Crafting Engaging AdWords Copy
Crafting engaging AdWords copy is something that gives even the most experienced marketers trouble. But learning how to create copy that will attract users is vital to driving results.
After all, Google serves billions of ad impressions a day. That’s a lot of competition for the top keywords. That means that if you want your ads to be competitive, they need to stand out from the crowd. With that in mind, here are a few simple tips to make sure you’re creating the best AdWords copy possible.
Crafting Engaging AdWords Copy
Know Your Users
If you’re planning on running ads through AdWords, then you should already have a good idea of who your users are. The first step in running a successful ad campaign is to make sure that you know who your product is going to appeal to and forming a good idea of the kind of demographics you want to target.
But you should never stop there. Broad demographics are great for structuring campaigns, but they’re sometimes less helpful when it comes to crafting copy. Instead, you need to know your users more intimately. Who are they? What interests them about your product? What kinds of concerns do they have in daily life?
Surveys are a great way to develop this kind of understanding of an audience. And social media is a great chance to interact with customers directly. Use the opportunity to engage with your users and find out who they really are.
Once you really come to know your audience, you can use that information to write copy that appeals to them directly.
One of the most powerful words is in advertising is a simple one: “You.”
It attracts the reader’s attention by addressing them directly. And when a viewer is looking at a number of different ads, that extra edge can be the deciding factor in which ad they click. But in a broader sense, you also want to make sure your ads are as personal as possible.
Focus on what the customer needs. What sort of difference does your customer expect your product or service to make in their lives?
For instance, if you’re selling vacation packages, then what sort of experience is the customer looking for. When targeting younger demographics, consider playing up the adventure angle of the package you’re offering. For older demographics with families, make it clear how great the vacation could be for their kids.
Always craft your copy with the customer in mind, and make sure that it addresses their needs in as personal a way as possible.
One of the best ways to make sure that people will click on your ads and convert those clicks into sales is to make sure that your copy creates the impression that your company is reputable and experienced.
Using specific numbers and statistics is a great way to do that. If your company offers a wide range of services, mention how many in the ad. Or if you’ve already served thousands of satisfied customers, incorporate that number into the copy.
But ideally, you want a very specific ad that showcases quantifiable results. Consider running an ad campaign targeting a specific area and mention how many customers you’ve already served in that area. This personalizes the ad for the viewer and presents your company as a local authority.
No matter how engaging your copy is, it can always be improved by a bit of testing. Testing is an important part of any marketing strategy, but that’s especially true when it comes to crafting the best copy.
Marketers rely on something called A/B testing to ensure that their ads will get the results they want. Essentially, they create a number of different test ads based around the same theme. By measuring how these ads perform and making careful tweaks, they can then create ads that they know will do well before they incorporate them into a broader campaign.
You should always apply this kind of testing to your copy to make sure that it’s resonating with the audience. Create ads with different tones and see how they do. Or try a few different tactics, like countdown timers or sales offers.
But don’t be afraid to get very specific with your testing as well. You can even test different wordings or tenses for your copy. Even minor changes can make a big difference in how your ads perform. So make sure that you’re running the optimal copy to get the best results.
With a bit of planning and the right information, you can significantly improve the performance of your ads just by crafting the right copy. And that means that creating good copy should always be a key part of any marketing strategy.
What do you think? How do you craft engaging AdWords copy? Let us know in the comments.