We don’t know if you noticed, but there is a LOT of competition on Google. With the average Google search returning over 53,900,000 results within 0.98 seconds, it can sometimes feel almost impossible to get your business high enough to be seen by the masses. One of the ways around that is to invest in some paid advertising, or PPC advertising through Google itself. Of course, that comes with some competition of its own. After all, Google shows around 6 billion ads a day, so you’re still trying to be heard above the noise. The best way to do this is to be better than every other business bidding for the same keywords as you, and create ads that encourage viewers to click through onto your landing pages. But how do you write a Google Ad that gets clicked on?
Write 3 And Choose The Best
In general, your ad will be split up into 3 sections:
Headline: Write a great headline that attracts your reader’s attention, and will be relevant to their search.
Description 1: Use this section to tell people about the benefits of your product or service, and your USP.
Description 2: Continue to outline the benefits, and give your readers an incentive to click. This is where you’ll include your call to action.
Of course, sometimes, it’s not as simple as writing one great ad. Sometimes in order to find the best ad, you need to create a few different versions, and choose the best one from them. So if you’re struggling to write an ad that really works, try splitting things up a bit and write three, all in different styles. In the first, try focussing just on the ‘what’s in it for me?’ statement, and discuss the value of your offering to the reader. In the second, focus on the services you provide, and the pain point you’ll be solving. And in the third, get a bit creative and do something different from the others. Now you can either run all three ads and see which works best, or you can take your favourite parts of each ad and create a hybrid ad that will perform better.
Test And Learn
All marketing is based around testing new things and learning what works and what doesn’t. It’s basically science. And Google Ads are no different. In fact, they’ve built A/B testing into their Google Ads system, so you can test your variables and discover what works. For example, you could run two identical campaigns, but change the title in each – one more direct, and one a bit softer. You then have a direct comparison between the two, and you can see which works best. By testing one variable at a time, you can hone your ad writing skills and create ads that have an impact. But remember- in order to test, you need to know what you are measuring as success. So before you start, ask yourself – are you measuring success as the number of people who click on your ad, the number of people who see it, or maybe even the number of people who buy from you? Once you know that, you will be able to test every aspect of your ads and learn what your audience wants, and how they respond to different offerings.
Use Power Words
Over the years there are some words that copywriters have found to be the most effective in convincing their audiences to engage with their copy (in other words, getting people to click and read). In the world of PPC, they’re known as ‘power words’. Using power words in your Google Ads is a great way to get users to click on your ads, which in turn means Google will show them to more people, since they are being interacted with. One of our favourite power words is ‘you’. It created a focus on the customer, not your business, and means you can show them what they will get out of your service. It is also more likely to draw the users eye and get them to interact that way. Here’s an example, so you can see what we mean. These 3 results came up on a search for ‘concert tickets’ – but only one of them makes a connection with the reader and entices them to click.
At Ad Extra, we work with businesses who want to understand Google Ads better. We can help coach you through how to set them up and use them in our workshops, or we can manage them for you with an outsourced service. If you would like to know more about creating Google Ads that sell, just get in touch with us today.