Creative AdWords Ad Strategies
|May 18, 2012||Posted by admin||
Regardless of which niche your AdWords campaign is targeting, it is likely that there will be a large number of competing adverts. You have mere words to make your point and the searcher is likely to read it for a fraction of a second, if at all. You only have a title, two lines and a URL. How can you make your advert stand out?
Depending on your business, you can set up your advert to be different from all the others and really stand out. You may get results with reactionary wording. How about an ad which starts with â€œWarning: Donâ€™t click hereâ€? The title grabs the searchers attention, and within the second and third lines you can suggest why the customer shouldnâ€™t click on your ad – perhaps due to your ridiculously low prices, or the fact theyâ€™ll be shocked at your customer service.
Creating shocking or humorous adverts is an acquired skill, and you must think long and hard whether they can help or damage the brand image you portray. â€œOur competitors suck!â€ might certainly grab the attention of browsers, but may suggest an unprofessional image. â€œDonâ€™t come to us yet/visit our competitors/you will see why we are betterâ€ is a similar idea that skirts the fine line between an exciting and a professional advert. Generally if you product is edgy, comic or in the marketing niche, you have more lee-way to be creative with your adverts. On the other hand, a funeral director should perhaps avoid this type of tactic.
Remember that the cost of your advert will be affected by the quality score, which in turn can be affected by the words used in your advert. This can potentially make your creative advert more expensive, if you donâ€™t creatively add in the search term somewhere in the advert.
Add a trademark sign (â„¢) where you can. People trust trademarked adverts more – but be careful not to tread on any official suppliersâ€™ toes. For example you may add a trademark sign that shows you sell trademarked Microsoft goods, just donâ€™t make your advert suggest you are in fact Microsoftâ„¢.
For local markets, consider adding a line which clearly denotes you are in that area, for example – â€œOfficial UK stockist,â€ â€œUK postage and delivery,â€ â€œsame day UK delivery.â€ This can really help you stand out against international suppliers in your niche.
Finally, consider how one of the lines your advert is the URL. Hopefully you have a URL that is congruent with the rest of your ad and includes useful words which bolster your adâ€™s theme. If not, consider setting up a micro-site on a URL which is going to aid in conversions.