A Beginner’s Guide to Google AdWords – Part 3

When advertising your brand or product, your intent is to communicate a message to potential customers. If you advertise in search engines, the channel through which you communicate is online advertisements. In our previous…

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A Beginner’s Guide to Google AdWords – Part 3

When advertising your brand or product, your intent is to communicate a message to potential customers. If you advertise in search engines, the channel through which you communicate is online advertisements.

In our previous articles on AdWords, we’ve discussed the importance of selecting the best keywords and applying them to your ad campaign. Now in Part 3, we’ll take a look at the best way to write ads!

Writing Tips for Successful AdWords Ads

  1. Include at least one of your keywords

Keywords in your ad text show your ad’s relevance to what people want. Let’s say you include the keyword “digital cameras” in your ad headline, “Buy Digital Cameras”. When someone searches for digital cameras and sees your ad, those words are bolded in your headline (“Buy Digital Cameras.”)

  1. Use Numbers

On webpages with a lot of text, numbers jump out instantly from the page. Use numbers to show off your product. In our ads, we generously use phrases such as “100% free”, “10 000 variations”, “0 cost”. Not only do they make the ad differ from others, but the phrase itself adds appeal!

free-100%

  1. Add Power Words

So‐called power words can boost your CTR (click‐through rate). Power words are a form of emotive and persuasive language that influences people, their success lies in that they are an appeal to emotion. These phrases will give added value to your text, making your ad stand out and attract a wider audience. Examples of power words are free, new, fast, sale, secret, download. Take note, what you promise in the ad must be fulfilled when the user reaches your website. If you promise “free” in the ad, you must offer a free version of your product or service. Furthermore, words such as free must also appear on your landing page, otherwise users will leave your website without fulfilling any action.

  1. Call to Action

An ad is not an ad without a call to action. You need to invite people to take action when they see your ad in order to reach your goals. Ask them to register, sign up, click, make, discover, explore, and so on. The imperative verb you choose should be directly linked with your goals, so this is where the importance of planning the goals of your ad campaign emerges.
call-to-action-graphic-design-blender

  1. Add an Offer

If you’re running any sales promotions, make sure you include it in your ad copy. A persuasive call to action, such as “Buy 1 Get 1” or “Sign Up Now for a Free Ebook”, is guaranteed to increase the CTR of your ad.

  1. Experiment

Try two ads in one ad group at once, and test one or two elements at a time, such as the headline or landing page. With time, you will see which ad performs best and you can optimize your campaign accordingly.

Don’t forget to check out our next week’s article that talks about 5 major changes coming to AdWords! Ask for a free audit if planning your own AdWords campaign.

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