Running a PPC Ad campaign can be a really profitable thing for your business to do. Or it could be an enormous waste of time. There doesn’t really seem to be any in-between. At Ad-Extra, we often have companies who come to us asking why their Ads haven’t been performing, and what they could do to improve. And to be honest, a lot of it is usually to do with the text they’re using within the ad. You see, platforms like Google give you a limited space to catch someone’s eye, get them interested in your offer and entice them to click – and it’s the text that achieves this. So having great ad text is essential to your ads success. While there is no magic formula for writing winning ad copy, there are a few things you can do to make your copy stronger, and we wanted to share them with you today.
Know What Your Target Market Wants
Lots of the businesses we work with start out their ads by talking about themselves. Which is only natural – after all, you want prospects to know who you are and what you can do for them. But the thing is, most of your readers won’t care. Customers look for you because they need something specific, not because they’re curious about your business. So if you want your ads to work, they need to be focused on what your target market wants. Show them that you understand their problems, and that you can fix them. Flip the angle to focus on them instead of you, and you’ll see much more success.
Address Your Audience
This one is super simple, but very effective. Just address the reader directly! Use the words ‘you’ and ‘your’ wherever you can. Speaking directly to the reader makes it feel personal to them, makes them feel important and helps start a relationship with them straight away.
Use Emotional Triggers
Most buying behaviour is based on emotion, so you need to try and invoke some kind of feeling in your readers. The worst thing a PPC ad can be is boring, unmemorable and generally flat. Choose your words carefully – decide if you want to go with a negative stimuli or a positive one (both can be very effective) and what the best way to create an emotional response might be. Do you want to leverage any pain, fear or anxiety they may be feeling? Or do you want to make them feel safe, make them laugh or draw them in with something heart-warming. Once you know the emotion you’re aiming for, just find the language that brings that out.
If you want to draw more eyes to your ads, try adding in a number or two. Statistics and figures have a way of getting people’s attention and have proven to improve click-through rate time and time again. But if you do use numbers, make sure they are relatable numbers. For example, rather than saying ‘75% of users love our product’, say ‘1 in 3 people who use our product love it’. Framing numbers as fractions makes it easier for people to understand them and relate it to their own experiences – which is exactly what you want.
Most people will need a little convincing before they commit to buy something. Unfortunately, you can’t do much talking from an ad, so the best you can do is work to remove any objections they might have before they realise they have them. Come up with a few common obstacles and objections you come across, and make sure you address those points pre-emptively in your ad copy.
Use All Of The Space
You’re not given a lot of space in your ads – so use it well. Google Ads only gives you two 30-character headlines, plus an 80-character description. To put that in context:
30 characters looks a bit like this.
The 80 characters looks more like this, with a little extra length to play with, but it’s not much!
Make sure you maximise your ad’s power by packing all the information you can into that short space. Use every last character, and make them count.
Focus On What Makes You Stand Out
Instead of just saying what you do, try to make sure your ad highlights what’s different about you. What makes you stand out from your competitors, and why customers should go for you instead of them. You don’t have much space to do a big long list though, so try to compress your USP down into one powerful kernel that will make readers want to know more.
Google Ads works best when it’s very tightly targeted. Add that to the fact that consumers like and trust local businesses over big, faceless national corporations, and it makes sense to focus on local. Try to emphasise your location in the text if you can to help people feel more comfortable approaching you. You don’t actually have to operate in just one location to play up the local-business angle either. If you have multiple locations, you could run a PPC campaign for each, targeting that specific local area.
Use A Strong, Creative Call To Action
Finally, tell them exactly what you want them to do at the end. The phrase ‘call now’ doesn’t actually inspire any urgency, which makes it a pretty lame call to action. So try to come up with something that’s a bit more specific to your audience and makes them want to pick up that phone now. Starting with a verb is often good – something like ‘get’, ‘save’, ‘build’ or ‘join’.
At Ad-Extra, we already know all of this – it’s what makes us so good at creating bespoke PPC campaigns for our customers. We work with businesses across the country, helping turn lacklustre PPC campaigns into high performing revenue streams. If you want to get in on the action, all you’ve got to do is hit the contact button.