AdWords is one of the most effective ways to drive targeted traffic to your website. But many companies don’t know how to get the most from their ads, and often they fail to spend enough time on getting the copy just right.
Here are some tips to get the most from your copy to get more clicks and more conversions.
1. Focus on the Headline
As with any copy, the headline is the most important part. This is the part of the ad that gets the attention of the targets (as in the classic copywriting formula AIDA, which stands for Attention, Interest, Desire, Action).
When trying to get attention using your AdWords ads, don’t try to be clever or too creative. While invoking curiosity can be effective, this is only true when the headline is relevant to the needs of the searcher.
In AdWords, people are searching for something specific (as opposed to coming across your ad in a magazine or on Facebook). So you need to immediately capture their attention by making the ad relevant to their needs.
This can be something as simple as the keyword that they are searching for. For example, something like ‘Sports Shoes’ may be perfect for someone who has used this phrase in their search.
2. Get to the Point
Focus on the end goal of the searcher. You don’t have time to mess around getting to the point, so let them know exactly what they will get. This is a good lesson for any copy, but especially with AdWords where the amount of copy is so limited.
Also, avoid jargon and focus on using powerful verbs over irrelevant adjectives. Think about exactly what your targets are trying to achieve, and focus on that.
3. Stand Out
Your ad will show up alongside many others, so you want to make it stand out. To do this, look at your competition before you create your ad to see what you’re up against.
Going back to the previous example of ‘running shoes’, using this keyword in the headline could be effective – but not if everyone else is using it. If that’s the case, you will want to differentiate your ad from the others.
This can be tricky, but it’s worth spending some time over. So make it stand out while ensuring it is still relevant.
4. Make It Urgent
You don’t have to do this with every ad, but adding some urgency can go a long way with some of your ads. This is a classic persuasive technique, and it is well worth testing.
You don’t have to shout out that this is a limited time offer, but simply slot in select words that make it seem more urgent. Adding the words such as ‘now’, ‘today’ and ‘this week’ may well increase your clicks.
Write More Powerful Ads
Writing ad copy is not easy. It looks like it should be because you have so little to write with AdWords, but this actually makes it even more of a challenge. But these simple techniques can help to give you a head start over the competition, so try them out with your next ads and see if you can increase your clicks.