What’s the most important element in a digital ad that drives consumer choices?
Is it the graphics, the placement or the language?
According to Giovanni Strocchi, CEO of ADmantX, too much focus on data and automation has distracted many modern marketers from harnessing the power of language in digital advertising.
When it comes to digital advertising, it’s the words that play a vital role in shaping consumer choices.
This is not just an assumption — it’s as true as it gets!
Google Inc. built a search engine in 1998, which rakes in an insane amount of money through its AdWords program, every year.
According to Investopedia, Google earned a mind-boggling $89.5 billion revenue in 2016, and nearly 90% of it came from its proprietary advertising service, Google AdWords.
Yes, that’s the power of words you see in your digital ad copy.
If you’re splurging on digital advertising without factoring in the power of words, you’re probably undermining the ROI potential of your marketing dollars.
So, how exactly can you optimize your language to make your digital advertising (esp, Google AdWords) more effective?
Let’s find out.
Use Your Customer’s Language
When you craft ad copy, you need to think like you’re in your prospect’s shoes.
It’s cliched but true nonetheless.
The same products (or services) could be perceived differently by different prospects based on their specific needs driven by unique circumstances.
For example, while searching for a moving company, a student is likely to focus more on the “trustworthiness” of your staff searching through her belongings. Likewise, under similar circumstances, the main concern of a business would be “insurance” and “experience in moving office”.
Therefore, while writing your digital ad copy, your choice of words should be driven by your prospect’s pressing needs.
Use Search Terms in Your Headline
When you’re writing an ad copy for AdWords campaign, you need to remember the importance of keywords — the words your prospects use to find your services.
The headline should contain the popular keywords or phrases if you want to optimize your chances to compete with others.
Moreover, your prospects are more likely to click on an ad that immediately addresses their pain points.
Take a look at the example below:
If you were looking for a garage door repair service in your area, which of the above two ads would you be tempted to click on?
Of course, on the second ad because it looks more relevant to my search term.
According to Google AdWords experts, relevance is a huge factor in AdWords success. Therefore, you need to include those keywords to make your ad copy look relevant to your prospects immediately.
However, make sure your landing page is also relevant to the keywords you have to optimize your ad with. Otherwise, you might turn off your prospects and throw away your marketing dollar.
Let the Headline Reflect Your USP
Does your product carry a unique selling point (USP) that’s almost put your business in an advantageous position in the market?
Then let your ad copy reflect it!
While keywords are important, what truly helps you stand out from other ads for your uniqueness. Try to understand what your customers prioritize while searching for your products, and see where you’re better than your competitors.
Whether it’s your excellent quality ingredient, unbeatable price or award-winning customer service, you should incorporate it into the headline to get noticed and clicked.
Remember this print ad from the bygone era? Well, it’s an ideal example how to grab attention with a USP-driven headline.
Make it About Them, Not You
Consumers tend to have a sense of entitlement — they constantly seek a service provider that cares about them. Whether it’s a quality product, cheaper price, or excellent customer service, your prospects can expect everything and more.
Therefore, it’s vital to tailor the language of your ad copy in order to empathize with their sentiments, expectations, and ambitions.
Let’s compare two headlines:
Example #1: Klasee Furniture — An Award-Winning Furniture Store
Example #2: Klasee Furniture — Win a FREE Gift with Every Purchase
Both the ads boast of their USP, but which one promises benefits to the customers? Of course, it’s the second one that promises to reward every customer for every purchase.
If you want your ad copy to appear lucrative to your prospects right off the bat, make it about them.
Don’t Forget the Call to Action (CTA)
The CTA or Call to Action isn’t an age-old trick in every marketer’s arsenal. However, surprisingly, many AdWords ads fail to use to their advantage.
When you have done all the hard work on your copy to get your prospect’s attention, the last thing you want is keeping it subtle.
Believe it or not, your potential buyers might not perceive your ad as you do. They still need a trigger word to make the next move.
Since digital ad copies are limited by character count, you need to use those trigger words wisely. Depending on your products or services, you could use a strong CTA starting with call, buy, order, book, browse and so on. Moreover, make sure the landing page relates to your CTA immediately.
Introducing...a ground-breaking integration!
We're proud to announce that we will be launching an integration with Google Adwords in February 2018.
Connect your Google AdWords account with Atomic AI to:
- Gain a deeper understanding of what language makes your ads perform.
- Choose new ad ideas auto-drafted by your AI powered co-writer.
- Use your AI editor to help you improve your ad copy with creative editorial feedback.
Crafting compelling ad copies might sound like a lot of work because it is. From understanding your market to researching your prospects to using your customer’s language, it takes tons of work, patience, and testing to come up with the ads that drive your message home.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: @ugosus.