By Heidi Cridland
Delving into the world of digital marketing? Google Ads is a great way to catch a potential client’s attention! Here are our top tips for creating Google Ads that drive engagement and deliver leads.
But first, here’s a quick deconstruction of Google Ads:
For each ad, you can have up to 3 headlines, each of them is separated by the | symbol as shown in the above example. The second line is the display URL, ratings show below this on some ads depending on if they are set up and the next three lines are the descriptions. The blue words at the base are ad extensions. In this case, they look like site links but they can also show call outs, locations etc.
1. It’s all about variety
Try lots of different things. Google best practice suggests creating three different ads for every ad group.
The campaigns are broken down into ad groups so depending on your business, each ad group could potentially target a specific demographic based on the keywords and targeting you set. Variation is all about using different words to get a message across. Focusing on the different benefits of your services and then seeing which gets the best results.
For example, if you’re creating a Google Ads campaign for your financial advisory firm, you may want to target families. One ad may use the words, ‘Your Family’s Financial Future is Important. Call us Today.’ Another ad may say, ‘It’s Never Too Early to Set Them Up to Win. Call us Today.’ The third ad may be, ‘Lead By Example When It Comes to Creating Financial Security for Your Family. Here Are 3 Quick Ways.’ Each ad targets a different sector of your chosen market using slightly different imagery and messaging.
2. First impressions count
Make sure your headline is relevant to the user’s search term and that it’s interesting enough to catch their attention – as well as to hitch into their emotional need. To continue on with our example from above, the emotional need of the client is that they want to be able to provide financial security for their family, both now and into the future. As such, you may choose headlines similar to these options: Secure Your Family’s Future Today, or We Know They’re Your Top Priority.
3. Show – don’t tell
This is really important. We all get real bored, real quick when someone starts rambling about how amazing their product is. But as soon as they start describing what our life would look like, once their product has been deployed, well – that’s a different story. If they do this well, it’s highly likely that they’ll have our attention and may even make the sale. As such, rather than outlining your firm’s services, instead, show the potential customer what their family may look like, feel like or be like with a secure financial present and future. You may do this by asking questions: Ever Dreamed of Taking Your Family to Disney Land? Alternately, you may choose to do this by making statements: There’s Nothing Quite Like Spoiling Them at Christmas, without Worrying About the Credit Card Bills.
4. What do you want them to do?
The Call to Action is the moment of truth. Your potential client has read and to a level, engaged with your ad. What do you want them to do now? Would you like them to call you? Or read a blog? Or would you like them to take a quick quiz? In the above examples, the call to action has been ‘Call Us Today’ and ‘Here Are 3 Quick Ways’ (asking them to read a blog).
5. Testing, testing, 123!
Never just assume that the ads have been or will be effective. It’s important to always be testing your ads because what worked last month, won’t necessarily work this month. Meanwhile, you’ll gain important insight into your target market and will find out what kind of content converts best, enabling you to edit lower performing ads accordingly. Never settle for good enough – there’s always a way to improve!
6. Words are powerful
In Google Ads, you won’t be using many words at all, so the ones you do use must be effective and even powerful. In effect, powerful words empower the potential clients and make them feel cared for, noticed, inspired. Click here for more information and for more ideas, when it comes to using power words.
7. It’s all about the heart
Yep, when it comes to advertising, emotional triggers may just be our most valuable tool. As we discussed earlier, if we can tap into a potential client’s emotional need to create financial stability for their family, we have a good chance of them making contact with us. When writing your ad, imagine yourself in the potential client’s shoes and write from their perspective as best as you can. If you’re unsure whether or not you’ve hit the nail on the head, why not ask a friend or family – who fits into the target market – to have a read and give you feedback, about what the ad made them feel, think, imagine etc.
8. This is where it gets complicated
It’s important to use all the options available to you when creating Ad Words. From ad extensions to structured snippets, promotions, prices, site links, and callouts. These options increase the likelihood of interaction and are useful tools to help get the word out there. Of course, you’re always more than welcome to contact us and we’ll organise it for you – or we can answer any of your questions. We’re always here to help!
9. Get dynamic
There are loads of dynamic ad features available, including keyword insertion, count down, if function etc. Again, these are really useful and can be implemented relatively simply, but always feel free to call us if it gets too complicated.
10. What’s THEIR goal?
Finally, when you’re writing Ad Words, make sure you always have the potential client’s goal in mind. So rather than “Want to be More Financially Secure?” use “Create Financial Security for Your family” or “Spoil Your Kids this Christmas, Guilt-Free”.
Writing good content for Google Ads is something we master over time and it is quite complicated. We’d love to help you if you’d like some help building your Google Ads campaign. For more information on anything we’ve discussed, contact us anytime.