AdWords, Google’s hugely successful pay-per-click (PPC) advertising system, is big for a reason: It’s a tool that has proven and measurable returns on investment. What many brands underestimate though is the important role copywriting plays in successful AdWords execution. By ticking certain copywriting boxes, brands can ensure customer engagements are fully optimised to get the best returns.
Here are some copywriting guidelines to follow for AdWords advertising:
It’s all about the reader
You shouldn’t write the adverts for yourself but rather write with the reader in mind. It’s good to keep this in mind, especially when it comes to vocabulary. Rather stay away from words such as ‘me’, ‘us’, ‘I’ or ‘we’. The golden word for AdWords is ‘you’. When using this word, readers will feel a lot more drawn to the advertising copy because it’s directed and focused on them. This is one way you can make it personal, involve them, and drive action.
What’s the objective?
When you sit down to write your AdWords, keep the reader in mind. What are they trying to achieve through the Google search? Your advertisement needs to capture their attention, but it also needs to answer their questions and then tell them how you can meet their needs.
Don’t disregard the discount
Although it might seem like something that doesn’t even need to be mentioned (because some may think it is obvious), so many companies aren’t taking advantage of this simple sales tactic. When users are presented with a series of ads, they are a lot more likely to click through if a special deal or offer is included.
It may seem simple, but don’t discount the simple things just because they are just that… simple. It is an easy method to incorporate into your copy for increasing click-through rates.
It’s a numbers game
The previous tip highlighted that it’s important to include your special offers or discounts. Even if you don’t have any specials to include, it can be advantageous to include pricing or statistics. When you use figures, it adds an extra layer to your ad. If the user has to choose between you and a competitor, your pricing might just win you the click.
Shall I compare thee?
The answer is always “yes”. It’s important to check and compare your ads to others in your niche. Pay close attention to the top three advertisers; they are the most likely to have wording that earned them those top positions. It can also be helpful to look at the top competitor’s landing pages to see what their calls-to-action are.
Understanding what your competitors are offering can help you to craft your copy accordingly and stay competitive.
Words are the key with AdWords
When it comes to AdWords, there is no secret formula or recipe that ensures you will get it 100% right every time. The secret to AdWords copywriting is learning and adapting. Test your various options, see what performs best and what doesn’t, and adapt along the way by making minor changes. Only change one variable at a time to accurately monitor the influence that the changes to your copy has.
AdWords is a wonderful platform to see measurable results for the brand, but even more importantly for copywriters, it is a great tool to discover the impact and click-through appeal of your sales-driven copywriting.