Make Your Paid Ads Pop!

Marni Weinberg - June 15, 2010

Let’s face it. The Online Marketing arena is a competitive one. Everyone who’s anyone has a product or service to sell and they all seem to make it sound as though their site is the best one to click on. Why would a consumer choose YOU over the countless others? If you don’t have an immediate (and compelling) answer to that question, well then shame on you! It is critical when creating a paid search initiative that your Ad Copy reflects – in as creative a way as possible – why searchers should click on your ads, rather than your competitors.

Ad Copy can be tricky, in that the engines only permit a very limited amount of characters, including spaces and punctuation. Example: 25 in the First Line; 35 in the Second; 35 in the Third Line. Not a lot of space to say what you want to say, is it? So where should you start?

How about making a list of all of the benefits of ordering from your website? These are the things you will want to include in your Ad Copy. Some of these benefits may include the following:

• Low Price Guarantee & Percentage Discounts (up to 50% off, etc.)
• Free Shipping & Returns
• 24 Hour Customer Service
• Free Samples With Purchase
• Serving Customers Nationwide
• Special Promotions or Discounts

You will also want to use calls to action, in an effort to generate a sense of urgency such as:

• Limited Time Offer or Limited Supplies Available
• Offer Ends Soon
• The word “now” speaks volumes and is quite powerful: Buy Now, Shop Now, Call Now, Order Now, Click Now, Visit Now, Discover Now, etc.

Remember, your ads are competing with all of the others out there. Which incentives or offerings would entice you to want to click on your ad?