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Posted by Sanket Patel
May 22, 2019
Yesterday, I was looking for an Audio version of a book titled Creativity Inc. I simply typed “Creativity Inc Audio” on Google, and the search engine giant set forth an Ad for the book available on “audible.com”.
Every marketer asked one question only: Did I click it?
No
Why?
Because words do say it has exactly what I am looking for, but the URL doesn’t match with the words affecting my trust issues.
That’s the key problem of most ads.
Users don’t get the feeling of clicking them instantly. In fact, even after that ad appears as the first link situated on the first page of Google, users simply scroll down to click the links without the ad.
Do you know why?
Because either user doesn’t find what they are looking for in the ads or ads fail to build trust among users. And these are not the only factors a Clickable Ad lacks. There are more on the list.
Before I tell you what those missing factors are, let’s have brief look at CTR and its effects on advertisers.
Click-Through Rates (CTR) on Adwords
Click-Through Rate is the percentage of total clicks on your ad in front of the total number of times an ad is viewed
CTR = Total Ad Clicks
Total Ads viewed
Advertisers assume that low CTR means low conversion while high CTR means high conversion. It’s true but not the whole one.
What if users click through your Ad but don’t convert? Will you still say that high clicks mean high conversion?
Not at all.
Whether it’s high clicks or low clicks or low conversion, today you will get solutions for all. This article will tell you creative ways to increase your Click-through rate without annoying users.
Ad extensions increase the size of Ads. They add more detail to the ad making it more relevant and understandable for users. At the time same, they make sure not to consume much space on Google Ads and save the reading time of users.
Google offers a variety of Ad Extensions. 5 important ones are:
SiteLink consists of a heading with a two-line description. It brings life to your Ad if you choose words wisely and creatively which leads to an increase in Click-Through Rates.
Google allows up to 4 sitelinks on Ad, but you can add more in different ways, and let Google choose which one fit well to users’ query.
If you put Google’s Phone number in the ad, you can even record the call.
You can add up to 10 values per snippet.
Users crave more options so that they can enjoy the feeling of making wise decisions after considering all. Snippets feed that craving which results in more clicks.
Google displays up to 4 callout actions, each one limited to 25 characters. You can many more extensions, and let Google display the ones matching well with users’ queries.
Next, you are going to learn how to craft a compelling advert copy. Before that, you must have a list of keywords on hand to use in your ads. Make a list of keywords matching well with the user’s query. You can even go for long-tail keywords as they are less competitive and more relevant.
Generally, users search for their queries instead of searching for business. That’s why Google displays the best articles answering users’ queries. Rarely, it shows the name of the company as an answer to users’ questions, unless it’s a local query like “best gym near me”.
Now imagine what users search in Google relevant to your business. For e.g., if you are a health service provider, a relevant query might be “best health experts”. Put those words on Google, and read the first 3 articles. Those articles contain gems of words that users are looking for. Google’s first place is proof that the article has something users would like to read.
Extract useful words triggering users’ minds from articles, and add them to your list of keywords. These words boost the confidence of users for your ads, and your business as well.
Now that you have a list of keywords ready, it’s time to let your creative juices flow. Start thinking like users. What would they search on Google when they look for your business – this must be similar to your keywords or vice versa.
Next, come up with what makes them click. Is it a discount? Better Services? Reviews? End-results? Compile a list of clickable features, and then write your ad copy accordingly.
First of all, build your URLs based on the relevancy of the page. That means not going with default URLs selected by WordPress. Give a proper, relevant, name to your URLs. Then, build ads and insert only those URLs having maximum relevance with the ads.
Read Google’s guidelines before adding symbols. Don’t worry if by mistake you overdo it as Google will notify you if something goes wrong.
Insert Call-to-actions: Call-to-action words are something that makes users click. It can be a deal or discount or an award or any of your unique selling. Include those as a site link extension, so that they can be highly visible and users can click as soon as they see their favorite words.
Your bucket must be full of 20+ keywords. All of them are necessarily based on common users’ queries and your business. But including 20+ keywords in a single ad will deteriorate your quality score of keywords, and also affect adversely users’ experience. A better and effective idea is to distribute your keywords in a certain group and create ads for each group. It allows Google to make sense of what each ad is about. Then Google will decide which ad to show as per users’ queries.
Newbies don’t get it the first time, no matter how much they read or analyze. In fact, sometimes, even experienced ones go wrong on “how to write ads”. Each business has its own perks. One formula doesn’t work for all. The only non-complicated way is trial and error.
If you are not getting results, experiment with different ads including a different set of keywords. Instead of reading everything about ads at once, read the tips one-by-one, and experiment with different strategies. Every now and then, you come up with an ad working well for your business.
For accurate guidance, keep an eye on competitors’ ads.
Competitors are no less than a direction to achieve success in less time. If you don’t know anything about creating adverts for your business, you can check your competitor’s business. Put their name on Google, and it will show ads of the company. Copy it, and make a new version depicting more about your business. A little change is copied ad will make your campaign run for a while. It helps you discover what works and what doesn’t more easily.
Competitors’ ads and keywords are a quick pick to build effective ads.
From the above tips, first of all, go for the one offering accurate results in less time like competitors’ ads and creating compelling ad copies. Meanwhile, work on other tips to experiment with your ads, and improve day by day. This trick will reap more benefits than expected. Also, you will enjoy the challenging journey of creating competitive ads.
