There is a great amount of competition that is present on Google. Although the search engine giant is involved in a plethora of many diverse ventures at its heart Google is an advertising company. In years gone by, we learned that about 97% of Google’s total revenue comes from advertisements. More recently, we discovered that Google Search shows somewhere around 6 billion adverts on a daily basis.
There are some tricks and tips that you can make use of to write copy for your Pay-Per-Click (PPC) Ads in order to make your ads stand out. Once you’ve designed your ad, you need to make sure that the words in your ads are speaking to your audience. More importantly, these need to convince your target market to click.
The Google Ads copy which performs the best is always developed with some fundamental classic digital marketing and advertising principles at the top of your mind. The fundamentals – which have proven themselves to be effective over time – all share two important features:
- They are derived from a basic understanding of human psychology.
- They are easily translated when new platforms and technology emerge.
Make Your Ads Informative
David Ogilvy, who is considered to be the “Father of Modern Advertising” believed simply that having useful information about your customer is the ultimate key to successful advertising. Applied to Google Ads copy, see what questions your clients and potential clients have about your product and tailor make your copy to answer the questions that they have.
Write three ad versions to find the best one for your company
Ads for Google Ads start with a headline. Next they have two more sections with a limit of 35 characters. Use those sections in the following manner:
- Headline: Write a fantastic headline that attracts your reader’s attention. Make sure that it is relevant to what they are searching for.
- Description 1: Utilise this section in order to tell people about how you product or service will benefit them. In other words, describe your Unique Value Proposition.
- Description 2: Make use of this section in order to further outline benefits. Alternatively, use this segment to give your readers an enticement to click. This is where you’ll insert the call to action.
To get more practice at writing these ads, write three versions of your ads:
- In the first version, you’ll write copy for an ad that explains “what’s in it for me?”. Discuss the value of your product as well as the outcome of using it. The headline will consist of the keyword. Make sure that you show the benefits before you insert your call to action in the second description section.
- The second ad focuses more on the services your business provides. What is the solution, what is the pain point you’re solving? Be very clear about what it is that your product offers.
- And for the third ad, this is where you can start to get creative when you write copy. Just do something different from the first two ads. Experiment with clever headlines, and creative ad copy.
Now you can run your ads and start testing them to see which one works the best. You want to know which one resonates most deeply with your audience. With three to choose from, you can start to find out what message is going to reach your target market in the best way possible.
To discover more about writing for the web in addition to content marketing, have a look at the Digital School of Marketing’s Digital Copywriting and Content Marketing Course. Visit our website for more details.
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