Writing tight, compelling Adwords copy is one of the biggest challenges of Google AdWords.
Other forms of advertising give substantially more room to convey your company’s message. But AdWords simply isn’t built for drawn-out sales pitches. You get 25 characters for a headline, then two 35-character lines for description text. Considering the average English word is about five characters long, you’ll get maybe five to seven words per line at maximum.
That’s too little room for carelessness, but more than enough to pique your prospects’ interests — if you know what you’re doing. Here, we’ll review eight tips for writing lean, compelling ads that grab attention and boost conversions.
1. Fulfill Needs
People are easily attracted by what they’re looking for — that’s why you should always test including your target keyword in your ad copy.
But why not go further? People don’t use Google looking for keywords, do they? No, they go online looking for answers. They have needs that must be met. If you can write an ad that promises to meet their needs, then you’ll likely get their clicks.
Here’s an example. Imagine you owned a plumbing business, and you’re advertising your around-the-clock clog-removal services. Your ad could claim “We’ll clear your drain fast, 24/7.” It’s what your customers would want to hear.
2. Wield the Fear of Missing Out
If you’re looking to make a purchase, then what’s worse than missing out on the best deal?
The fear of missing out — known as loss aversion — is a powerful motivating factor that you can use to your advantage. AdWords is equipped with an ad customizer feature that lets you create countdowns for when sales start and expire. If you’re advertising a big sale, or if you’re providing a limited-time service, adding a countdown can create a sense of urgency that drives more visitors to your website.
3. Create a Strong Call to Action
A call to action, or CTA, is the part of your ad that tells your reader what to do. And by that, we don’t mean telling the user to click your ad (that would be against the AdWords terms of service). The CTA is where you say “order today!” or “request a free quote.” It could even be something that’s not directly linked to sales, such as “read our amazing reviews!”
4. Timeliness Is Important
Breaking news is always more exciting than old news. It’s fresh. It just happened. It’s way more relevant to the here and now.
Bring that same sense of timeliness to your ads with references to the month or season. Say how many customers you served the month before, or mention a big seasonal sale. Don’t hesitate to invoke the holidays if they’re relevant to your ads.