I’m all for google ads automation. Reducing the number of hours labouring over keywords, bidding optimisations and search queries, gives me more time to focus on campaign insights and top-level strategy and execution. However, there is one thing that we still need to spend a large chunk of time on, that is, creating compelling ad copy that cuts through the clutter and draws complete curiosity from the user.
I see this across all industries. Boring paid search ads with the same boring messaging, with the same boring call to actions. Don’t deny it, we’ve all been guilty of writing pretty lifeless ads, I’ll own up to that for sure.
Stop exactly what you’ve been doing, start putting more effort into your ads, and read these three tips below.
Before you even start to write paid search copy, you’ll need to work out what keywords or audience you’re going to target. In order to do this you shouldn’t think like an advertiser, but instead as a potential customer for the product. Identify all complementary pain points that your product or service could help alleviate.
Sometimes we forget that on the other side of the screen is a human, and the ad copy we spit out is often quite robotic in a sense and that if this type of messaging works on another channel, why can’t it work through paid search. This is your chance to communicate with someone that has given you their (almost) full attention.
Below is a decent example of how to do this. They’ve identified a common problem that their service can address (in a unique way), even though they don’t necessarily do what the searcher is looking for (recladding). As a user, you can’t help but click on the paid search ad and see what they have to say.
In a lot of cases with paid search, I see many businesses missing out on incredibly valuable traffic, as they ignore a very important part of the customer journey. In other instances, some have tried and failed to capitalise on this due to a dull ad that doesn’t address the searchers query (generally a full product sell) and leads them to a non-relevant landing page.
Another great example of a paid search ad is the one below which addresses the query right in the headline, whilst taking them to an informative landing page about all the different causes of eczema and how to treat them.