When it comes to advertising on Google AdWords, there’s a lot to keep track of. You’ve got keywords to optimize, bids to tweak, campaign settings to manage…the list goes on and on.
Amidst all of those factors, it can be easy to push the actual copy of your ads to the side.
I mean, how important is ad copy, really? All of your competitors are using the same basic ad copy as you, so it can’t be that important, right?
Wrong. Your ad copy is incredibly important.
The quality of your ads has a huge effect on whether or not people click and convert. After all, targeting the right audience doesn’t mean much if you’re using the wrong ad copy.
Whether you’re writing your first ad or wondering how to squeeze more clicks out of an existing campaign, this article is for you. Let’s take a look at how to get the most out of your ad copy.
Grab Them by the Emotions
As logical as we’d all like to think we are, the fact of the matter is, people make purchasing decisions for emotional reasons.
So, if you want people to click on your ads and give you money, you need to create ad copy that evokes emotion in your readers.
One of the easiest ways to do this is by focusing the problem that triggered your ad. If your targeting is right, people should see your text ads after they search online for a solution to a problem.
For example, if you have an upcoming international trip and your passport is expired, you’ve got a problem. To solve that problem, you might type “renew passport” into your search bar.
Here are some ads that you might see as a result:
If you’ve ever applied for or renewed a passport, you know what a headache it can be. You stand in line forever and it always takes way longer to get your passport back than you think it should.
Those are your pain points. And just look, both of them are mentioned in the ads above.
Why? Because, if you need your passport back fast, an ad that says “need to renew fast” will resonate with you. After all, this site clearly understands your situation and your emotions, so they’ll take good care of you.
In addition, by addressing your target audience’s pain point(s) in your ad copy, you take the focus off of you and put it on your potential buyer. This makes them feel like you care about them, which makes them even more likely to click on your ad.
Present a Compelling Argument
As important as emotion is in the buying process, people still want to feel like they are making a rational decision. To do that, you need to convince people that buying from you is the logical choice.
One easy way to do that is to use numbers in your ad copy.
For some reason, numbers make people feel safe. Unlike politics, social media, or opinions, “numbers don’t lie”. Two plus two is always four.
While the actual reliability of numbers is up to statisticians to debate, including numbers in your text ads can be a great way to build instantaneous trust with your target audience.
Just take a look at this ad copy:
“Preferred by 1.5 million users”. “Proven over 15+ years of real-world use”. “7,000,000 people tried Smartsheet”.
When it comes to project management software, it’s pretty clear that people want software that has been thoroughly tested, vetted, and has a huge user base. What better way to prove that than with numbers?
Similarly, if you have numbers, statistics, or other reliable figures you can use to make people think you’re the logical choice. It doesn’t have to be a huge number—even saying “Increase sales by 25%” can be enough to earn a click from an undecided potential customer.
One of the easiest ways to get more clicks is to write ad copy that stands out from the competition.
Next time you do a search on Google, pay attention to the ads that show up. Most of the time, all of the different businesses will use variants on the same basic messaging.
For example, all the project management software ads in the last section have the same basic look, feel and copy. Sure, there are small differences, but none of the ads really stand out. You could swap the business names around and no one would even know the difference.
If you want people to notice your ads, you have to stand out somehow. Make a different claim. Try a unique headline. Appeal to a different pain point. There are a lot of ways to differentiate your ads from the competition.
Another great way to create eye-catching ads is to include your target keywords in your ad copy.
The human brain is designed to recognize and respond to things that we’ve identified as meaningful. Our brains have a lot of information to sort through, so they use “selective attention” to separate the important from the unimportant.
This ability is what enables us to scan through a blog post like this one and stop on a particularly relevant section, notice when someone says our name in a loud and crowded stadium, or quickly spot our car in a parking lot.
We’re filtering for what matters to us.
As you can probably imagine, when someone conducts an online search, their brains filter through the search engine results page and search for relevant results. You want your ads to flag in their brains as relevant.
The easiest way to do that, of course is to use the keywords they just identified to themselves as relevant and typed into the search bar in your ad copy.
For example, if you type in “travel to india”, here’s what shows up:
Do these ads seem relevant to the search? Of course! “Travel” and “India” show up all over the place.
To make things even easier, Google even bolds the relevant keywords. It’s Google’s way of telling the brain, “This is the ad you’re looking for…”
As you’ve probably noticed throughout this article, writing good text ad copy is all about the art of using marketing mind tricks to convince your potential customer to click and convert. Google actually gives you an assist with this one, so there’s no reason not to include your target keywords in your ad copy.
Writing ad copy might not be the most exciting part of running an AdWords campaign, but it’s one of the most important parts. The right ad copy can make or break a campaign.
Take the time to really think through your emotional and logical selling points. If you can figure out what really motivates your potential customers and then make your ads stand out, you’ll be well on your way to creating truly engaging ad copy.