B2B Marketing Blog

How to Write Effective AdWords Text Ads

By Lauren Hylbak
Sep 3, 2013

Guest post by Andy Culbertson, Digital Marketing Advisor at Into The Wild Marketing

Text ads are the lifeblood of most Google AdWords campaigns. Your success depends on them. But with endless competition, it’s hard to get those clicks and conversions. Thankfully, you don’t have to be Shakespeare to write compelling copy. You just have to stand out. Here are four, easily implemented tips for improving your text ads.

Embrace The Fear

Two major factors motivate your potential customers: the benefit of gain and the fear of loss. Sometimes one is more dominant than the other. Sometimes it’s an even mix, but too often marketers focus solely on the benefits. Sure, a risk-free trial and low-cost shipping are great, but remind me what I stand to lose. Zeroing in on that fear makes skipping your ad a risk.

Not this:                                                                                 But this:

Google AdWords

Google AdWords

 

Don’t Forget The Numbers

Pictures may be worth a thousand words, but numbers are just as important. If you have prices, percentages, or inventories, make sure they find a way into your ad. Numbers catch the eye and communicate a level of specificity words cannot match. Placement is also important. If possible, put those valuable numbers at the beginning or end of your lines for maximum impact. 

Not this:                                                                                    But this:

Google AdWords

Google AdWords

 

Be Specific, Not Broad

There’s no room for the guessing game in marketing. Your copy should be as clear and specific as possible. Otherwise, customers will be left to assume, which means they’ll probably just look somewhere else. And make no mistake; clicking your ad isn’t free. It costs time and attention. You wouldn’t buy something without knowing what you’ll receive. Don’t expect your customers to be any different.

Not this:                                                                                       But this:

Google AdWords

Google AdWords 

 

Discover Your Trigger Words

Every customer base is different. Some want sales, others want guarantees. But what’s important is taking the time to learn. And that comes from testing. Is the word “trusted” better than “reliable?” Huge or massive? As soon as you’re confident an ad performs better than others, write a variation. Change a single word or phrase and check the results. Knowing your trigger words is key. As a head start, here are a few especially potent words:

  • You
  • Get
  • Avoid
  • Don’t 

Not this:                                                                                       But this:

Google AdWords

Google AdWords 

 

Andy Culbertson
Digital Marketing Advisor
Into The Wild Marketing
www.intothewildmarketing.com

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Topics: adwords, tips, bizible blog, small business marketing, tools

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