AdWords, Google's advertising platform, drives the online sales of many small and medium-sized e-commerce businesses. Sellers who want to get the most out of text ads in AdWords need to learn how to write in a straightforward and straightforward manner and perform a lot of sharing tests.
The AdWords platform has several ad formats and two networks: search and display. The simplest and most direct of these formats is a textual advertisement on the search network.
With text ad, your company has a title (or two), a URL and a brief description to communicate the value and encourage a link. Effective AdWords text ads will make someone click on them.
So how do you and how does your company learn to write effective text ads? What does the learning process look like? How should you start becoming a better advertising writer?
Copywriting is the act of writing text for, in this case, advertising or marketing. This act of arranging words so that a reader will take a desired action is often described as an art and a science .
"It's an art because it requires creativity, a sense of beauty and style," writes Demian Farnworth in an article in Copyblogger. "Writing an effective copy is also a science because it exists in the world of tests, tests, and failure, improvement, breakthroughs, education, and predictability. Scientific advertising allows you to develop an idea and then test that idea. "
While calling one thing both an art and a science frontier on the cliche, it is still meaningful for the effective writing of advertising text. In particular, thinking about how we learn about art and science can help us understand how to write a compelling AdWords copy.
Art of Writing
With few exceptions, doing art requires study, research, observation, and practice.
If you want to learn how to write effective text ads, study the art of writing. Reading this article is a good start, but it's only a beginning.
"Do you think you do not need to learn copywriting?", Asks the expert in Peep Laja conversion. David Ogilvy, the father of modern advertising, addressed this issue in his book Ogilvy on Advertising . One of his editors told him that he [Olgivy] had read no book on advertising. "»
"Ogilvy asked him," Suppose your gallbladder needs to be removed tonight.Do you choose a surgeon who has read books on anatomy and who knows where is the gallbladder or someone? " Who relies on his own intuition? "»
"What distinguishes the best experts from the mediocre players is that the best know more.You can write a better copy if you know more about it."
Consider for a moment the anatomy of text ads in AdWords. There are three sections. The last section could be divided so that we have four items on our list. Learning the anatomy of the ad will help us learn how to write an effective text.
- Title. AdWords allows two titles of 30 characters each. These titles will be connected with a hyphen. Your second title may not always appear.
- URL. You can show readers only your domain or up to two additional path indicators to give potential customers an idea of what they will see when they click on the ad.
- Description. You have a maximum of 80 characters to describe your product. AdWords may delete certain words on mobile devices.
- Call for Action. A subset of the description, a call to action is the first opportunity for your store to request the sale.
Let's focus on the title. Some AdWords writers recommend to reflect the purpose of the user or to meet his goal.
Johnathan Dane, the founder of KlientBoost, a pay-per-click advertising and copywriting agency, offered a simple example for people suffering from acne.
Imagine someone looking for "help to get rid of acne" on Google. Which of these titles do you think will get the best answer?
- "Facing acne?"
- "Killing Acne Once and For All"
The first title, "Dealing with Acne?", Picks up what you already know from the user. If someone is looking to "help get rid of acne," he is probably faced with acne. This might reflect the user's question, but it does not correspond to its purpose or purpose.
The second title, "Kill acne once and for all," talks about the goal or purpose of the user. He offers an answer.
What kind of title could an online shoe store write for the keyword "running shoe to prevent knee pain?" An ad running on Google at the time of writing responded with "Shoes Made for Women, By Women." meaningless given the term sought.
WordStream, a PPC platform, suggested eight best practices for writing PPC ads that include this idea of mirroring the user's intent. Think of these techniques as brushstrokes for a painter or scales for a musician. Learning them will make you better at the art.
- Mirror the lens of the user
- Include numbers or statistics
- Call for a sense of right
- Include emotional triggers
- Use keywords in URLs
- Use punctuation
- Early common preferences
- Focus on the benefits to the user
After studying the art of effective text ads and writing a few small ads, it's time to focus on science – experimentation and testing.
For each campaign or even for each ad group, set specific improvement goals, such as improving the clickthrough rate.
Next, choose the part of the ad you want to test. Think about the anatomy of the ad, described earlier.
Will you test the title, URL to display, description or incentive to action in the description? In a broader context, you can also test the keywords associated with an ad, its landing page, the extensions of ads used and even the opening hours (the time at which the ### Ad must be shown).
Once you've chosen what to test, like the title or the call to action, make small changes and compare those changes to the original. Test one change at a time and improve performance.