PPC ads and keywords are the essence of a paid search account. Without persuasive ads and comprehensive keywords, PPC efforts are doomed to fail. But as paid search has become more competitive, it’s gotten harder to create ads that stand out. The old tricks of including keywords and dynamic keyword insertion in ad text have begun to feel passé, and simply sprinkling in juicy offers and promotional coupon codes won’t cut it anymore either.
These out-of-the-box suggestions will get your ads noticed, attracting better targeted traffic and increasing conversion rates:
These out-of-the-box suggestions will get your ads noticed, attracting better targeted traffic and increasing conversion rates:
1. Company Description
Think company information just belongs on the About Us page? Think again!
In industries where there are important nuances between companies, including descriptive text about your business can result in more qualified traffic. Include any information that sells your products or informs consumers succinctly (such as services offered, or areas serviced), but avoid including needless facts like the date the business was founded or the owner’s name.
Searchers appreciate when businesses respect their time by giving them relevant information upfront so that they don’t waste their time, especially in the research phase of the purchase process. This is a win for advertisers too because they don’t have to pay for poor quality traffic from searchers that are looking for things that they don’t offer.
Ex.
Landscaping Company | We Take Pride In Our Work | legendservices.com
www.legendservices.com
Experienced Landscape Contractor. Contact Us Today For Pricing Info! Veteran owned & operated.
Handyman Services - Snow Removal - Hydro Seeding - Landscape Supplies - Contact Us
2. Value Proposition
Set your ads apart from the competition using what sets your business apart. Toot your own horn to get searchers excited and convince them to click on your ads. But don’t be too wordy! Consumers aren’t going to pay attention to long explanations like “Friendly Customized Landscape Consulting for Lots Under an Acre.” Instead, they want tagline-style information that conveys why a business is unique, like “Custom Landscaping for Small Lots.”
Remember, you can be boastful, but you should also be truthful. For example, you can include the phrasing “highly-rated” but you shouldn’t say “top-rated” unless you have some sort of empirical data to back that up like industry stack rankings or a respected award.
If your business has multiple value propositions, test one per ad to find the phrasing that will work best. However, don’t use anything that’s not featured prominently on your website, otherwise it can create a disconnect for new visitors.
Ex.
$19.99 Same Day Flowers | Delivery In 4 Hours or Less
Adwww.fromyouflowers.com/
Rating for fromyouflowers.com: 4.4 - 95,087 reviews - Average delivery time: 1–3 days
Hand Delivery in 4 Hours - 20% Off All Items - “Best Value Flowers” - CBS News! $19.99.
3. Clever Humor
Don’t be afraid to let your brand personality shine! An ad may be the first interaction that a consumer has with your company, so begin the branding process right away with a well-phrased ad that makes use of the right kind of humor for your audience. Keep the same tone, whether funny or witty or sarcastic, across all touchpoints to develop a seamless brand experience for new and returning visitors alike. Being likeable attracts clicks and conversions, while also encouraging brand loyalty and advocacy.
Ex.
Manscaping | Ultimate Male Grooming Kit | manscaped.com
www.manscaped.com/
Rating for manscaped.com: 4.7 - 13,078 reviews
Made In USA. Experience The #1 Men's Grooming Brand For Below-The-Belt Hygiene! Free Accelerated Shipping. Featured on Maxim. Refining The Gentleman.
Types: Hair Trimmer, Razor. Lawn Mower Trimmer Money Back Guarantee Monthly Replenish Packs
Deal: 10% off Entire Online Order · Code MAN10
4. Ultimate Goal
The old “eyes on the prize” adage works for paid search ads as well as it does in any other venue. Focusing on the result that consumers are trying to accomplish can help to draw in additional traffic by creating an ad that reads differently from the other ads around it.
Being aspirational instead of instructional is a key way to reach your key demographic better through paid search. For example, a SaaS company may have a suite of feature-rich software but creating an ad that lists all these features may not be as engaging as an ad that reads “Better Reporting to Get Promoted Faster.”
Ex.
Top 10 Email Software | Free Streamlined Systems List | capterra.com
www.capterra.com/Email/Free-List
Review the Best Email Software for 2018. Save Time & Money - Start Now! 600+ Categories. Latest Industry Research. 500k User Reviews. Trusted by Millions.
Types: Unsubscribe Database, Bounce Tracking, Drip Campaigns, Image Library, Mailing List Management, Template Management.
Survey Proposal Management - Marketing Automation Lead Management
5. Questions
Questions are eye catching, which makes them stand out, and they beg for a response, which increases engagement. The right questions will entice your target audience to engage, especially when they highlight problems that need solving. Use a question to raise an issue or point out a challenge and then suggest your offerings as the best solution.
Questions are also unifying – eliciting a “me too” reaction that resonates. Using questions that your target customers ask themselves or questions that are asked of them (personally or professionally) makes your ad more engaging.
6. Hard Data
Consumers have grown smart to gimmicky marketing tricks like using nebulous language and sweeping generalizations. Stats resonate, which is why companies use them. Make the most use of your ad text by integrating facts and figures, like “70% faster” or “lasts 40% longer,” that tell the story of your offerings.
But don’t go overboard! Only use one data-driven message per ad and then test which messages perform best. Using too many numbers in ads overwhelms searchers, diluting your message and reducing click-throughs. In some cases, bombarding searchers with numerous numerical facts can also do brand damage because it can be perceived as spammy.
Ex.
Top 10 Best Meal Delivery 2018 | Healthier. Tastier. Affordable
www.top10bestmealdelivery.com/Meals/HomeDelivery
Choose the Best Meal Delivery Service Of 2018. Get Your Family Some Real Food!
Services: Bars, Shakes, Smoothies, Breakfast, Lunch, Dinner, Sandwiches, Snacks, Family Meals, Single/Multiple Servings.
Basic Kit - from $9.07/day - Pre-Selected Ready-to-Go
7. A Countdown
Google allows advertisers to setup countdown timers in ads to display the time remaining in a sale or until an important date occurs (like when ticket sales open). This creates a dynamic, real-time element of urgency for an ad that encourages both the click and subsequent purchase.
The fear of missing out (FOMO) is very real for consumers, especially around major holidays, and a countdown timer capitalizes on that emotion to drive conversions. During the holidays, countdown timers can inform shoppers of time-specific deals like Black Friday or Cyber Monday deals as well as convey shipping cutoffs to get items in time for Christmas.
8. “You”
Addressing the customer directly is a powerful way to capture attention. Using “you” and “your” is assertive and eye-catching. It also emphasizes a strong focus on the customer. When searchers see an ad that speaks specifically to them, they feel valued as individuals instead of just as a potential sale. The result is a deeper connection with the ad that’s more meaningful than the typical ephemeral interaction with paid search ads.
Ex.
PUR® Superior Filtration | See Why PUR® Is Superior | pur.com
Adwww.pur.com/Filter/Superiority
Your Water Is Our Top Priority. Learn How PUR® Reduces More Contaminants. Unique maxion technology. Removes contaminants. Four faucet models. Four pitcher models. Categories: Faucet Mounts, Pitchers & Dispensers, Replacement Filters.
PUR Faucet Water Filters - PUR Products - PUR Water Pitchers - Why Filter Your Water
9. Brand Promise
Don’t wait for consumers to become customers to make promises to them. Use your ads to tell searchers what your company has to offer or can do for them and then send them to the right landing page to do just that.
Just be sure to keep any promises that you make. Nothing kills a sale faster than making a brand promise that you can’t or don’t follow through with effectively. Think of a brand promise as a contract that your company has to honor to attract and retain customers.
Ex.
CRM Software | Register for Your Free Demo | oracle.com
go.oracle.com/Sales-Cloud/Get-Free-Demo
See Smarter Selling in Action. Sign Up for a Free Oracle Sales Cloud Demo Today. Insight Driven. Grow More. Mobile & Productive. Improve Sales ROI. Fast & Easy. Boost Sales Productivity. Sell More. Know More.
Services: Cloud Applications, Platform Services, Engineered Systems.
Kate Pierce is the owner of LionShark Digital Marketing LLC, a West Michigan internet marketing company. Her areas of expertise include Paid Search, Search Engine Optimization, Business Blogging and Web Copywriting. She lives in the Grand Rapids area with her husband and two children and enjoys cooking, watching sports, and spending time together as a family. Like a true digital marketing expert (i.e. geek), she loves talking about current marketing trends… so don’t say you weren’t warned!
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