Writing compelling ad copy is important to communicate the brand’s purpose and offerings to potential clients and also gives a chance to let the brand personality show! At Search Nurture, it is our passion to get ads to the right people at the right time and place – and also to make sure that users click on the ads to learn more, sign up, purchase, etc. depending on the overarching business goals.
Below are some of Search Nurture’s Top Tips for writing ad copy:
Filling headlines and descriptions with keywords relevant to your business and user search terms can show that the brand has what they’re looking for. One great way to do this is to stay on top of rising trends and the language related to the brand’s products or services. Having that cohesive feel between the search term and the ad helps to instill expertise and trust.
The average American is exposed to somewhere between 4,000 and 10,000 ads per day. To catch a user’s eye, it’s essential to be creative and unique while also being true to the brand. Using interesting headlines displaying the brand’s unique selling proposition can help ads stand out and be memorable for potential customers.
Leverage language that entices users to learn more about your products or services. Calling out exclusive deals or directing an action like “Shop Now” or “Learn More” can help move users through the purchasing process. Users will likely not read every part of the ad, so having specific callouts can catch their attention.
Be specific as possible so there are no surprises and potential customers clearly understand the brand and product offerings.
Test, Test, Test
Continue to test and filter through ad copy to keep ads relevant and exciting to a range of potential customers. Testing can help determine what resonates best with the desired audience and improve your overall ad performance.
Google Search Ads are potentially the first interaction that the brand has with a customer, so really try to use it as an opportunity to share as much as possible, given the limited character counts. Try to genuinely connect with users and give them the information they need to make a – very quick – informed decision.