Ad Copy
What really makes someone click on an ad?
Position is a factor to the ensure the ad can be seen and maybe the higher or more prominent the position the higher the likelihood someone will click on it.
The real motivator behind the click is the copy, that’s what make someone click on your ad.
Think about this for a moment, position is important so the ad falls in your natural line of sight but if the copy is poor then its not going to be enough.
The ad needs to be relevant. It needs to relate exactly to the keyword entered. More than that though it needs to be well written, creative and ‘stand out’ from the crowd.
In a way the ad business hasn’t changed that much over the years despite everything the change freaks will tell you. You need well written ad copy that stands out from the crowd especially in a busy environment like AdWords.
If you entered the keyword [cash for car] then you are much more likely to click on an ad that says precisely cash for car in the headline rather than one that says sell my car or buy my truck.
This is easily achieved by putting a variable in the headline to automatically place the exact keyword entered, into the headline displayed.
If two ads have the same headline then you will click on the one that meets the following criteria:
- Captivates your eye with a compelling offer or pricing
- Tweaks your buying ‘hot’ button
- Stands out – written in a clever, witty, punchy style
- First letter of each word in capital case
- Contains a simple call to action
- All the above being equal, then one in a higher position – but then you’ll pay more!
There is only a small amount of ‘real estate’ to work with so every letter and space needs to be carefully considered and that’s why we need to test different versions of the same ad to see exactly how the market reacts.
We rotate different versions of ad copy and split test to see which copy converts best to maximize your ads click through rate and conversion. We then have hard data that does not lie and use the ad we know is going to get the best results.
This is one of our best performing ads:
Guaranteed Cash For Car
No Hassle | Sell Car Fast & Easy!
Instant Online Quote | Top $ Paid
www.CashForCarsNewYork.com
It performs well because it satisfies all of the above criteria.
It also directly addresses the exact needs of a narrow, well defined market. Even from an average ad position of 7 we are getting an average CTR of over 3% for the top ten keywords. This means we are able to buy these clicks for about a quarter of the price being charged for positions 1-3 – saving the client a huge amount or actually making their budget stretch 4X further.
Isn’t that what it’s really all about?
Everything we have done so far is to get a qualified prospect to visit your website with a view to performing a specific conversion function once they hit your site. We rarely redirect ads to the home page we need to redirect to a landing page that contains exactly the content and call to action the prospect expects.
Want ad copy that converts?
