1. Be Specific: Don’t write a generic Ad copy for all your keywords. You should try to be as specific as possible, so that your Ad can deliver the right message to your customers. For example, if you are selling shoes and you have different types of shoes in your inventory – e.g. Mens shoes, Women’s shoes, Tennis Shoes, Walking shoes etc.; you should make few set of keywords for each of the different type of inventory that you have and then write compelling Ads for each of those set. The best way to do this is to have multiple Ad groups for your different set of keywords so that you can easily write specific Ad copies for the different ad groups.
2. Highlight your Unique Value Proposition (UVP): How different are you from your competitor? What makes your product or service unique? What benefit would the customer get after buying what you sell? – If you can answer these questions then hopefully you will get your UVP. Your Ad copy must highlight your value propositions. Your proposition must be something that your competitors either cannot, or does not offer. It must be unique and something that your customers can relate to and can benefit from. Examples of some of the popular Unique Value Propositions:
- Olay: “You get younger-looking skin”
- Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less — or it’s free.”
- FedEx: “When your package absolutely, positively has to get there overnight”
In the above examples, all the UVPs are pretty straight forward and uniquely describe the products purpose of existence and proposition to their respective customers.
So when you are writing your Ad copy, you must include your UVP that differentiates you from your competitor. A searcher would naturally want to know, why he should buy from you; and your copy must answer that question. For instance, if you offer free shipping, 24/7 support, money back guarantee or you are professionally certified, won awards or anything else that can help you to boost your initial credibility and trust – then Include it in your Ad copy.
3. Don’t forget your keywords: Advertisers often try to make their Ad copies very creative. But sadly very few of them do well in terms of Click-through-rate and conversion. Creativity is good and is essential for writing any sort of advertisement. But when it comes to PPC, sometimes too much creativity can hurt you. Because of the nature of PPC Ads, it’s very important for you to grab the searcher’s attention right at the beginning. Think of a traditional Google search page for instance – When a searcher performs a search, he is presented with a page full of blue colored links in a white background. He is looking for a particular solution of a problem and Even though you offer the solution and you have put up your Ad on the right side of his screen, he just can’t spot you! Do you know why? – Because your Ad copy probably doesn’t include the words that he is searching for; this makes your Ad irrelevant to his search! Try to Think, Isn’t that how exactly you perform a search? When you search for a term and you are provided with 10 results, you naturally would go with the results which have the exact same words of your search query on them. Google by default automatically bolds your searched keywords in the SERP. Thus if you search for blue widgets, all the occurrence of the word ‘blue’, ‘widget’, the phrase ‘blue widget’ and all their synonyms would be bolded.
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9 Tips on How To Write Effective Google Adwords Copy!
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