5 Tips for Optimizing Paid Search Ad Copy for Your Business
When it comes to pay per click management, your paid search ad copy becomes your most critical asset. With the right words, you can entice prospective customers to take the plunge and buy your product or service. Continue reading for 5 tips on optimizing paid search ad copy for your retail or home-services business.
If you’ve experienced lackluster performance through previous paid search efforts, maybe your ad copy needs a facelift. Following are a few strategies to help you make a better first impression.
1. Run A/B Tests
Don’t make assumptions about ad performance.
A/B testing can prove particularly illuminating when you want to know what ad copy performs the best. Just as your audience comparison-shops for the best deal, you must comparison-shop for the right words.
Test just one element of your ad copy at a time. When you review the results, you don’t want to have to guess about which variable made one ad more effective than the other. Run tests for a specific period of time, analyze the results, and immediately start a new test.
2. Balance Features With Benefits
Craft your ad copy with both features and benefits in mind.
Features describe the qualities or facets of your product. Benefits explain how those features will improve your prospective customers’ lives. If you neglect either one, your paid search ad copy will suffer.
Wordstream recommends consistently asking yourself the same question: “What’s in it for them?” If your ad copy doesn’t answer that question, it’s time to return to the drawing board. You can use short, perfunctory phrases, but don’t leave out either element.
3. Add an Image
Google now offers image extensions for paid search. If your pay per click management strategy needs a boost, consider using image extensions to add visual appeal to your ads. A lifestyle image of a customer using your product or a product image by itself can improve clicks dramatically.
People are attracted to visual imagery. It’s difficult to imagine how a product looks when you’ve never seen it before, and an image removes the mystery. Consumers who aren’t interested in your product won’t waste their time with a click, but prospects who are interested will be more likely to check out your listing.
4. Get More Active
Active verbs can create momentum and improve engagement. Instead of listing benefits and features, use verbs to describe what your prospects will do or achieve with those qualities.
For instance, if you’re selling a flat-screen television, you might encourage prospects with action verbs: “Improve your viewing experience with 1080p resolution” or “Experience the optimum home theater technology.”
5. Ditch the Trends
Search Engine Watch found through its own research that certain ad-copy trends can reduce click-through rates and engagement. For instance, avoid using numbers as benefits (e.g. “10$ off”) and exclamation points in your copy. Additionally, removing the word “now” from your CTA could increase interaction with your ads.
Perfecting your ad copy can improve your paid search ROI and give your ads more visibility in the search engines. If you need help optimizing your paid search, and want to learn more, contact us, or read how we’ve helped out our wonderful clients.