Your prospect typed in a search query that triggered your ad. Your first goal has been achieved. Now all that remains is for your prospect to actually click on your AdWords ads. To achieve that, you need to make sure your ad stands out among those other competing ads.
Exploit the full potential of your ad to get the maximum return from your AdWords campaign. Stand out and outpace your competition with the following 6 tips.
1. Choose your words carefully
A Google AdWords ad allows you to effectively target your audience. To do this, you need to carefully choose that limited number of words - that you can put in your ad. Stick to the Google guidelines for writing an ad, regarding the number of characters, the use of capitals and exclamation marks. Make sure your text matches the relevant customer journey stage, such as creating awareness, generating interest or persuasion. Acknowledge your customer's problem or need in your ad and offer them a clear Call to Action. Write your ad in a tone that appeals to your target audience.
2. Make use of customer experiences
Of course, space for text is limited, so you can't put long chunks of text on reviews in your AdWords ads. But with a star review, for example, you show your prospects at a glance that other customers have already had good experiences with you. This element of trust is hugely important. Your ad appears among about 8 other competing ads. A starred review can give your prospect just that necessary push to click on your ad.
3. Call Out Extensions
Make use of Call Out Extensions - also known as highlight extensions - with which you add extra power to your offer. With Call Out extensions, you emphasise what makes your offer even better. Use short quotes at the bottom of your ad, such as: "20 years of experience", "24/7 customer service" or "best price guarantee". With these Call Out extensions, you add extra power to your ad.
4. Location extensions
With location extensions, you instantly show your prospect information about your location and the distance from their location. This way, you trigger a prospect very easily to view directions and drop by. You can also add a call button to your ad, making the barrier to contact very low.
5. Sitelinks
By adding extra sitelinks to your ad, you stand out better and give your prospects directly relevant links to the desired page. With the extra sitelinks, your ad takes up more space, making you stand out among your competitors anyway. The relevant links to, for example, the contact, service or portfolio page give your prospects a 'shortcut' to the desired page, which increases your chances of conversion.
6. Expanded text ads
A new ad format has been available since 31 January 2017. This expanded text format offers you 50% more text space, thus giving you 50% more opportunity to communicate your unique offer. Many older AdWords campaigns still use the old format. So it is advisable to 'upgrade' your existing ads to the expanded text format to get the most out of your Google AdWords ads.
Finding it difficult to write an effective AdWords ad or could use some help with the different extensions? Take contact with The Fully Bookers for no-obligation advice.
