Writing a killer ad is a challenge for even the most hardened, seasoned marketer.
There’s a lot to get right, from the keywords and the tone to the format. It takes time. It takes research. It takes some trial and error.
But our Orange County digital marketing specialists have put together seven simple tips to help you write better ads and make a bigger impact on your targeted audience.
Keep your landing page in mind
A great ad will direct prospects to a great landing page. And the two must have a clear connection.
Think about your landing page content when you write ads, and vice versa. Make sure there’s a smooth transition — a sudden shift in proposition, tone or language could cost you a conversion.
Take advantage of keyword insertion
Google’s keyword insertion function enables you to update ads automatically with keywords in your ad group that trigger the ad. This enhances your ads’ relevance and clickability. You can read more about keyword insertion in the Google Ads Help section.
Include ad extensions
Extensions offer an easy way to improve your ads’ appeal, enhance their visibility, and attract more clicks.
They’ll appear when their presence is likely to achieve better performance and your Ad Rank has reached a certain level, so they’re not guaranteed. But there’s no extra cost to add them to campaigns!
Focus on clarity
It’s tempting to show off the size of your vocabulary in ads. But flexing with long words when shorter ones are just as good will cost you space that could be put to better use.
Think about what your target audience is looking for and tell them what they want to see.
Add visual texture with numbers and symbols
Incorporate numbers and symbols into your ad copy to break up text. But only when it makes sense.
Such as? Try stats (“20m sales and counting”) and info on savings (“want 50% off groceries). These could lead the eye to your ads more than others without numbers or symbols.
Highlight your USPs
Think about what makes your business stand out in your niche. What USPs would you use to generate interest with a sandwich board on the street?
- Do you offer massive discounts on bulk orders?
- Do you provide free shipping on all orders with no minimum order?
- Do you have backing from a major brand or public figure?
Use whatever you can to gain an edge, but only if it’s true. “Embellishing the truth” is always a no-no.
Use power words
Certain terms can engage prospects more than others. Power words may:
- provide directions (“click”, “sign up”)
- involve customers (“you”, “your”)
- offer something for nothing (“free”)
- positive results (“increase”, “grow”)
- suggest immediate action is needed (“limited time only”)
Our Orange County digital marketing team will create the ideal ad campaign to boost your visibility and achieve real results. How?