February 22, 2023
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All Adwords ads have to follow the same technical standards. These consist of four lines of text with a different amount of characters on each. The template is as follows:
This doesn't give you much space to stand out from the crowd. Here are our top 6 tips for writing compelling ads.
You want the searcher to see their search term as quickly as possible. The ideal place to put this is in your headline as it uses a larger coloured font, remember the search term will also be bolded if it appears within your ad. Capitalising the first letter of keywords can also help to get your ads noticed. However, make sure you never capitalise whole words as Google can reject ads for doing this.
As you can see we are bidding on the key term 'shopify experts' so we have placed it in the title line and again the the ad message.
Don't use the same old clichéd terms as everyone else, such as 'click now', 'buy now', etc. Use something attention grabbing and give a sense of urgency. 'Click before it is too late' or 'offer ends soon' are less common and more effective.
Many ads will tell the reader the features of their product but a more persuasive way of writing is to talk about the benefits. For example, if selling a HD TV, instead of saying '1080p High Definition Display' you could say 'See Every Detail in Perfect Clarity'. Writing this way makes the reader feel more involved as they are now imagining themselves using the product and reaping the benefits.
Nothing helps sales better than stats. If you, your company or your product have won awards or are rated number 1 in your field or location then this is the place to shout about it. This helps build trust in your ads, company and product or service.
This ad is full of numbers - 20%, 5.0 stars and £25. These figures all help to make the ad stand out from the crowd.
Don't use the full title of your linked page. More often than not this will be a long directory filled with numbers and symbols that no one will read. Instead this is another great place to use your keyword, again, remember that this will be bolded if the customer has used words in your URL in their search.
Bad: yoursite.com/collection/products/new-products/adwords/wonderful-product?20%193646329872
Good: yoursite.com/wonderful-product
You need to link each ad to a relevant page on your website, usually a specific product or category page. When possible always send the user direct to the item you are advertising. If the content of the page is not inline with the ad copy, people are way more likely to bounce back to the search results. Never link to your homepage unless you only offer one product. An additional advantage of ensuring each of your ads belong to a matching landing page is that Google will increase the quality score for the ad, so you may end up spending less on your clicks.
The above tips should help you get the maximum impact from your ads.
