Tips for Writing Good Adwords Text Ad Copy
If you want to scale up your business you need to advertise. There are many ways to do this on the internet and Google Adwords is one of the most popular ways of doing this. It is an advertising platform owned and operated by Google. Google will take your ad copy and place it on the page of their search engine directory that is most appropriate to the topic of your ad. The success of your ad depends on you providing top quality ad copy. This is only one of many ad platforms. Facebook for example, is another advertising opportunity. Here are a few tips to help you with good adwords text copy.
Know who your target market is:
You have to have a full understanding of who your target market is. These are your potential customers. You need to study them well, and determine, what is it exactly that they need your product/service to do? What exactly is it that they want from your product/service.? When you know the answers to these two questions then you can write your ad copy so it delivers the answers.
Understanding how your ad copy ties into your landing page:
Your sales copy has to be designed to get its viewers to follow through with an action. The purpose of your Adwords copy is to drive traffic to your landing page. This happens by your writing compelling enough ad copy that they want to click through on the ad to go to your landing page. Once there, your landing page should be effective enough to have the visitor now carry through with the call to action that is there.
A headline that catches attention:
You have very limited space in your Adwords advertisement. Your ad will also appear with other competitors. Your headline is what is going to make you stand out from theirs. That’s its first job. The next job is, it has to be interesting enough to hold the attention of its viewer so they will read the rest of the ad text.
URL pointers:
In your ad the url you are using is called your display url. There have been actual heat studies to show how much attention the url gets in an ad. It was shown that different placement of the url’s generated different levels of attention depending on the positioning of the ad on the page. Be sure to follow the G policy on display urls for the ad platform you are using.
The right adwords text:
Aside from the headline the adwords text is going to take a lot of thought. You have very limited space to get your message out. You want to have your main keywords in this. You want a call to action which is probably to get your ad viewers to go to your landing page. You also want to be sure that you can deliver on any promise that you are putting in your text.
The right call to action:
You need to have a clear objective for your call to action. Know what you want the viewer to do. Do you want a direct response like ultimately making a purchase when they get to your landing page? Or are you after lead generation? You need to write the appropriate copy based on your goal.
Dynamic vs static ads:
With a dynamic ad your text is changing, with a static ad it remains the same. With Google you can opt for DKI which is dynamic keyword insertion. The keywords in the ad will change based on the search query. You would need to do some ad testing to determine which works best for you.
Starting out with your first venture with Adwords can be a little daunting. Hopefully these basic tips will help you feel confident enough to get you started.
