One important component in good ad copy is having a call to action. When a searcher sees your ad, you would want to direct them to your call to action (what you would want them to do on your site once they click). If a completed lead form or an e-commerce transaction is your goal, this should be stated in your ad copy.
Here is an example of ad copy for a lead generation call to action:
Full-Service Internet Fulfillment.
“Complete Our Form Online Now”
Search Engine Optimization
“Register Online Today”
Here is an example of ad copy for an ecommerce call to action:
Great Holiday Gifts for You’re Teen.
“Buy Online Now”
These have clear examples of what you want the user to do once they’ve reached your website.
Of course along with a strong call to action you want to direct traffic to a relevant landing page. The ad copy should direct the user to the landing page that has a clear call to action i.e. a lead form page. This could potentially increase your quality score in Google and eliminate irrelevant traffic as well. Remember it takes more than a call to action to have strong ad messaging. The ad copy should also describe how the keyword is associated with the product/service.
It seems that some people tend to think that search marketing campaigns are magic. That “If you build it, they will come.” In theory, that is true. However, building a search marketing campaign is only half the battle. The next steps are to analyze the data so that the necessary adjustments can be made to the campaign to create an even better outcome. Three key components to analyze and improve are keywords, ad copy and landing pages.
Keywords are necessary for any search marketing campaigns; however the right keywords along with the right ad copy are even more essential. Keywords direct users to your ad copy, which if clicked on leads searchers to your landing page. If your keywords lead a searcher to ad copy that doesn’t make sense, they’re not likely to click on the ad. What some fail to realize is that match type and keyword grouping also play a significant part in the success of keywords. If you use broad match, for a general keyword, you’ll reach a lot of searchers, but a good percentage of those searchers may not be in the target you’re trying to reach. If you use phrase match, you will limit the number of searchers who see your ad, however the searchers will probably be more qualified. If you use exact match, you’ll only get the people who search for your exact terms, but you’ll miss a great deal of people who could have been potential customers. The best way to solve this is to test and to use negative keywords. Plus you want to make sure your ad copy is relevant. Ad copy plays a key role in the success of a campaign and leads the searcher to your landing page.
Landing pages have a critical role in the success of a campaign because they have a great affect on how a searcher will respond. Make sure searchers are being sent to relevant landing page. It is very annoying to click on an ad only to be led to a page isn’t relevant. This will cause searchers to leave a website as soon as they get there. Landing pages should coincide with the ad copy. If you’re a camera store and you’re advertising, Canon Powershots, send the user to the Cannon Powershot page, not the Nikon page. It will improve the results.
It may seem elementary, but if a search marketing campaign doesn’t get the basics right, it will fail no matter how much money is thrown at it. The best steps to take are to focus on the fundamentals; from there the results will follow.
Have you ever gone online to look for a product and all the ads seem the same? Ever wonder which ads will take you the official site, and which ads are going to take you to an unofficial site. How does a company solve this issue? Set yourself apart so people know that your ad copy will lead them to the original product maker and not a reseller.
When a company is advertising its original product online a rule of thumb is to put the trademark symbol in the ad copy line. This lets people know that you’re the real deal. There can be a lot of competition out there for your very own product. A trademark symbol sets you apart. What’s even better is that competitors and resellers shouldn’t be using your trademark symbol in their ad copy which gives you an advantage.
Secondly, if you have space, put “official site” in your ad copy. This also differentiates you from resellers, especially with the new rule Google recently passed. Google has said that resellers are allowed to put trademarked products in their ad copy if they are reselling it on their site with a price point. Here’s an example. Let’s say you’re Nike, at one point only Nike could say “Nike” in their ads. Everyone else had to say, “We sell those cool shoes with the check mark sign.” Now, that Google has passed this rule, resellers can now say, “Buy Your Nikes at a great price online.” When resellers start marketing, this way, the words “official site” will let consumers know which ad is truly by Nike.
Last but not least, make sure to monitor your core keywords and stay in top position. Remember, not everyone plays by the rules. If you see ads with “official site” in them that don’t belong to your company, do something about it. Contact the company and ask them to refrain from using deceiving ad copy, because they aren’t the official site. Also, Google will allow you to file a formal complaint against those using deceptive ad copy, if that becomes necessary. The clear rule of thumb is to make it very clear to consumers that your ad copy will lead them to the official site.