When it comes to ad copy, everyone makes mistakes, even experienced search marketers.
After all, Google provides all kinds of useful information about keywords, bids and search volume, but with regard to the copy of ad, it's up to you to determine what works and what does not work
So, if you feel like writing a copy of an ad, it's a bit like playing. "Wheel of Fortune". You launch a bunch of letters or words and hope you'll guess the winning combination – you're not alone. The paid ad copy is difficult for all marketers.
Now, if you're proactive about the ad copy test, you can usually find titles and descriptions that give decent results, but are often painful and costly. process.
After writing and reviewing the ad copy for countless campaigns, I've identified three common mistakes that prevent most businesses from getting the clicks and clicks. conversions that they deserve. In this article we will talk about how to avoid each of these mistakes and get a copy of your ad right from the start.
Sounds like a plan? Let's start!
1. Keyword stuffing
In the early days, keyword stuffing was the secret of online success. If you could discover the right opportunity, you could play the system and make millions of absolute organic results on Google.
Things just do not work that way anymore.
Nowadays, users expect Google to provide accurate and valuable results in response to search queries.
After years of betrayal by keyword-driven search results, users had to avoid clicking on them, regardless of whether they were paid or natural. Instead, they are looking for content that really meets their needs.
Your customers have evolved, which means that the copy of your ad must also evolve.
Now, none of this means that you should not include your target keywords in your ad copy. Including your keywords is really important. But to understand how to properly use your keywords in your ad copy, we need to explain how its embedding affects your audience.
In psychology, there is an interest phenomenon called "selective attention". To put it simply, our brain constantly processes an overwhelming amount of information. If we were aware of everything, we would never be able to make decisions in a reasonable time.
Our brain filters most of the information we are exposed to, leaving us only consciously aware. a small fraction of what we live. In other words, we only notice the important, different or relevant elements for us.
So when you search online for a product or service, your search terms automatically become a high priority for your brain. Your brain naturally sees in search results that include these terms something that deserves attention.
Google is well aware of how selective attention works, which is why it uses relevant and daring terms in the results of your search.
For example, here is what you could see if you search for "trip to India".
It's almost as if Google was trying to tell your brain: "Hey, these ads are relevant, be careful!"
The Keyword Stuffing Problem
It all sounds great in theory, but there is a problem of selective attention Remember how I said that selective attention is the way the brain decides what is relevant and what does not is not relevant? Well, there is a disadvantage to all this.
After years of betrayal generated by spammy search results, our brains were trained to filter ads filled with irrelevant keywords
In other words If your copy of the ad seems generic, too business-oriented or sales-oriented, your potential customers can hover over your ad without even stating it. to account – their brain will simply filter it even before you can read it.
For example, how many times have you seen an ad that looks like this?
If you really pay attention to the content of this ad, it's hilarious. But if someone did not point it out to you (or if you were not actively looking for "used layers" to see how much eBay's use of dynamic insertion was wide), you're likely to totally miss the announcement.
Why? Your brain has been driven to ignore the generic content of ads containing keywords.
So, if you want people to pay attention to the copy of your paid paid ad, you can not just give it a few words and call it. well. You must write content that integrates your keywords in a compelling and meaningful way.
When people search for something online, they search for answers, not keywords. Give them the answers they're looking for and the selective perception will be on your side. Give them an ad stuffed with keywords and they will never realize that they have seen your content.
2. Focusing on the Bad Problem
So, if keyword stuffing is not the secret to catching the attention of your audience, what about the problem? is it?
If you want people to click on your paid search ads, you need to focus on the problem, the pain point, or the need that triggered their search.
Unfortunately, many companies struggle to identify the factors that motivate their clients' research. In general, most companies assume that their target audience shares their goals, needs and values. If the company gives high priority to a particular point of sale or function, it thinks that its customers also care about that point of sale or function.
However, most people do not care about this strong internal thrust. your company has just published a new feature. They care whether you can solve their problem or not. If your advertising is not centered on them and their needs, they will never click on your ad.
As a quick example, suppose you have an upcoming vacation in Europe and you need to get your passport renewed. Unfortunately, life has passed and the trip only takes a few weeks, so you need to renew your passport quickly.
Looking for "renew your passport" online and you get the following results:
Which of these two ads are you most likely to click on?
The second ad mentions "Get your passport in less than 24 hours", but it was mentioned only once and is buried in the description. The first announcement, however, is focused on your need: a quick turnaround, so that it naturally captures your attention and seems to be the ideal solution to your problem.
The second announcement is not wrong. It is simply for a different audience with different needs. There are certainly people who would look online for a way to renew their passport without staying in the waiting queue for eternally long passports, but that's not you, so you're not likely to click on the second announcement.
When your copy of ad is focused on the research needs of your customers, your business will feel like the ideal solution. However, if you focus on the needs, users will not click in the hope of finding what they need by searching your site. You only have one chance to prove that you are the answer they are looking for, so make sure the copy of your ad focuses on the right problem.
3. Neglecting ad extensions
When writing a paid ad copy, it's easy to focus on the content of your titles and descriptions. After all, everyone sees them. However, it is up to Google to see or not the ad extensions.
Neglecting the ad extensions is however a serious mistake.
Ad extensions are not always part of your ad, when they appear, they count. According to Google, the addition of a new ad extension usually increases click-through rates by 10 to 15%. So it is worth investing a little time on it.
From my experience, ad extensions are a great way to maximize the potential and breadth of your ad copy, especially with regard to caption extensions, sitelinks and structured snippets.
First, caption extensions are a great way to define more keywords and keys. expressions in your ad in a natural and acceptable way.
Regarding your titles and descriptions, users expect your copy to be either needs-based or valuable. Legend extensions, however, look like a bulleted list of points of sale, which is the perfect place to insert keywords and other very heavy content.
Sitelink extensions are a great way to expand the content of your ads. They offer additional information and direct links to pages that your potential customers might visit. In addition, they occupy a ton of real estate on the page.
In simple terms, when they occur, sitelink extensions can be a pledge of gold.
To get the most out of your sitelink extensions, however, you need to write a copy that contributes one way or another to your ad. If your sitelinks just repeat what your main ad says, they'll simply be ignored. Getting links and extra characters in a paid search ad is a big problem – enjoy!
Structured snippets provide an interesting mix of caption and sitelink extensions. Similar to sitelinks, they provide you with a header and content, but the content is organized into a list as legend extensions.
This design gives structured snippets a lot of versatility and potential, but the current design remains the same. difficult to read, you will need to think about how you approach structured snippets. If you do not pay attention to how you set things up, these ad extensions can potentially hurt your clickthrough rate. But, if you use them properly, they can also offer a lot of value.
Although Google provides a ton of data on keywords, bids, and other aspects of your paid search campaigns, it tends to leave advertisers with suspense with regard to the copy of the announcement.
Although you can – and should – test your success, if you apply the principles of this article, you will avoid some common ad copy problems. that hinder many companies and prevent them from fully realizing their paid search potential.
The opinions expressed in this article are those of the invited author and not necessarily those of the search engine. Associated authors are listed here.
About the Author
Jacob is a passionate entrepreneur whose mission is to develop businesses using PPC & CRO. As the founder and CEO of Disruptive Advertising, Jacob has developed an award-winning, world-class organization that has now helped more than 2,000 businesses increase their online revenue. Connect with him on Twitter.