Crafting a strong text ad is fundamental in creating a successful campaign online.
The best performing text ads are always developed with some fundamental marketing and advertising principles in mind.
Below are some of our top tips that will help you master the basics of creating a strong ad, giving your business the edge when you’re fighting to get that click.
Nail the Copy
When writing a text ad, you don’t have a tonne of room to make an impression. There are character limitations on each section, so every word must count.
As the goal of your ad is to showcase your value to potential customers, try and put yourself in their shoes. What are they looking for? What are their needs and wants? If you address these things in your copy, you’re onto a winner.
Let’s break an ad down…
Headline: Your headline is the first opportunity to grab attention so be sure to write an enticing one to capture interest. Remember what your customer is looking for and push it in the headline.
Description: If someone has made it to your description, chances are, your headline has worked! Now that they’re this far, they want to know more. Use the description to highlight other things about your offer, showing them what makes your business stand out.
Top Tip: Your ad should highlight a feature and a benefit of your product or service.
Call to Action: Now’s your chance to encourage a click! In your CTA, try using language that’ll gently entice readers into clicking, rather than being overly salesy, which can sometimes be off-putting. For example, instead of writing “Call us now”, why not try “See how we can help”? This will encourage users to visit your site without them feeling like they’re being strong-armed into it.
Once the customer understands what you want them to do, it can help weed out people who aren’t interested, saving you the cost of the click.
Another staple best practice of ad copywriting is to include keywords in ad copy to mirror the searcher’s query. By mimicking back phrases similar to what they searched for, we’re telling them that they’re in the right place.
Extensions, Keywords, and Customisers? Say whaaa?
Once you’ve written some great ad content it’s time to make your ad more interactive and attractive for prospects.
This is your opportunity to utilise extensions such as callouts, sitelinks, and call buttons, to give users more ways to interact with your ad, increasing the likelihood of them finding a meaningful way of doing so.
Try to enable any extensions that make sense for your business on your ads. For example, if you want customers to call your business, try adding a call extension.
Test and Optimise
Once your ad is live, test it!
If it isn’t performing as it should, try a different variation.
Think an extension is underperforming? Change it.
Always try new things to see what works best and what doesn’t. This will help ensure success and maximise your ad performance.
Get Help If You Need It
Creating successful ad campaigns is a big responsibility. Often the people we work with know what they want to achieve, but they don’t know how to get there.
With us, you’re not alone. We’ll be an extension to or complete outsourced marketing department for your business. Giving you as much or as little as support as you need.
Why not give us a call to find out how we can help you?