Ideas for making Google Adwords ads more effectiveI’ve found when managing Pay Per Click (PPC), that it’s a channel, much like SEO, in that it attracts intelligent people to manage accounts and it can quickly become extremely complex. Alternatively, it’s easy to experiment in an No doubt you will have seen this with your own PPC accounts, it quickly gets to a point where someone says, “we will have to restructure the account”. It is inevitable in an environment with so much technology, data and ability to easily / quickly test. The motto for effectiveness in messaging though is, “Keep It Simple, Stupid” and I think this applies to PPC ad. The 5 tips below do not get into the intricacies of technology or copywriting, but instead aim to remove the blocks and limitations of technology and give you a process for a more creative approach to text-ads. Technology can come in afterwards. As my First 10 & Smart Insights colleague Dan Bosomworth would say at this point, “the tail should not wag the dog”. Test the points below on your top 3-5 ad-groups or campaigns, depending on your account size and see how your adverts perform, it should force a different kind of approach / thinking to your adverts.
1. Think people firstRemember your prospects typically have a problem, a question, they are hunting for something. You are a potential brand / business that can help answer problems and questions, provide solutions and aid in making the right choice. But your advert has to firstly be considered from that customer’s world view. For your main keywords write down their pain points, questions, motivations, feelings, demographics before starting the copywriting. Action point: List per AdGroup / campaign (depending on the size of your account) the pain points, questions, motivations of your potential customers.
2. Remembers the purpose of the ad
To get the click! That’s it, pure and simple. If you’re not getting the clicks you can’t convert on the site, you’re going to harm your quality score and so pay more. Your advert doesn’t and cannot say everything. So getting across what’s important and having confidence in your landing page (with point one in mind) to be able to do the rest and engage that user is an absolute must. This is a difficult ask, as you want to make sure you say enough and yet as already mentioned it cannot get everything across, you have to prioritise and commit to a primary message. Action point: Separate the objective of your ad-text & landing page. List them both out to aid discussion about what best fits in a text-ad.