In any form of marketing, the concise and compelling language used to convey your message is critical. You need to be able to sum up your ideas in a few sentences or less and deliver it in a way that is attractive to potential customers. Organisations that help with Google AdWords services have to equally be concerned about the use of compelling messaging in their ads as well.
But more often than not, we end up with a disappointing mix of keyword stuffing and complete misunderstanding of brands and their products/services. There’s always more that we can do to deliver ideal ads for AdWords, and below we’ve highlighted four things for you to do to make your ads better.
Your First Idea is Not Your Best
This marketing principle is repeated again and again and sees marketers run with their first idea because they think it’s the best. Wrong. It’s far more productive to develop three ideas and compare them before making a decision.
AdWords relies on less than 140 characters to convey your message; that means you will only have to write 420 characters to find the ideal ad. Maybe it’s one entire ad; maybe it’s one headline and another body; it doesn’t matter. Either way, practice writing multiple ads and watch your quality soar!
Ad Testing is Always Useful
As with new versions of websites, conversion rate optimisation programs and so much more, split testing your ads can offer significant insight into the way your customers behave. Creating two separate ad ideas and sharing them among the same demographic groups (with half getting one and half the other) can show you how the ad might fare in the real world.
Given the amount of data available from AdWords, this isn’t just about engagement, but looking at specific actions like sales vs. leads, CTR, bounce rates, and other metrics too. You can review every element of the AdWords ad, not just copy, but keywords, targeting and timing as well.
Power Words and Emotional Responses
Learning to write your AdWords ads with evocative language is critical. It’s not just about being clear and concise but offering them something to engage with. For example, you should be talking about “you” the customer, not “us” or “we”, because users can’t relate to that. You want to show the user that you’re on their side and are trying to benefit them
Emotional responses are similar. Don’t be afraid of eliciting fear, anger or happiness from your ads; these types of reactions can create a stronger connection with your brand in the long run. You do need to be careful not to go too far as to upset people or to miss critical messages, but engaging users on an emotional level is a powerful tool in your AdWords arsenal.
Great Google AdWords Services Deliver in Spades!