So, if keywords represent the waters that you decide to fish in, ads will represent the bait you’re using. Your choice of bait will impact the types of fish you attract. There are lots of components to Google Ads, but remember, the ad is the first thing the end user will see, so it is vital that you differentiate yourself from your competitors in your ads, to drive more relevant clicks (operative word being ‘relevant’ as we don’t want any clicks. We want the right clicks from the right people).
In today’s blog, we will be looking at the ‘Key Principles’ that make a good ad. We will go over the process of creating conversion driven ads, and we will also uncover some unspoken secrets that you can implement to get your ads working harder for you.
The Components Of A Good Ad
A good ad must be able to attract high volume, high-quality clicks and there are two things your ad must have in order to achieve this:
- Clarity & Relevance – When users come across your ad on Google, before they even click on your ad, they should have a clear picture in their head of what you offer, just from reading the text. The ad must also be highly relevant to what the user is searching for. You can really laser focus your ad targeting through proper keyword planning and using negative keywords to avoid clicks from users outside of your target market.
- Emotional Attraction – We are all emotional beings, and our emotions govern most of our decisions. When we watch a film, we might not remember the specific words that were spoken in the film, but we will remember how that film made us feel – because we are emotional beings. Therefore, we must also include some emotional triggers in our ads to drive the click. You can incorporate emotion in your ads using things like; scarcity, urgency, social proof, etc…
Here are 7 types of ad content that work well:
- Keyword rich – whatever keywords you are targeting at the ad group level, it is good practice to include those exact same keywords in your ad headlines. This will make you look good in Google’s eyes, and it will also make you stand out in the user’s eyes, because if a user searches for something on Google, and they see an ad with a headline that has that exact term they just typed in, they would be a lot more likely to click on your ad.
- Detailed descriptions – having a clear and articulate description of what you’re offering can also go a long way in helping you to attract clicks from the people you’re targeting and repel the people you’re not targeting.
- Clear call to actions – having a call to action in your ad copy is important as it gives the user an idea of what to expect when they click on your ad. Your call to action could be anything along the lines of; buy now, sign up today, make an enquiry, or whatever you want you prospect to do.
- Price – If you are advertising for company that has fixed, competitive prices, it might be worth including the price in your ad copy. It is common for ads with a displayed price to have a lower clickthrough rate, however, they do tend to get better conversion rates.
- Social proof – If you’re advertising for a company that has a 5-star rating on review sites or has already been proven to help lots of other people, or has achieved noteworthy awards, it may also be worth including these awards in your ad copy to give the company a stamp of approval and build trust with the user.
- Benefits – Your product or service will hopefully have particular benefits that your competitors don’t have. If this is the case, it will be worth including those benefits in your ad copy.
- Pain Points – Identifying your prospects pain points and including them in your ad copy can be a good route to take. This is because people are naturally drawn to people/companies that understand their pain. So, if your ad can demonstrate that you understand their pain, this could help to increase your click through rate. And to take it a bit further, using the same phrases and speech patterns as your audience can also be a good way of grabbing the attention of your audience. When customers hear their own language reflected back at them, they automatically feel more comfortable. You can easily identify the speech patterns of your audience by; sending them surveys, or if you already have social media pages for your business, read the comments on your posts. What language do they use? Are there any commonalities? What words do the majority of your followers use to describe their problems? Pay close attention to this and then replicate these language patterns in your adverts.
- Promotions and discounts – People are always drawn to good value, so if you have any seasonal offers, it will be worth highlighting this in your ad copy.
Running successful Google ads is no easy field to navigate. That’s why we are constantly posting value packed tips to help you on your advertising journey. If you would like to work with us and see how we could help you with your Google ads, please feel free to get in touch and get a free paid search consultation.
