How to Write Effective Ad Copy
Knowing how to write effective ad copy can boost your click through rate and ultimately your conversion rate for search ads. The copy (or text) part of a paid search ad is split into two sections, the headline and the description. Each section has a character limit, for example, the headline is limited to 25 characters and the description is limited to two 35 character lines, giving you a total of 95 characters to capture your target audiences attention, get a click and potentially make a sale. A paid search ad has to be punchy, captivating and convincing in just a few short lines.
The heading copy for your ad can be written in multiple ways, you should always contemplate about what you want your ad to accomplish and whether or not it’s compatible with the keywords you’re competing with.
For instance, if you’re creating an ad that is targetting consumers low in the conversion funnel, such as consumers who know what product they want to purchase but they haven’t decided where to buy it from yet, the heading must cater for that level. So if a consumer wanted to buy a Microsoft Surface, you could use headings such as Compare Microsoft Surface’s, Cheap Microsoft Surface’s or Microsoft Surface Deals.
Similarly, if you’re offering a service such as cleaning then the heading should include a unique selling point or USP, as many cleaning services will be competing for the same keywords. So it is essential that the heading, which is the most prominent part of the ad offers something unique.
Once you’ve caught the customers attention with the heading, you have slightly more freedom with the description as this offers you more characters. However, the outline essentially remains the same but the objective of the description is to engage the consumer rather than attract them.
The description is split over two lines, of course, the first line or opening line needs to immediately engage the consumer based on their interest, which of course you know by the keywords you have set out. A good way of doing this is by stating the unique selling points such as ‘Free Delivery’ and Call-To-Actions like ‘Hurry for great savings’ to create a sense of urgency.
Some useful tips to consider when writing your ad copy are:
- Think like your customer, what are they looking for and what is important to them at the targeted stage of the conversion funnel?
- Be brief and precise.
- Make good use of Call-To-Actions, you always want to spur action on the consumer to act.
- Employ your unique selling points and any offers, savings or deals to make you stand out from your competitors.
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