How To Write Ads That Get Clicked And Convert Into Sales
Basically, you want your ads to achieve 2 things: First, you want them to get clicked and second you want them to convert into sales.
Most articles, products, guides… tell you how to increase the CTR of your ads – and don’t get me wrong, that’s absolutely great. However, you also have to make sure your ads stand a good chance to convert into sales – after all, that’s what it takes to make some money.
There are lots of ways to get the attention of a prospect, to build interest and to get the desired “click”. However, if you don’t want your visitors to immediately leave your landing- and/or sales page you also have to deliver on what you promised in your ad.
Don’t state “Fast Delivery” in your ad, when it takes 2 weeks to get the article, don’t say “It’s Free” and ask for money on your sales page, don’t promote sun cream on your landing page, when your ad promises a cure for acne… you get the idea.
So, always think about increasing your click-through rate and your sales conversion at the same time. Make sure your ads, landing pages and sales pages are relevant and support each other in achieving your ultimate goal: Generating a maximum number of sales, while keeping your cost per click as low as possible.
Below is a list of ideas and tips you can use to make your PPC ads more effective and to increase click through rates. Keep in mind that certain tips might work very well for product X and maybe not so well for product Y. Test and track until you find out what works best for your campaign.
Ok, let’s get started:
* Always try to use the search phrase in the ad headline and/or description. That way, the search phrase is shown in bold letters and your ad is more likely to attract the searchers attention. Also, Google will consider your ad to be more relevant and reward you with a better quality score
* Write compelling ads that entice the searcher to click and to find out more.
* Echo people’s doubts, worries, insecurities… in your ad and offer a solution.
* Try a negative enquirer-type approach. Something like: “Stop! Don’t buy… Read My Review Before…”
* Ask questions that arouse the readers curiosity.
* Experiment with question marks, hyphens, exclamation marks and other symbols in your ad.
* Provide a clear call to action: Buy here, free download, space limited - reserve now, order here, watch free video…
* Use adjectives, like: fast, easy, cheap, strong…
* Capitalize the first letter of each word.
* State benefits (emotional payoffs your customer gets from using your product) and features in your ad. I suggest, you state a big benefit in description line 1 and a feature in description line 2. Google ads are more about benefits than anything else.
* Most Google users don’t respond very well to hype: “Echo your customers inner conversations – 95% of the most effective ads on Google are hype- and comedy- free. They are just simple, straightforward ads that echo a need or frustration and promise a solution” - as Perry Marshal states it in his Definitive Guide To Google AdWords
* Don’t write like a college professor, speak to your customer in the language they respond to in everyday conversation and your CTR will soar.
* Experiment with different tones: Sarcastic, emphatic, compassionate…
* Check out what other marketers in your niche are doing and copy certain ideas.
* Be clear and specific in your ad. For example, indicate what results can be achieved in a certain timeframe: “Learn German in 4 Weeks”.
* In certain cases you may want to indicate the price of your product in order to filter out visitors who are not interested in buying anything.
* URL tips: Capitalize the first letter of each word ; drop the “www.” in front of your URL ; experiment with .org domains ; create a folder or subdomain with the name of your product: MySite.com/AdwordsTool or AdwordsTool.MySite.com
Once again, experiment with the tips and ideas mentioned above. Test and track your ads, because not everything will work equally well for each market. Also, use your own creativity, try out different things and learn from other marketers.
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