Getting your Google Ad copy right takes more than just a few choice words. Captivating copy creates conversions. It’s as simple as that, or is it?
Just finding the right words is not always the way. You may have hit a heading that you think is destined to hammer the returns home, then when the ad is published, the results only trickle in. With CPC and CPA mounting up for little return, ads that don’t perform can be a fairly large hole in your marketing bucket.
Trial & Error
The first step we take on any new campaign is to set up a couple of ads running side by side. They have the same goal, working the same products, but slight variations be it in the title, sub-heading or body of the text will bring back different results. By following the metrics from each ad, you should be able to determine which sections of your ad work, and which do not.
Knock Knock, it’s Mr Metrics Calling
Knowing your end result is paramount to achieving that result. What do you want from your ad? Clicks? Brand awareness? Conversions? Leads? These will determine the success of your campaign. A clear outline of strategy and expected results will help funnel your efforts towards a more successful outcome.
A great tool for analysing all this incoming data is Supermetrics for Google Sheets. The program moves your marketing data into Excel sheets saving a lot of tedious Ctrl+C Ctrl+V work. Creating easily digestible metrics for your individual ads that can be set to auto update, helps make quick work of a comparison.
By importing your variants of the copy in this way, you can see what works and what doesn’t. Make the appropriate actions, then pop it back out into the world for another cycle. With a goal in sight, you can rinse and repeat until you hit your golden ratio.
Cost Per Chaos
Your ads are hitting the clicks, but not creating the conversion. This is why your metrics surrounding CPC and CPA are equally important. CPAs are generally cheaper, setting ads on a rotation you can determine which performs better, weigh up the cost to success ratio, and run with the more successful. By rotating and optimizing, you can plug that hole in the bucket.
Google’s test ad copy is your friend. You can set multiple ads to test over a specified timeframe and relish in the results when it has finished.
Getting the Words Right
Here we fall back to thinking about your audience. Everyone has their own demographic, finding the right words to resonate with your target audience is pretty much the key to success. Nobody likes a keyword salad, so remember to strategize on keyword placement.
If you’re the number one Burger Joint in the area, Bali’s Best Burger Bar followed up with a subheading of Serving Unforgettable Fast Food works several keywords in that don’t clash, giving you much more scope. Bali’s Best Burger Bar and a subheading of Classic Burgers, With a Bali Twist is just repetitive.
You might want to consider dynamic keyword insertion. This allows for customised ads based on the search performed. If the search is for ‘best burgers in Bali’, Bali’s Best Burger Bar works a treat, if the search was for ‘fast food restaurant’, dynamic keyword insertion will change the ad to fit the search terms.
The Three Ps
Other insets you may want to consider are prices, promotions and punctuation. Firstly, prices are going to depend on your audience and your product or service. Are your prices your USP? If so, it might be worth experimenting with adding them to a rotation to see the results. Adding prices can sometimes be the downfall, back to the old faithful trial and error.
Promotions can be another great way to increase conversions. Free delivery, 20% off, BOGOF. Using these little temptresses within your Google Ad copy is always a good way to see those click-throughs increase. They can also be incorporated into your CTAs, which steers you away from the same old “buy now”, “click to download” and “save money” that users are hit with time and time again.
Punctuation, surprisingly is underutilised in copy. A Wordstream study showed that ads using exclamation marks and commas resulted in the best-performance. If you’re going to test punctuation through your copy, make sure you ad one at a time, so you can see which makes the difference.
The Three Os
There are three Os that are more important than any other in our marketing activity. They are Optimize, Optimize and Optimize. If you see an upturn in your figures, don’t sit back on your laurels, complacency is the enemy of your bucket.
Keep a close eye on your metrics, as markets shift, metrics slide. Users can also become disheartened by seeing the same old ads. Your competitor may have seen your ad and duplicated it somewhat. For this reason, revisiting your ads periodically and optimizing them will refine your efforts over time. You’ll become better at identifying the winning points and ultimately spend less time, money and effort creating the successes.
To find out what wizardry we can work on your Google Ads copy, feel free to check our portfolio by clicking here, or get in touch here.