5 Keys To Crafting Ad Copy That Converts
1. Work Keywords Into your Headline
Your goal is to match the customers intent with your solve. If they search for “Yoga Pants,” they most likely want to see that in the headline of an ad. “Lounge Wear For Less” may cover a broader market but it’s not going to resonate as well with the intent to find yoga pants. They’re telling you what they want, give it to them! By using keywords from your ad group in the headline or body of the ad, you’ll be able to trigger the customers intent and give them the “AHA!” moment they need to want to click your ad. More clicks = Higher quality score. Higher quality score = better positioning and lower costs per click in the future.
Place yourself in your customers shoes. Show them the ad they’re looking for.
2. Answer The Question “What’s in it for me?”
Guess, what? There are tons of folks selling the same thing as you. Now that you’ve gotten their attention, you need to close the deal. Not only do you need to convince them to click an ad, you have to convince them to click your ad.
Do you offer free shipping? Do you offer the best customer service? What about the guaranteed best pricing? This is your chance to set yourself apart from your competition. You have 130 characters to communicate why you are the answer to all their problems. However, don’t just list off feature after feature. Communicate the benefits.
How will you make your customer’s life better?
3. Tell The Customer What To Do
Every Ad should provide a clear Call To Action that provides an incentive to click. For added punch, structure it around the benefits of your product or service. “Save Now!”, “Buy Now!” , or “Get Your Free Shipping!”. It has to sound natural but also be direct. The customer needs to know exactly what to do when they get to your site.
If a visit to your site starts with confusion, it will likely not end in a conversion.
4. Maximize Your Display URL
The URL should confirm that you’re sending them to a page that they need. This lets them know where they are going. It also gives you one more chance to suggest a call to action. For instance, both “Website.com/YogaPants” and “Website.com/SaveOnYogaPants” offer even more information and reinforces the call to action. Capitalize the each word in the URL to make it easier to read.
5. Test! Test! Test! (Really, TEST!)
Edison didn’t get the light bulb right on his first try and neither will you. You should always test each ad groups. For starters, create two ads. For the first, focus on the Call to Action. For the second, focus on communicating the benefits of your product or service. Eventually, one of your ads will perform better. Once you’ve identified a clear winner, pause the loser and then do it again. Analyze your winning ad to try to find it’s strengths and make them stronger. Write a new ad set and repeat the test.
Make sure you’re conducting the test with your conversion in mind. Endless clicks that never convert are useless to you. Your ad should live and die by how well it calls to action.
The Anatomy Of Your Ad
- Headline — Use keywords to help snag the attention and match their intent with your suggested solve.
- Line 1 — Start with the features, benefits and reasons to continue reading your ad. Tell them what makes you different from the rest of the internet.
- Line 2 — Call the customer to take action. This is your chance to convince them to click. Draw them in and create a scenario where they can’t help but do what you want.
- Display URL — You’ve got them. They’re ready to click. Reassure them that you are sending them to the correct place.
You have 130 characters to take a customer from having never heard of you before — to being willing to consider giving you their hard earned money. For Pete’s sake, even Twitter gives you 140 characters to get your point across! Take the time to make sure that your ad copy is airtight. You won’t regret it.