Follow those 8 easy ways to make Adwords copy standout to and increase CTR and conversion rate. Assuming you have already set up your Adwords
account in terms of keyword research, keyword type, grouping etc you should be looking at ways to improve the campaign by maximizing your ad copy. I see many customers who don’t experiment enough with their ad copy, in some cases leave it for months thinking this is as good as it will get, well it’s not. There are many ways to make your ad copy standout, here are just a few:
1. Include the precise search term - The keyword will stand out as it will appear in bold and the user is expecting to see this keyword.
2. Include a phone number - In addition to standing out, using a phone number will increase the offer credibility, but it will need to appear in the landing page as well which in return will help increase the website credibility. Consider offering a toll free phone number for your ad copy as it ill increase user’s confidence in your offer.
3. Brag about your price – Most users would like to buy as soon as possible for the lowest price. For websites offering a branded product at the lowest price, using the price in the ad copy will increase CTR.
4. Include unique characters – Very few advertisers try unorthodox characters to make their copy standout, granted it won’t fit every product and offer. Nevertheless I have seen a few examples which helped increase CTR. TM (if you have one) is a great start, however there are many many characters which Google permits.
5. Use the precise search term in the ad display URL – Provided the display URL matches the product it can appear as an extension of the ad copy. I recently experimented with adding a promotion phrase together with the product keyword to the display URL and CTR has doubled. Consider examplesite.com/product-x-deals | examplesite.com/product-x-sale | or at least examplesite.com/product.
6. Offer Google Checkout - By offering Google Checkout payment gateway, the ad copy will display a colourful Google Checkout icon which stands out. Offering another payment gateway also increases the likelihood of a conversion and helps the website credibility.
7. Offer Mcafee Site Secure - Similar to the layout of Google Checkout icon, Mcafee site secure icon can appear next to the ad copy provided two conditions are met. First, the website has have mcafee site secure certificate and secondly the end user must have site advisor installed.
8. Offer a discount / promotional code – As you already know, users are looking to get the best offer, quickly and for the less amount. If you feel point 3 isn’t applicable or won’t be possible, consider adding a discount code offer to the ad creative. The discount code should be stored in the user session which means it will appear in the basket however many users will take a pen & paper to write down the discount code so engaging with the website and offer.
AdWords tip: When trying different creatives I recommend you switch off the ‘optimize’ option under campaign setting for a while to better understand what is working and what isn’t. Switch it back on once finished or stick with the creative which worked best.
Hope you find our tips useful.