30 characters for the headline.
35 characters for the Display URL.
80 characters of the ad text.
It takes a real estate agent and an AdWords advertiser to know the real value of space.
As a PPC marketer, you have to get creative in the limited leeway to stand out from the other advertisers you’re sharing the space with.
But how to crack Moore’s code of ad writing?
We are here to give you some proven tactics with real-life examples
We are here to give you some proven AdWords copywriting hacks with real-life examples to bring you higher CTRs, higher quality scores, and higher conversion rates.
Ready for this fun roller coaster ride? Let’s go!
#1. Mirror mirror on the wall, who’s the most helpful of them all?
Advertisers sometimes lose sight of what their customers are truly looking for. With the competition becoming harder and advertisers using more dynamic keyword insertion, it’s getting easy to get lost in the mix and hurt your chances of getting that click.
So how can you stand out?
One thing every marketer should keep in mind is “The End Goal” – what your audience ultimately wants to accomplish with the help of the ad product or service. Understanding this can be the secret to writing an ad that stands out from the sea of DKI keywords.
Here’s a real world example:
A google search for “mirrors” turned up to be these 3 ads in the top place.
It is surprising to see how the first two small businesses are beating a big gun like Amazon. But isn’t it predictable given the ad copy the ecommerce giant has written?
Hand tools ……….. pot & pan sets ……….. jars
#2. “You” matter!
It is human nature to sometimes fall into the trap of being a little egocentric and PPC ads with words like “we”, “us,” “me,” “myself” and “I” are the perfect example. These words fail to focus on the customer’s needs and may lower the click through rate (CTR) – not to mention they hurt conversions on landing pages as well!
When it comes to writing copy that resonates, this nugget from John Kuraoka should be your holy chant:
The second-best word is “you.” The best word is the customer’s name.
Since we’re still in the stone age of advertising and can’t add a visitor’s name to our AdWords copy, we’ll have to settle for second best.
Take these ads for example:
Which one stands out and gets you most excited to click? Both Shopify and Volusion are doing the right job, but we all know that AmeriCommerce is struggling.
“Awarded Best eCommerce Solution”? Ptssshh. Enough about yourself. Tell me what can you do for me?
#3. The specific you are, the more believable you become
Which one of these following ads do you think performed well?
The first one did!
Just kidding! The variation ad outdid the first one with a whopping 217% increase in CTR and 23% improvement in conversion rates.
Numbers are easy to digest and understand, and studies show that incorporating them into your copy can make it appear more accurate and credible.
Now that you are going to add a number to your ad copy, write out the exact number as it’s been shown that specific numbers like 1,234 can improve performance over round numbers like 1,200+!
Be the Best in a World of Good
With your competitors worrying about 1,000 things other than writing better ads, you now have the pointers to make your AdWords ads the most sublime ads in the world (Read: the best-performing ones).
And that’s why we are here. From PPC ads to Google analytics, 42Works is here to help you with everything. So let’s start something today.