Since their launch just over a year ago, many marketers and businesses incorporating Google’s expanded text ads into their marketing campaigns have been unsure of how to write great performing ads that crush the competition. Writing the perfect ad can be a challenge, but it isn’t all that difficult, when you use the right tactics. Our Atlanta marketing team has a few suggestions to help ensure your ads are well worth the investment of both time and money.
Your ads must be relevant when it comes to keywords and search terms. What search terms would your target audience use to find your product/service? Include the keywords users would type into the browser within your ad to ensure relevance. For instance, if users would perform a search query using “women’s little black dresses,” be sure your ad contains this search phrase.
Make your ads city-specific. Localized ads perform extremely well for most companies, particularly those who are service-based. Even for national companies, it’s more effective to localize by city, as many consumers’ search queries include a city name. For instance, a user may type in “garage doors in Atlanta.” When you include the location users are searching for, you’ll see not only a dramatic increase in number of conversions, but a substantial decrease in cost per conversion!
Evoke emotion in your expanded text ads. Whether joy, amusement, empathy, curiosity, fear, or even sadness, emotional triggers have been shown to increase click-thru rates. It’s also been shown that ads about tough topics such as cancer, drug addiction, etc. perform better when written in a positive tone rather than a negative tone.
Don’t forget a powerful CTA. A powerful call-to-action is critical for a high-performing ad. If lead generation is your goal with expanded text ads, consider call-to-action words or phrases that have proven effective. Some of these include “save big,” “free returns,” or even words that create a sense of urgency such as “today.” If generating leads is your primary goal with your ads, include “learn more,” “sign up,” “apply now” or other similar words or phrases.
Use short headlines for a higher CTR, and don’t think you have to use all of the characters allotted. Useless text doesn’t generate interest, and it could decrease performance. Keep it brief and to the point, while keeping the above tactics in mind.
Not everyone can write a winning expanded text ad, no matter how hard they try. If you don’t have a great writer on staff to craft your paid ads, EBB Web Design is an Atlanta digital marketing firm that specializes in PPC ad management. Give us a call now!Google+