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.
Your AdWords ad is limited to,
- 25 characters for the headline
- 70 characters of ad text
- 35 characters for the Display URL
With limited space, you won’t be able to incorporate all elements outlined below in the same ad. Mix and match. Test and improve.
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 true AdWords elements that get more clicks.
1 – Use Specific Numbers
This works in every kind of copywriting.
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 I see the number 8.23 in print.
Notice how inkgrabber.com uses a specific percentage in their ad for printer cartridges.
2 – Use funky characters
Similar to #1, odd characters such as ® , % , $, é catch the eye and can increase click through rate on your AdWords ads.
Notice how FTD uses the registered trademark symbol to boost trust and catch your eye.
Zuilly.com uses é instead of an ordinary e in their ads. This is by design.
3 – Use a Call-to-Action
4 – Include the Benefit
Your ad will be stacked above and below your competition.
Why should I choose you? Teleflora Flowers is advertising a $10 discount and a timely benefit with “Capture the Spirit of Thanksgiving.”
This ad for the Google query ‘learn php’ gives me a strong benefit, “Accelerate Your Career.” This benefit won’t appeal to everyone but to some it will be exactly what they are looking for.
5 – Include a Phone Number and Address
AdWords allows local business to add location extensions into their posts.
Notice how Bahama Breeze restaurant includes a phone number and address.
Learn how to add location extensions from this Google AdWords support page.
6 – Tell a story
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.
This ad describes features of a project management tool and then offers a 100% guarantee to remove risk.
8 – Free shipping
This won’t apply to everyone but if you offer free shipping, be sure to test it in your AdWords ads.
Home Depot knows that high shipping costs can be a deal breaker for customers and advertising free shipping increases conversions.
9 – Ask a question
You can’t help it. When asked a question, your brain answers it.
This shred of engagement with your ad might be all you need to get clicks. Here’s a very straightforward AdWords ad for a weight loss product.
10 – Include Social Proof
One of the ways we make decisions is to simply choose to do what others are already doing. The more people doing it and the more prominent they are — the better.
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.
If you have relevant endorsements from reputable sources, test using those endorsements in your AdWords. This flower delivery company features an endorsement from CBS News in their ad.
11 – Scarcity or 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.
Notice how this travel booking company communicates the fleeting nature of their 75% off deal.
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.
Your turn. What have you tested that gets more AdWords clicks? Add your #13 to this list in the comments section below.