You’ve set up your campaigns, carefully chosen each keyword, and picked the best targeting to match your business objectives. It seems like all the hard work done, but there’s one more step to complete – writing your ads!

You should put just as much time and effort into writing your ads as you did building your campaigns.

In this blog, we’ll help you get started. Follow our guide for best practices!

What Should Your Ad Copy Say?

1. Connect Your Ad to Your Customer’s Needs and Wants.

This seems obvious and easy enough, but I always come across ads that fail to respond to users’ questions or concerns. Let’s look at example.

What’s wrong with this ad copy?

This is an example of the negative effects of Dynamic Keyword Insertion. With Dynamic Keyword Insertion, the headline changes to reflect the users’ queries, which is happening in the “bad” result. My query is “sell my car” so I am trying to connect with someone who wants to buy it. I already know I want to sell it so repeating my query in this instance doesn’t address my needs or wants; it just repeats them.

What’s good about this ad copy?

The second set of ads do a little more to address my needs. The top “better” result presents me with another need I potentially might have: “fast cash”, but it doesn’t necessarily address my prime need: selling my car. The second example does address my need. It explicitly states that this company is willing to buy my car, but it wastes headline space by echoing my query.

Winner: I believe combining the positives of the “good” results would be a great example of addressing a user’s needs. Something like this:

2. Use Your Accomplishments to Build Trust & Authority.

Did your company win an award for their product or service? Do they have a major accomplishment to show off? Try incorporating this into your ad copy. Assuming you wrote content about your company’s accomplishments, make sure to include these links as sitelinks extensions so consumers go straight to your credentials.

Use exact metrics and data from your business, instead of ambiguous language like “we are the best”. This acts as a review for your business which is impossible to list out in an ad, but using concrete data about your product proves worthiness and trust in a small amount of characters.

Let’s look at some examples. These ads are much more intricate than the first example, but we’ll break them down.

What’s wrong with this ad copy?

While all these ads have elements I think could be successful, the top ad, Jumpfly, could improve their business statistics, making them more appealing. Their example uses the statistic “Ranked #1 PPC Agency by Multiple Sources”. I wish they listed one of the sources, instead of using a generic term.

Naming the source itself could be more appealing to consumers, instead of using “Multiple Sources”. There is a good take away from this copy though, their headline is interesting and differentiates them from the rest of the ads.

What’s good about this ad copy?

The bottom two have clearer trust signals. Both “better” ads are using review extensions that list their business accomplishments: “Blurbpoint Rated #1 Google Partner SEO Company in India” and “World Class Marketing Software and Service”.

The second “good” ad is a great example of using sitelinks to lead users to any case studies or content you have, showcasing awards and accolades. When users click, they’re lead directly to relevant data about your business experience.

Winner: Blurbpoint’s ad. Using multiple metrics and displaying their case studies in their sitelinks extension makes this ad stand out.

The problem with Marketing 360’s ad is their sitelinks don’t lead to any case studies supporting their claims. So while I did have to click through to reveal that issue, I think users would immediately leave the site without finding what they are looking for, therefore wasting a click.

3. Match Your Customer’s Buying Stage With Your Ad Content.

This should start with your keywords, but often I see ad content that doesn’t match my search query intent because the the buying cycle stage isn’t being considered.

Let’s see what I mean.

What’s wrong with this ad copy?

A user searching for this query is in the first stage of brand discovery. They’re not to looking to buy; they’re in the research phase. Jack Morton is ignoring this user’s research phase and going straight to offering their services. This user won’t understand they need Jack Morton’s services until they research digital marketing strategies and feel overwhelmed. The second ad has the same problem. They’re offering services before the user knows they need them.

What’s good about this ad copy?

The “better” ad meets the user’s needs in the buying stage they’re in. They want to research and need content to review before making a purchase. Oracle serves them a guide, hoping after reading they’ll be too overwhelmed and buy their service or just have a good impression of the Oracle brand.

The most important step: Test Your Ads.

Testing ad copy variants is the only way to know what works for your customers. So, use these tactics and some of your own to narrow down what copy converts best. There is no sure way to know what will work until you run different ads against eachother and determine a winner.

Contact us for help with ad copywriting or testing!

 

 

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