Google Adwords – Ad Writing Strategies (Part 2)

Let me reiterate that there are many things you need to keep in mind while creating a Google ad. Let us discuss these:

Demographics of the target market. Geographic location of the people you are targeting, their income levels, gender, and age, among other things. These demographics will give you an idea of what sort of messages your audience is going to be receptive to. The same writing style for urban women and rural males is not going to work.

Buyers new to your product or familiar? If your product is new, you will need to explain a bit more in your ad, tell them what problems your product is a solution for and why they will need the product. If your product is known to people and is being searched for on a daily basis, just add some sizzle to generate more click-throughs.

Are you selling your product on price or quality? If you are selling the product on price, you may stress on ‘free shipping’ or low prices. It is important to mention certain words that are appealing, such as quality, guarantee, luxury, low price, free shipping, etc.

Call to action. Try and use words or phrases that catch the eye. Always be innovative and use call to action phrases such as, “Buy Today – Save 50%, “Download Free Trial Now”, or “Sale Ends Tomorrow.” You have to make sure the phrase used is relevant to your business, if not Google may reject your ad.

Do not use common words. Remove all words that do not need to be in the ad, like “a, an, in, on, the” etc. Make sure every word in the ad makes sense and counts.

Deter freebie seekers. Your ad should be a deterrent to freebie hunters. It helps to include the price of your product at the very end of the ad. This will help improve the conversion rate and lower the customer acquisition cost. This may reduce the CTC, but you don’t want people who have no intention of buying clicking on your ads. You only want to target potential customers.

Ad writing for Google Adwords is an art. There are many top marketers who have a tough time writing ads for Adwords. Adwords gives you 3 lines and 105 characters to get people to your site.

Initially, it will be difficult writing ads, but then as you do it more often, it will come intuitively and you will automatically start thinking of headlines etc. As you get better at ad writing, the click through rates increase greatly. When your click through rate increases, the CPC will go down because Google will find your ads to be more relevant.