A Guide for Writing Ad Copy That Captures Your Audience’s Attention

Serina Fignole - September 14, 2017

Figuring out the perfect technique to help your ads stand out can be a huge undertaking. You may not be sure if your headline should focus on what your brand offers or why a user should select it over a competitor. To ensure your ads capture your audience’s attention, follow this 4-step process.

STEP 1

You should know your customers and be aware of the pains they experience every day, which may be already understood from search-based traffic. Sometimes customers may use words such as, “enterprise”, “cheapest”, “fastest”, etc., which can help you gain a better understanding of who they are and their needs.

STEP 2

Is your company known for being the quickest, highest quality or lowest price? Then, you should be keeping a spreadsheet of all of those value-added phrases that are related to your company, and the products or services you offer.

STEP 3

Since most companies have numerous campaigns and ad groups, you should keep a list of the most applicable phrases from Step 2 that this specific audience is most likely to engage with. These phrases should be in your ad headline, followed by what the product or service delivers in the description.

STEP 4

Plug in the search terms that have the highest search volume into Google. This will show you whether your ads will show up alongside your competitors.

Overall, a major piece of any company’s SEM strategy is creating ads that help you stand out. Keep in mind – you can’t obtain a new customer if they never click on your ad or land on your website.