Take a look at your text ads and tell me if they are designed to sell. Do you have a well-written ad description, a strong offer and a compelling call to action? Many PPC managers create their text ads to match the title with the query and bring people to the right landing page. And that’s a great starting point, but is it enough?
In many instances when we look at ads, we see the same generic or simple text written in the ad descriptions. Over the last few years we’ve changed the ad descriptions for hundreds of ads and we’ve seen a dramatic improvement in click-through rates, even when the ads were at the bottom of the search results.
When people search for a product or a service, they can see up to three ads at the top and eight ads at the side, together with the organic results and snippets such as maps, videos, or shopping results. The ad description could attract the visitor, but only if it’s well written. In fact, I use different strategies to capture people’s eyes and attention. No one will notice your ad if it says “We Provide Great Customer Support” or “Call Us for Help Now” because everybody writes the same boring descriptions and no one would ever say “don’t call me” or “we offer lousy service.”
Let’s search for a random query and see who wins and who loses in the ad description department. I searched for “shoes on sale”:
Seriously Sears? I would buy this ad description if the Macy’s ad said “Shop at Macy’s for No Savings on Shoes.” And what up with “Buy Online and Save Today!” anyway? This is the kind of “bold” statement that probably stopped working back in 1998.
With all respect to Zappos, I can tell that they use the same generic ad descriptions because comma separated “occasions” would never add any value or increase sales.
And here is the winner:
Shoe Dazzle created an ad with the price, discount, and dollar, percentage and plus signs. The ad serves its main purpose – to sell! I would add an exclamation point and stronger call to action, but still, great job!
Remember in the old days when we paid Yellow Pages to make an ad bolder, bigger, stronger, juicier? Yellow Pages used to provide the data on how many more calls you would get if you made your ad stand out. Well, today you can enhance your ad on Google at no cost. There are many ways to make your description more noticeable, but first, here are some no-no’s!
Now here are some tips for what you should do when writing Google Ads (AdWords) text ad descriptions.
Use $ and % signs to show the offer and capture attention.
No discounts? People still like numbers.
Google doesn’t allow the use of ALL CAPS but there are always ways around it! (Hint: Abbreviations)
Use coupon codes!
Signs and special characters will attract attention:
Call to action, Go for It!
Show the Advantage:
Need a real example?
Now take a look at the search results for popular queries in your industry and try to find the most noticeable ad. I hope it’ll be your ad after reading this blog post!
Sergey Rusak joined Wordstream in 2011 as one of the first employees on the Managed Services team. After leaving the company in 2015, he held various marketing-related positions in tech companies around Boston. He is currently the Director of Demand Generation at Kuebix, a fast-growing startup in the logistics and supply chain industry. In his free time, Sergey writes about digital marketing on his blog Demand Generation.
See other posts by Sergey Rusak
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