Ads are designed to accomplish certain targets. They give an impression of your brand and make your product visible. They have to compete with other brands in the market and come out tops in order to win the attention of potential buyers. The following AdWords Ad Writing Tips by our Adwords Certified Professionals will help you produce the best ads for your products and services.
1. Talk To The Client Personally
There is always a load of information about brands on their website or pamphlets. However, this information is always generic. Brands that have existed for years want ads that are fresh and reflect their current positions or innovations. It is common for ad developers to give questionnaires to clients in their quest to gather information. Copy and pasting constantly leaves you with information that has no life.
Personal interaction can never be replaced even by the most detailed questionnaire. When the store is told directly by the client, you get the emotions and personality that the client wants to be captured in the ad. When an ad is written in the words of the client, it is more captivating and has greater impact. Listen to the words carefully and lift words and phrases that represent the brand perfectly.
2. Assume The Mind Of The Target Audience
The ad is meant to be understood by a particular audience. Before you begin writing, you should view and understand issues from the perspective of the audience. This includes the challenges they are facing that will be solved by your product, pain points, how the product will solve their problem and questions they may have about your product. These issues are to be addressed by the message captured by your ad.
3. It Is About The Audience
It is easy to talk about self in your ads since you understand the goods or services better. However, this is the point where you lose most of the clients. Adverts appear right when they contain words such as ‘our’ and ‘us’. Unfortunately, these words relate more to you than to the client. Focus more on what the client will get compared to what you are offering.
4. Capture The Benefits
Benefits should be viewed in terms of what solutions your product offers to consumers. These are the elements that make a product or service awesome. The benefits should be crafted in a way that makes them to appear relevant and appealing to the targeted audience. This demands the use of specific words and language that highlights these benefits.
5. Show How You Are Better Than Your Competition
Your product and services will be competing with others in the market. You will only have an impact when you beat that competition. In fact, ads will often appear side by side with those of your competition. How will they compare and which will sway the decision of the user. While you are allowed to research on what your competition is doing, you should not allow it to have undue influence on your work. Produce an ad that is unique. However, remember that the market will always compare the two products and the messages sent by each. You need to come out top when that comparison is made. You will win the battle by highlighting the benefits and capturing the needs of your potential clients better than your competition.
6. Be Holistic In Your Thinking
Most ads are usually about one or two ‘new’ elements. When you have a dozen words to capture this information, repetition is inevitable. However, you will only avoid this repetition when you think holistically. This is why you need a roadmap for your messaging. The roadmap helps you to avoid repetition. The challenge with repetition is the monotony that it brings. This leads to fatigue and eventually the message in your ad is lost. Repetition is a waste of space and may cause you to miss some of the important elements of your advert.
7. A Call To Action Must Be Included
Ads are meant to cause a potential client to take action and buy a product or procure services. You are not there to just provide information and leave the potential client hanging. You should compel him to take the next action which is buying your goods or services. This ‘call to action’ should be carefully crafted such that it is clear and captivating. Choose the right action verb and time constraints that is expertly crafted. The time frame must be legitimate.
8. Keywords Are Important To Use
Search engines and the minds of your potential clients are sensitive to keywords that relate to your product or service. The keywords capture the message you are passing and contextualize it. By assigning meaning, these words make the reader to pay more attention to your message because they represent what he or she is looking for. Do not overuse the keywords because they will breed boredom and brand fatigue. The positioning of these words must be strategic.
9. Include The Cost Where Necessary
Price is a major determinant of whether people will buy your products or not. There are people searching for a product with a price in mind while others are interested in the brand. Indicate the price if you are sure that it is competitive and will attract buyers. The price should be genuine by eliminating hidden charges. Watch carefully to see if your competition will drop the price based on what you have given.
10. Qualifying Elements Must Be Captured
Products and even prices are designed for different customer segments. This means that a product could be available to one client and not another. It could also be that a price is promotional or for corporate client. There are prices that are qualified by the quantity purchased. This information inspires confidence in the buyer. It tells a buyer whether to get the product or not.
These tips on how to write AdWords ads will enable your ad to have a greater impact and thus be effective. Remember to edit the words and phrasing to ensure that it captures your desired message. Further, test the ad to ascertain its effectiveness.
Need Help Getting Your AdWords Copy Under Control?
If you need help getting your AdWords under control and optimized, we’re here to help. With a team of AdWords Certified Professionals, we can help manage and optimize your spending on AdWords, Bing or Youtube. Contact us today, and we can help!