The opinions expressed are from the author and not necessarily shared by TNW.

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