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Create Effective Search Ad Copy with These 7 Tips

WholeLife Matrix: Personal Awareness / Self


“The key ingredient to a better content experience is relevance.”
— Jason Miller

You have probably seen the small ads that appear above or below the highest ranking results when you do a search in Google. These are advertisements that show up when a person does a search for certain terms or words related to it. In this article, we offer some ideas for optimizing your ads and standing out from the competition.

1. Include Special Offers
Use action words to encourage people to click your ad and include a special offer in your ad such as a free trial, free returns, or free shipping to increase the chances that people will click through to your offer. Create enticing deals that stand out by using numbers. For example “40% off purchase” sounds like a good deal. You can also incorporate reviews, rankings or statistics into your ads.

2. Describe What Makes Your Business Unique
Observe the advertisements of your competition to find ways that you can stand out in your ads. In your advertisements, include benefits or perks that make you different. For example, if you are a hotel, a benefit to your customers might be free breakfast.

3. The Headline of Your Ads
The headline is important for capturing a searcher’s attention. In your headline, use keywords that highlight what your business or product does. The composition of a search ad includes the headline at the beginning of the ad, which is up to 25 characters long. Under that, you can place a link, which can have 255 characters (35 are shown). Under this you can place some text, describing your offer, which is 35 characters per line.

4. Targeting Your Ads
Tailor your ads to your target audience as much as possible. For example, if you sell pants for plus size women, then you ads and landing pages should reflect that. Google has a tool called Google’s Customer Match that allows you to target ads to specific users and personalize the copy that is displayed to users.

5. Keyword Usage
It is smart to add at least one keyword to your advertisement that describes your offer. This is because when a customer searches for the keyword, it will be displayed in bold in the ad. If you sell clocks, for example, a keyword might be “blue clocks.” Per ad group, Google recommends 5-20 keywords.

6. Search Ads and Landing Pages
You can link your ad to a landing page. The offer in your ad should match the offer in your landing page. Make sure that your offers are up to date in both places and that they have not expired. Also check that your landing pages look good on both desktop and mobile devices.

7. Ad Testing
It is important to test your ads to make sure they are effective. Even minor changes such as changing word order, vocabulary, or punctuation can have a major impact on conversions. You can test many things including offers, keywords, targeting, language, and calls to action.


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July 31, 2016

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