Writing ads is an art. The best way to see which ads bring the best results is to write three or four at one time. Then, let them gather at least 1000 impressions. Ads with the highest CTR are top performers. Below are some tips to help create compelling ad text.
Text should be clear and well-written
It should highlight the differentiating characteristics of an advertiser’s product or service.
Include keywords in the ad title
Since the keyword entered is what people are looking for, ads with keywords in the title stand out. Also, keywords that a user enters into Google.com appear in bold in the ad.
Include prices and promotions
Users tend to click on ads that give more information about the advertiser’s product.
Include a call to action
Calls to action are generally action verbs, such as ‘buy’, ‘order’, and’ purchase’. While ‘find’ and ‘search’ may be accurate, these words imply that the user is still in awareness/interest mode. Generic actions like click here are discouraged.
Avoid using a company name or website domain in the ad text
This technique doesn’t typically attract more clicks unless advertising for an established company with a compelling brand.
Capitalise the words in the display URL
For example, instead of using www.warmpuppies.com, use WarmPuppies.com.
Choose a destination URL that points the visitor to a landing page relevant to the keyword entered
Users who don’t find what is promised immediately are more likely to leave the advertiser’s site. Promotions and particular products mentioned in the ad should be visible on the landing page.
