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Latest posts by Mark Howard (see all)
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Looking to get more clicks from Google AdWords? It’s not easy. You’ll need to apply the same copywriting principles you would when writing a 3,000 word sales letter in the space of a matchbook.
After all you only have….
- 25 characters for the headline
- 70 characters of ad text
- 35 characters for the Display URL
Don’t complicate things by trying to be clever or gimmicky with your AdWords ads unless you’ve been writing ads for your market for quite some time.
There’s simply not enough space to get cute with these ads. Instead, stick with these 12 tried and tested Adwords elements and get more clicks.
1 Use Specific Numbers
Use goofy numbers like 71 instead of 70 or 8.23 instead of 8. In both cases, the former looks more precise (and thus trustworthy) than the latter. They also catch attention — it’s not everyday that you see the number 8.23 in print.
2 Use Unicodes
Similar to #1, odd characters such as ® , % , $, é catch the eye and can increase click through rate on your AdWords ads.
3 Use a Call to Action
If you want someone to do something, then tell them to do it.
4 Include a Benefit
Why should I choose you? Teleflora Flowers is advertising a $10 discount and a timely benefit with “Capture the Spirit of Thanksgiving.”
5 Include your Contact Details
AdWords allows local business to add location extensions into their posts. Notice how Bahama Breeze restaurant includes a phone number and address.
6 Tell A Story
When you start a story, people naturally want to hear how it ends.
7 Remove Risk
It’s a basic principle of copywriting. If you can remove risk you will increase conversion.
You can remove risk by advertising guarantees, free trials and no hassle return policies in your AdWords ads.
8 Free Shipping
This won’t apply to everyone but if you offer free shipping, be sure to test it in your AdWords ads.
9 Ask a Question
You can’t help it. When asked a question, your brain answers it.
10 Social Proof
Social proof is just one of the reasons this ad is likely getting lots of clicks. If you’ve got impressive numbers, use them in your ads.
How about endorsements…..
11 Create Urgency
People are more likely to grab something if they think it’s going away. If there is something scarce or urgent about your offer, incorporate that scarcity or urgency into your ads.
12 Make a Threat
Be careful with this one. Don’t try to invent danger that doesn’t actually exist. That said, if what you are offering protects people from real threat or danger, be sure to include that in your AdWords ads.
So next time you start to put together your Google Adverts, take a look at this article and use on the of the 12 different approaches to your advertising.
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