Creating ads in AdWords can be quite difficult, as you need to put all the required information into a very tiny space. You’ll quickly realize, that it is impossible to use all the “tricks” and means to attract clients that you’ve planned. However, you still need to stand out from those other nine commercial offers that you have to share the ad space with… How can you do it?
We’ll tell you about several proven tactics that will increase the clickability of your ad, it’s quality and conversion ratios.
Reflect on Visitor’s End Goals
Since most of your competitors use dynamic keywords insertion (DKI) and focus on the same keywords, and you can see that their ads are quite similar.
Such ads can easily get lost in the overall content, therefore chances of each position to be picked by the user are very low. So how can you stand out?
Advertisers sometimes oversee actual needs of their clients. That “end goal” the users want to achieve with the help of your website, your products or services. By understanding this you’ll be able to create an ad that will draw attention from those numerous impersonated DKI-oreinted offers.
For example, you’re selling an acne medicine. Therefore your target audience are those users that enter queries like “helm me get rid of acne” in the search bar.
Your ad title shall not contain a question like “Dealing with acne?” You already know your potential clients have this problem. And wasting precious AdWords space to publish such an obvious statement is irrational, to say the least.
Instead, refer to the end goal that visitors of websites selling acne treatment products are seeking. Ensure them that you know how to solve their issue. In our case, your title shall be something like this: “Get rid off acne once and for all!”
What if you’re buying used cars from public? Clients that are interested in fast sale of their “iron buddy” with no extra fuss will be likely searching for something like “Selling a car”. Therefore, to refer to your visitor’s key goal in the title, you can phrase it like this: “Buy your car in two hours”.
Such words leave no double meaning and don’t derive attention from the topic. They give a person a clear understanding that you can offer what he or she needs. In our case – to sell the car, regardless of how.
If your title looks like “Will sell your car today”, the user might have a number of questions. Such as, if the seller needs to deliver his car to the trading spot and then expect to get hundreds of calls from those interested in the product, who don’t have a clear intention to buy? Or, even worse, calls from “helpful agents” that will keep bugging him with their annoying newsletters forever?
Special research was done in order to determine, what form of an ad will be the most attractive for users. The null hypothesis sounded like “Need to sell a car?”, and its alternative was “We’ll buy your car today”. Conversion was as much as 30% higher in the latter case.
Use Countdown Timers
This helps to invoke fear in the heads of potential clients that they may pass on a particularly lucrative offer. Since we’re often driven by the fear to miss a good opportunity rather than by simply willing to achieve a desirable result, this trick may be quite effective. So-called “fear of losing” is quite a powerful tool that can multiply your AdWords’ ad clickability and conversion ratio.
At that, it’s not so difficult to use this peculiarity of a human psychology in your advertising campaign. Simply use the special Google countdown, which is integrated into your ad. By setting the required parameters to start and end the “special offer”, you then make it available to public in either the title, or the body of your ad. After the publication users will see the countdown timer that works in real time, which will bestir them into specific actions.
Merkle | IMPAQT agency used this trick on the verge of the Black Friday to show time remaining until the start of the sale in their ads, and also before other dates that promise increased sales, such as Thanksgiving Day and other holidays.
Agency reported that this method had a highly positive effect on clickability and conversion of ads.
And Merkle were not the only ones to notice such a progress. For example, representatives of Clarks America also reported on astonishing results of their use of this tool that forces users into action. According to them, clickability of the add has grown by 32% and conversion itself – by 3% as a result of using the timer.
Ads must be Current
To further explore the topic of importance of the time factor for the increase of advertising efficiency, let’s consider another significant issue. It so appears that people are far more interested in information about recent events (more current stuff) than messages about something that took place several months ago.
The same rules works for ads in AdWords.
During the research, efficiency of two similarly phrased advertising offerings of a company specializing on tax reporting assistance was compared.
The first ad contained information about the service and its high quality. And the second one, rather than repeating high praises to the company that everyone’s used to, contained specific numbers – thousands of dollars the firm’s customers had saved in the past month thanks to the properly calculated and accurately submitted tax reports prepared by company’s professionals. As a result, the second ad happened to be 217% more efficient in clickability and had a 23% higher conversion.
Be More Specific!
Numbers are easier to analyze and comprehend, and researches show that including the in the text of an ad makes the latter more specific and trustworthy in users’ eyes.
In the first case, the company used plain text description of their website in the ad body. Meanwhile, in the second, alternative version, they included numbers that demonstrated how this website is interesting and valuable.
Naturally, the second ad had shown better efficiency. Clickability increased by 88% as compared to the original sample, and conversion jumped up by 99%. And the reason is that specific numbers make the ad look more trustworthy in the eyes of a potential client.
How can one make the ad even more convincing? Just add some specifics! Instead of saying “1,500+” provide a solid number, say “1,565”.
In other words, the more detailed information you provide, the more serious and reliable you’ll appear.
Address a Client in your Ads
When it comes to writing the text of the ad, you’ve probably noticed that you tend to be somewhat egoistic, actively using such pronouns as “we”, “us”, “to me”, “I am”.
These words focus on advertiser’s own needs, which decreases the chance that the user will want to click on your ad. And this has a direct negative effect on the resulting conversion of your entire website’s target pages.
Therefore, when writing texts for AdWords, follow the “golden rule” of a famous adman John Kuraoka: “The best word you can use in the advertising is your client’s name. It is followed by the pronoun “you”. Since, unfortunately, we’re currently living during the stone age of advertising and have no ability to address users by their names in AdWords, all we’re left with is to use the abovementioned pronoun”, says John.
After monitoring the search results, where both ads with “you” and without it were represented, we were surprised to find out that the former ones look far more attractive and compelling to take further actions.
Therefore, if you can include this word in your ad title or in its body, make sure to do so, as it really works!
Many advertisers tag their ads in AdWords to more than one city. And some of them aim to position themselves even broader, addressing users on the national level.
However, even if you’re ready to work internationally, you need to show users in your ad that you’re close to them, to every single particular customer. Naturally, every person wants to be sure that the help is nearby.
For example, you may have 800 phone numbers mentioned on your website, but all of them will be far less efficient than the set of numbers tagged to different regions. If every visitor of the website will notice that he or she can contact you using the local number rather than national or international one, clickability and conversion will grow twofold at least. Moreover, numbers without regional tagging may not just be inefficient, but actually harmful for your business.
As for how to use this trick in AdWords, you just need to run geographically targeted ad campaigns that will address specific region with both texts of the ads and the list of contact phone numbers.
If you still pay little attention to this aspect, it’s time to rethink your approach.
Following the advices given above, you have a great chance to create the best ads for AdWords that ever existed. Meanwhile, other advertisers that worry about everything but proper wording and promotion of their commercial texts in Google will be doomed for a gloomy existence overshadowed by your strikingly successful campaign.