So you’ve set up your first search engine marketing campaign and picked your keywords. Now the next step is writing your ad.
But before you do it’s important to remember that there may be other businesses advertising on these keywords as well. And besides all the ads, users can also click on the organic search results.
You can imagine how easy it is for your ad to get lost here, which is why it’s really important to create an ad that grabs the audience’s attention and stands out from the competition.
So how can you take your ad to the next level, and make it “jump off the page?”
There are a few simple guidelines you can follow to turn a plain ad into something attention grabbing.
Let’s start with relevance. Relevance is the name of the game in search engine marketing. Try and write your ad’s headline to match the user’s keywords as closely as possible.
Imagine a person searches for ‘hire wedding photographer’?
If you want your ad stand out in results for that search, just use it for the ad’s headline:
Hire Wedding Photographer
Now, when someone searches for this keyword, your ad will perfectly match what they’re looking for.
There—that looks good.
So what other ways can you make your ad stand out from the crowd? How about some kind of unique, timely offer or promotion?
If you’re running a sale, or have a special benefit the customer can take advantage of, that’s a really easy way to attract attention. Let’s take your first description line, which said Photos for All Weddings, and update it with a special offer.
How about this: Get 25% Off Your Photo Collage.
This already looks a lot more exciting, and gives the customer a clear reason to visit your website. Similarly, you could try something like: Free Shipping on Purchases over $100.
Finally, you’ll want a strong, clear “call to action” in your ad. In other words, tell visitors what you want them to do when they get to your site. You could say “Browse Our Portfolio!” or “Buy!” or “Make a Reservation!” Research shows that people respond when you direct them to do something specific.
It’s a good idea to include this as the second line of your ad, so the searcher knows exactly what to do after they click.
Let’s say your ad’s call to action is Book online today. That’s alright, but it’s not very exciting. Let’s try something a bit more compelling. How about:
View our Wedding Photo Gallery!
This is much better. It tells the customer what they should do when they visit your website. And it also reinforces the fact that your business is highly relevant to the customer’s need, because you’ve got a wide selection of wedding photography.
Right, now let’s go back to our original ad to compare the before and after. Looks better doesn’t it? The ad’s new headline is far more relevant to the search. We have an exciting special offer, and a clear call to action.
This new ad is much more likely to attract customers to your website.
If you don’t know which ad will work the best, don’t worry. You can always test a few variations and let your campaign data decide.
So what have we learned? Using a few simple guidelines can help your ads stand out from the competition. First, you want to customise your ad’s headline to the search. Then include a special or timely offer. And finally, give a compelling call to action.
These techniques can help improve your ads across the board. Just keep in mind that writing great ads is an ongoing process - just like researching keywords or monitoring your bid prices.
Focus on these tips over the long run, and you’re likely to see success.
Take a look at any search engine results page. It’s full of text! How do you make your business’s adverts jump out in this jumble of words? In this video, you’ll learn how to:
- attract more traffic with adverts that catch the searcher’s eye
- write headlines that make a connection
- write a clear, compelling call to action.