All else being equal in an AdWords campaign, the marketer with the higher click-through rate (CTR) will get more clicks, get cheaper bids and earn more money in the long run.
How do you write your copy in such a way that people feel inspired to click on your ads? Here are a few tips.
– Keyword in Title
Anytime you have your keyword in the title, the keyword is bolded. This brings more attention to your ad.
However, often times the keyword is too long to be included in your title. Or your title can only hold just the keyword. For example, if your keyword is “New York Coupons,” you might just use “NY Coupons” and then use the rest of the space to create a compelling title. Only “coupons” will be bolded, but that’s good enough.
– Mirror Your Competitors
Start by looking through all your competitor’s ads. What’s working for them?
If all your competitors are using just one ad style, it might make a lot of sense to at least split test copying that style.
– A Few Effective Headline Strategies
There are a few time tested AdWords ad styles that tend to work pretty well in most markets. If you have trouble coming up with ideas, try one of these proven formulas.
* The Shocking or Controversial Statement
A headline that’s highly controversial or shocking can really draw in the eyes and therefore clicks. A headline like “Is SS Stealing Your Pension?” might be a high click-through headline for social security related keywords, for example.
* The New Discovery or Fact
Headlines that reveal interesting facts or new discoveries often work very well. For example, the “negative carb” diet worked well because of all its “burn more calories than you eat” types of headlines.
* The “Read Before You Buy” Headline
If you’re bidding on specific product names, try the “Read This Before You Buy [X]” headline. If you don’t mind ticking some people off, the “Is [X] a Scam?” headline also works very well.
* The Strong Benefit Statement
Finally, there’s the good old benefit statement headline. That’s basically where you tell them loud and clear what they’ll get by using your product. It’s old and used often, but it’s popular for a reason: it works.
– The Call to Action
How you tell people to take action could make a big difference on your CTR.
AdWords doesn’t allow people to use words like “click here” in their ads. However, you can use words like “visit now” or “see inside.”
Generally, adding one of these calls to action at the end of your ad will increase your CTR noticeably.
Getting a high CTR will help you get more clicks, a higher ROI and a better Quality Score. Try some of these tips to help increase your overall CTR.