When it comes to marketing, knowing that you need paid search advertising is the easy part; launching a successful paid search engine advertising campaign is where things can get tricky. Every second, tens of thousands of people are searching on the top search engines for products, services and solutions (Search Engine Watch), but just having your business there is not enough, you need to grab the searchers’ attention and stand out from the competition. So, how do you create paid search text ads that drive the best results? We’ve got that part covered.
Successful marketers need to deliver the right messaging for the right moment. Better creative messages improve ad relevance and drive more qualified clicks from your search ads (Google). With this being said; your paid search text ad should include things that will attract the reader right from the start. The first thing that searchers see is your headline. People are most likely to notice headline text, so consider including words that people may have entered in their search to make your business and ad more relevant for them. You have 30 characters to grab their attention, so make them count.
When it comes to the body of the text ad, you only have a few words that will display that need to grab the viewers’ attention, so you need to make the most of them. To do that, your paid text ad content needs to focus on what is important to the customer, address the audience, use emotional triggers, remove objections, highlight how you stand out from the competition, offer something unique and compelling, and do all of that in around 80 characters. Sounds next to impossible, right?
Creating a text ad that will warrant positive results, means putting yourself in your ideal customer’s shoes. The best way to get the attention of your target audience is to show them that you understand their problems and can solve them. Speak directly to them (using “you” and “your”) and use local locations to help them feel connected to your business. Address why they would be searching for you by creating positive emotions to drive results (i.e. hopefulness, relief, and the feeling of being liked or admired by others). Emphasize what makes you stand out from the competition: awards, statistics, proprietary technology, etc. Have a clear call to action that uses strong words and starts with a verb to make the audience feel like they need to do something (Search Engine Journal). You have a limited amount of space to build a connection with viewers and convince them to “click”, so using the space in the most creative and compelling way is how you are going to create paid search text ads that drive the best results.
Ad extensions are another key component of text ads. Extensions expand your ad with additional information—giving people more reasons to choose your business. They typically increase an ad’s click-through-rate by several percentage points. Extension formats include call buttons, location information, links to specific parts of your website, additional text, and more. Implement all ad extensions that make sense for your business, trying for at least three. Ads with multiple extensions often perform better than ads with only one extension. They add useful information for searchers and help your message get noticed (Google).
Creating paid search text ads that drive the best results is not only about content creation, usability of your text ad is just as important. If you grab a viewer’s attention and they can’t get to your website or are taken to a page on your site that is not relevant to what they were searching for, what good is that? Ensure that your display URL is correct and working as intended; the display URL is usually in green and shows your website address. This display URL is made up of the domain from your final URL and the text in the optional “Path” fields.
The “Path” fields are part of the display URL in expanded text ads, which is typically displayed in green text below the headline and above the description. The fields give potential customers an idea of where they will end up on your site once they have clicked your ad. The text you put in the fields should highlight the product or service described in the ad in more detail. Paths are not guaranteed to show. The field is optional, and each Path can have up to 15 characters. While optional, at Water Bear Marketing, we recommend using Paths, as they are an additional way to drive more qualified leads. If a viewer clicks your URL, while knowing what exactly they are clicking for, they are more likely to convert to a customer.
If all of this gives you a headache, let us help. At Water Bear Marketing we have over 15 years of experience in producing paid search text ads that drive the best results. Our goal is to create the best return on investment for our clients. Contact us today for a free consultation and to take your text ads to the next level. Water Bear Marketing ensures that you will reach 99% of the places that people search online and our clients are always elated with their results.