Google Ads is becoming increasingly competitive, with more businesses investing in pay-per-click marketing as part of their wider marketing campaigns.
To get the most out of PPC, you need to be creating compelling ads that get clicks and will get users to follow through with the desired action. We’ve got some top tips for how you can create Google Ads that will get those clicks:
Create a buyer persona
Whilst you may have already set up audience targeting and goals for your Google Ads campaign, you should also focus on creating a buyer persona.
A buyer persona is a semi-fictional character that represents one of your ideal customers. By envisioning your ideal customer, you can then begin to understand what they value, their struggles and their behaviours. This can then help you to choose the right language for your ad text and your landing pages.
Write your Google Ad as though it is a headline
Writing your text for a Google ad should be no different to writing a headline for an article or email newsletter. Make sure your ad is well written and includes all the important information that consumers would need.
You should aim to appeal to the emotions of your potential customers and keep in mind your buyer persona when thinking of which words to use. You can be a bit smarter and wittier with your ad copy, but it is best to understand whether your target audience will be drawn to this or not.
Write three, pick one
This may seem like a pointless task, but it is in fact beneficial for finding the best option. If you only write the ad once, you won’t have much else to compare it to and apart from changing the odd word, it’s unlikely that you will rewrite it.
By writing three different versions of your ad copy, you can see them side by side and look at the different language and style of each. You can then marry up the best bits from each version, to give you the best option.
Check your landing pages
The page that consumers are landing on once they click your ad is just as important as the ad itself.
First, consider whether the page is relevant and whether it is meeting the expectations of those who are clicking through to the page. It is no good doing an ad for dog grooming that leads consumers through to a page for a cattery. Another example is if you have promised a discount or a free download, make sure that this is followed through when people click through to the landing page.
Next, check the page to make sure it is engaging and that the copy and images are optimised. Your ad could be engaging and inviting, but if your landing page fails to keep the engagement then it is game over. Copy should be well written to keep consumers interested and the page should be clear and easy to navigate.
As with anything, testing is key to be able to understand what has worked well and what hasn’t.
Try choosing different images and altering text to determine what gets the best click through rate. By changing which emotion you are targeting and what language and information you are including, you may be able to form a better picture of what your target customers are really looking for.
You could also consider achieving a completely different result from the ad, such as encouraging customers to download a free e-book rather than wanting them to purchase a product.
Writing the perfect Google ad will never be an easy task, but hopefully these tips will get you one step closer to achieving perfection.
For more help on reaching new heights with your Google Ad campaigns, get in touch with the team at AdPilot today to see how we can help.