Think about how many competitors you have in your industry. Can you even list them all of on two hands? Most likely, they reach into the dozens, and it’s a safe bet to assume that at least half of them are running PPC ads. That means that you’re competing with all these businesses for PPC ad space, and there’s a very limited number of spots. So how can you stand out enough to land these top spots?
It all comes down to the wording of your ad, and here we’re going to show you how to nail the wording down to the dot.
1. Gear it towards the consumer: Ditch the generic dynamic keyword insertion, because it’ll make your ad sound exactly the same as everyone else’s. Instead craft your ad content with the consumer’s goal in mind. This doesn’t mean their goal as in buying a product, but rather the need that the product will fulfill for them. Why are they buying your product? What do they plan to do with it? That’s what your ad needs to speak to.
For example, if you’re running PPC ads for a business that sells bikes, don’t put up an ad that says “Buy your bike now!”.
Sure, that might work. But it doesn’t really speak to the consumers need, and sounds incredibly generic. Instead, write an ad along the lines of “Cut your commute in half, for a fraction of the price!” That’s an intriguing title, which makes consumers want to see what you’re offering. They’ll be likelier to click on it to see how you’re able to fulfill this promise, and in the process may just end up converting.
2. Add a timer: People are most ravenous to get a deal when they know that it won’t be there soon. All you have to do is look at Black Friday, and you’ll see how true that is. If you want people literally beating each other down just to get your deal, add a countdown timer to your ad. This will display a timer in the ad itself, and consumers will be motivated to visit your webpage, purely based on the knowledge that they might miss some great deal. The fear of loss is often a greater motivator than the desire to gain, and you should use it to your advantage.
3. Relevant Ads: Being relevant isn’t just about staying on point. In a field that’s always changing, adding new developments, and improving past features, you need to consistently update your ads to reflect changes in your field and around the internet.
This could mean even simply including the current month or year in your ad, showing consumers that you made this ad recently. A consumer wants to be a customer of a business that they know is actively engaged with them, and updating your ads monthly or even weekly is a great way of showing that.
4. Be Specific: Your ad should be credible and relevant, but it should also be directly to the point. If it appears too general, you might not sound credible, and that could hurt your chances. Specific ads are likelier to be clicked on, for the same reason that someone would rather read an essay with statistics and sources rather than one without. Being specific makes you believable, because consumers can understand that you know what you’re talking about.
5. Keep it Personal: There’s a reason that sales representatives ask you your name before they start upselling you, and that is that people respond better when addressed by name, or by direct pronoun. Referring to a consumer as ‘you’ in your ad is the only way you can achieve this, seeing as you don’t know their name. When a consumer sees an ad that speaks to them directly, it’ll probably be the first one they click.
6. Local wording: If your business operates locally, or if your target audience is one specific area, use ad wording that refers to that area. If you’re advertising in Toronto, you should include the word Toronto, or the names of specific streets. Apart from using local extensions, this is the best way to show that you operate locally, and people in that area will be likelier to click on it.
These are all great ways to keep your ads relevant, and most of all, powerful. By utilizing these tips you can boost the success of your business, and ensure that your conversions only continue to grow. And most importantly, don’t forget to test any move that you do! It’s not enough to be told it works; you need to know it works!
Give us a call today to see how the Rush Ventures can help you!