Optimization of advertising copy
The role of optimizing advertising copy is to increase the click through rate of advertisements. Optimizing advertising copy has the following key points:
1. Display differences and highlight unique selling points
In the title and description of the advertisement, we should try to highlight the differences between us and our competitors. If we cannot find the differences, then we should highlight our advantages.
Differences and unique selling points can clearly tell users why they should choose your product or service compared to similar products. Differences can attract user attention and make them more interested. They are more likely to click on your advertisement and convert it into a customer.
2. Use simple and direct calling phrases
A successful advertising copy should not only attract the attention of users, but also prompt them to take action.
We should try to use simple and direct persuasive language in advertising titles and copywriting. For example, if our goal is to encourage users to make a purchase, we should use direct persuasive language such as "buy it" to encourage users to complete the conversion.
Using simple and direct catchphrases in search ad titles and descriptions can help you attract user attention, express your message clearly, increase conversion rates, and improve rankings.
3. Include keywords
You can include your keywords as much as possible in the title and description, but it is not necessary to include keywords in every title and description.
Titles and descriptions containing keywords can enhance the relevance of your advertisement and help ensure that it is accurately targeted at interested users.
When users enter keywords related to your advertisement in search engines and see that your advertisement contains the keywords they are looking for, they may be more willing to click on your advertisement and browse your website.
4. Include brand name
It is recommended to include the brand name in the title and description to enhance user trust and promote the brand.
When users see your brand name appearing in search ads, they may remember your brand and feel that you are a trustworthy brand.
This helps to increase brand awareness and trust in advertising.
5. Add additional information
There are several commonly used types of additional information:
Sitelink extensions:
This can not only add other copywriting, but also directly go to web pages, such as related product pages, after clicking.
Callout extensions:
Features such as "free installation" or "fast delivery" can be added to attract user interest.
Structured snippet extension:
More information about the product can be provided, such as destination, coverage, services, community, brand, model, etc
Call extension:
You can directly display your company phone number in the advertisement, which will also facilitate mobile phone users to make phone calls for contact;
Location extension:
Physical stores can link Google My Merchant to Google Ads accounts, allowing potential customers to easily understand the merchant's location.
In addition, there are also Message extension, Affiliated location extension, Price extension, App extension, and Promotion extension.
6. Conduct AB testing
Create two or more advertising copies within the same advertising group, with each copy having its own selling point.
This can test which advertising copy has a higher click through rate and is more popular with customers.
The advertising system will automatically display ads with high click through rates based on the performance of different advertising texts.
The optimization of advertising copy can increase click through rates, improve conversion rates, and ultimately improve the ranking of advertisements. This is because search engines will see high conversion rates and high quality scores as signals and increase your advertising ranking.
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