By Alan Coleman on 31 Jul 2013
Writing effective adtexts can be tricky. You can’t fit all of the reasons people should go to you for what they want into two lines of 35 characters plus a 25 character headline. It’s just not possible. In fact, it’s often quite difficult to fit in just one reason why you’re the best choice to solve the user’s query. It takes a bit of creativity and often a lot of writing and rewriting of different wordings in order to find one that gets your message across, and also fits into the character limit. Here a few of our top tips on how to get the most out of your adtexts.
1. Effective Adgroup Segmentation – Write Adtexts That Match The Search Query
By segmenting your adgroups to really tightly grouped themes of keywords you can make your adtexts a lot more relevant to each search query. This makes it a lot easier to use the same (or similar) words in your adtext that appear in a user’s search query. When words from the search query also show up in an adtext, they are shown in bold. This helps make them stand out and makes your ad look more relevant to what the user is searching for than other, more generic adtexts.
2. Compelling Call To Action – Tell The User What You Want Them To Do
We all like to think that we’re free-minded, independent people who can make our own decisions and don’t need to be told what to do. The reality is, however, that in most cases we need a push in the right direction and to be gently advised on what to do next. Your call to action depends on what it is you want a user to do. If you want them to make an enquiry, tell them to “Enquire Today”. If you want them to make a purchase, tell them to “Buy Now”, or if it’s a mobile adtext, why not be even more specific and say “Buy On Your Phone Today”.
3. Split Testing – The Only Way To Make Sure You’re Getting The Most Out Of Your Adtexts
Don’t assume that you know the best way to get someone’s attention. What you think is the best reason for choosing you over someone else isn’t necessarily the reason people are looking for. Have a few different messages running at the same time. Allow these messages to compete with each other, and then let the data tell you which one is working best. Depending on the objective of your campaign this can be determined by metrics like CTR, Conversion Rate or Cost per Conversion. Users behave differently on mobile devices and on desktops, so be sure to test different mobile adtexts against each other too.
Three very simple steps, but three steps that, if implemented correctly, can have a huge impact on the performance of your ads. If you’re not getting the most out of your adtexts, then you’re not doing yourself or your business justice.
