Google Adwords is all About Great Copywriting to Increase Conversions
We’ve all been there before. Whether setting up a new account or fine-tuning an existing one, analysing the performance of your client’s Adwords involves a lot of measurements. In an ideal world, you want your campaigns to hum along without too much of your own time spent tweaking and testing.
Anyone who manages successful SEM campaigns will have a great system in place that spends on the right keywords, doesn’t overspend too early in the month, and shows ongoing improvements in conversions, including timely advice on what competitors and Google are doing.
However, although the tools are there for PPC guns to maintain incredible quality control on their client’s campaigns, there is also a fundamental aspect of any ad that will triumph over anything you do once the ads are running: compelling copy.
Opportunity in a Time of Intense Competition
In a world where every brand is trying to grab our attention and be memorable, the need for great Adwords copy has never been higher. But the challenge has also never been harder to cut through the noise and grab that piece of the market which will make your client’s over the moon.
Google says that “To effectively reach potential customers, your text ads should be specific, relevant, attractive and empowering.”
With recent changes to Google’s expanded ads structure in late 2016, there’s never been a better time to get creative, think big and cut loose with your ads.
Put Your Thinking Cap On
The two 30 character headline format presents a perfect opportunity to supplement or enhance your initial offering. Here are four tips to get you started:
- Highlight the value, distinctiveness and basic awesomeness of the product or service you’re writing for. If you don’t know this, you probably shouldn’t be managing the client’s Adwords!
- Get personal as well with “you”, “your”, “yourself” in the headlines and appeal to user emotions. People love feeling special.
- What are they truly looking for and how are you answering their specific needs with your two headlines?
- Don’t just sound like a carbon copy of your nearest competitor, so check what they’re saying too and look for semantic variations which draw people’s attention.
The 80 character (up from 30) description texts are where advertisers can inject personality to their ads. We’ve found this space is enough to create a unique tone-of-voice and engage with users on a more human level. Don’t underestimate the power of being clever, a little provocative or using a pop-culture reference. Entertain people and they’ll warm to your client’s brand immediately.
Now Put it to the Test!
Of course, there’s no point in learning about how to write great copy for ads without testing them to find out which one works best. You may be the copywriter and you get to speak to the audience in the way you think will best reach them, but the audience will decide on which ad does that best, every single time.
And if your ad happens to increase clicks but not conversions, you may have a problem with the content or UX on the landing page URL. There is such a thing as an ad that is too well written.
Put in the Time and Expertise
We make sure to invest a suitable number of hours every month to the copy we create for our client’s, as we’ve seen firsthand how well written, engaging, entertaining, and inspiring ads can lead to more clicks and higher conversions from the right people who are ready to make purchasing decisions.
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