When used correctly, Google AdWords is a very effective tool to attract more visitors to a website. It may seem easy, buy it can be pretty stressful to send the right message to your customers and to make them act as you wish, giving the fact that you only have 25 characters for the title and 35 characters for descriptions. A bad ad can cost you time and money, while a high quality AdWords as can help you develop your business. If you create and manage a Google AdWords campaign, here are 5 things that you should never write in an ad:
1. “Click here” call-to-action
For PPC campaigns (pay-per-click) it is importanta that people who click on the ad to be interested by your offer, to access the website and in the end, to buy your products. The purpose of a CTA is to determine users to take the next step, like subscribe to your newsletter, download an eBook or find more details about your offers. Get rid of vague CTAs and replace them with specific messages like “download now”, “subscribe here” or “more details”.
2. Do not put your company’s name instead of title
When a user searches a particular product, he uses a relevant keyword and not a brand’s name. For example, a user who wants to buy curtains and draperies he/she is using a query, for example “curtain and draperies”. If the title of your ad does not contain this query, it will not appear with in Bold and your ad can be unnoticed by the user. So include keywords in the title of a Google AdWords ad to make it more visible to your potential customers.
3. Do not compare your business with your competition
Even though it is tempting to use a competitor’s name to highlight the qualities of your own products, remember that potential customers will choose your product because it is the best, not because other brands are inferior. In addition, if you use a brand’s name, you can have serious legal problems that can affect your business for a long period of time. Instead, you can highlight the elements that differentiate your brand from the competition with descriptions like “serf service”, “free shipping” etc.
4. Focus on the benefits a user gets if he/she decide to use your product, not on the product’s characteristics
This is a marketing rule that works for every company, no matter if you sell products or services. To be attracted to the product, the customer must what’s in store for him if he decides to buy that product. So, instead of writing that a phone has a 16 MP camera, try “high quality photographs”.
5. Don’t be vague. Be specific
Be as specific as you can in order to make the user click on your ad. Studies show that users respond better to sales that are shown in percentages. So instead of using “big price cuts”, try “50% off”. Your ad will have a much bigger impact on your customers and potential customers.
Be as specific as you can in order to make the user to click on your ad. Studies show that users respond better to sales that are shown in percentages. So, instead of using “big price cuts”, try “50% off”. Impact on customers and potential customers will be much higher.
Be as specific as you can, in order to make the user to click on your ad. Studies show that users respond better to sales that are shown in percentages. So instead of using big price cuts tyr something like 50 percent off. Impact on customers and potential customers will be much higher.