I'm sure all of you reading this are familiar with Google AdWords or have an idea of what it is. If you are currently using the huge advertising platform as a way of driving traffic and leads for your business I'm sure you'll know just how competitive it can be out there.
Due to this, your business needs to stand out from the rest. Your ad is one of the key elements to doing this. In this article, I am going to talk you through how you can create the ultimate Google AdWords ad in 7 steps.
1) Know Your Target Market
Okay, so the first thing I want you to do is to get into the mindset of your target market. Think about your ideal customer. Who are they? What are their goals? What are their challenges? If you have created buyer personas already then you should have a good idea of who your ideal customer is. If not, then start writing some ideas down! What is their demographic? What are they trying to achieve? All of this is going to help you in creating the perfect Google AdWords ad. Once you have a good idea of who your target market is continue onto the next step.
2) Emotions
Emotions play a huge role in our decision-making process with everything we do. Whilst we also use logic when making a decision, it is arguable that emotions are ultimately the deciding factor. For this reason, you need to include emotion in your ads! I want you to brainstorm on a piece of paper or a word document as many things you can that your customers love and as many things you can that they hate. Love and hate are two of the core emotions we experience and so starting with these will be more beneficial. Once you have done that and had a good think about the key things that drive your customers emotionally you are ready to move onto the next step.
3) Headline 1
The next step is to start creating your ad. The headline is the main element of your ad and the first thing that people usually notice. Therefore, it needs to grab attention and stand out from the rest of the field. Try and incorporate some emotion in here and if possible use a relevant keyword to boost your ad relevance. It is also worth having a look at what some of your competitors are doing. Do some Google searches based on a keyword from that ad group and make notes of what they are doing. Make sure you try and fill the gaps. If most of them, for example, don't ask questions in their headline, try asking a question so it is different.
Bonus Tip: Make your ads super specific. The more specific you can be, the more believable you are!
4) Headline 2
The second headline is a bonus with the new ad format. It lets you back up your main headline or add a bit of extra detail. Make sure this is also attention grabbing. If you can include a direct offer or benefit here this usually works really well.5) Description
The description in your ad gives you a bit more space to get your point across, but don't waste it! Make it short and snappy and strike a chord with your prospects core emotions. Try and mirror their end goal and what they are trying to achieve. In your description, you should always try and include at least a benefit and call to action. However, if possible it is always good to include:
- Features
- A hook
- Guarantee
- Reason to believe
- Offer
Bonus Tip: Be as personal as you can be. Try and include words like “you” and “your” throughout your ad as these resonate more with people.
6) Display URL
With the updated display URL format you get two subdirectories. This means it looks like “yourdomain.co.uk/sub1/sub2/”. If possible try and utilise both of these. The first one should be relevant to your keyword and the second one should be a benefit, call to action or offer. For example, “yourdomain.co.uk/Plumbers/FreeQuote”.
7) Ad Extensions
Don't forget to use ad extensions. I see lots of Google ads every day that just aren't utilising ad extensions. Ad extensions make your ad stand out more and they often result in higher click through rates. Some of the main ad extensions you should include in your ads are:
- Sitelink extensions
- Call extensions
- Callouts
- Location extensions
- Review extensions
Bonus Tip: The real key to creating the ultimate AdWords ad is to split test. You should split test at least 2 ads per ad group constantly and when you know one performs better than the other, keep trying to outdo it!
Conclusion
Creating the ultimate AdWords ad ultimately lies in knowing your customer, utilising all the tools you can and split testing continuously. If you follow the steps in this article, you will be well on your way to creating the ultimate AdWords ad. This will results in more clicks, better quality scores and more conversions!
