Effective advertising messages in Google Ads

Advertising messages are one of the most important factors that determine the effectiveness of advertising. Writing them correctly requires a few basic requirements to be met. Although at first glance it does not seem like a complicated thing, writing good advertising messages is sometimes a really complicated and thorough process. Google limits titles to 30 […]

Advertising messages are one of the most important factors that determine the effectiveness of advertising. Writing them correctly requires a few basic requirements to be met. Although at first glance it does not seem like a complicated thing, writing good advertising messages is sometimes a really complicated and thorough process.

Google limits titles to 30 characters and descriptions to 90 characters, which forces creativity within a certain limit. Using the right practices is essential for fitting into this framework, capturing the user’s attention and engaging them with the ad specified.

In this article, we will look at key practices that make an advertising message ‘compelling’ and ‘effective’.

What are Google Ads?

Before we get into the details, let’s first define what Google Ads are.

An ad message is the text that appears in the output view of the ad we create. In most cases, it refers to the text of Google text search ads.

In this article we will mainly talk about this type of ads and their ad messages, but the basis and practices can be used for other types of ads as well.

Practices/Strategies that make advertising messages effective

We’ll look at a few strategies that will help you make your advertising message much more effective.

1. Use all available writing fields

Google allows the addition of up to 15 titles and 4 descriptions. This makes a total of 810 characters in which to describe the product or service we are trying to sell to the customer.

It is of utmost importance that we use the maximum that Google allows, being careful not to copy. Every available field should show a benefit, a discount or something else that will make the user do the action we want them to do.

2. Use CTAs that match user interest

Using CTAs in our advertising messages is not new, but it’s important to do it the right way.

Users who search for a particular service/product on a keyword that we want our ad to show them, already have a certain event they want to do. It doesn’t matter if it’s to gather information, make an enquiry or directly place an order, there’s always something.

That’s how we should be doing our CTAs as well, using that exact bid event.

For example: if we’re advertising clothes, and the main action in the user’s brain is to place an order, it’s a good idea to use “Quick Order Now”, “Order Now”, etc. in the CTA.

3. Use keywords

We all know about the use of keywords because of the increase in the quality score of the ad, and hence cheaper cost per click.

A trick you can use is to use the keywords in the extensions of the ad as well. That way the quality score is also affected, and there is a better chance that the extensions will show up in searches, even if you don’t have the biggest budget of any advertiser.

Extensions are a perfect place to use strong CTAs too.

4. Create a sense of urgency

A good trick that works is to create urgency in the user’s mind. To do this, you can use keywords such as:

• Limited Quantity
• Few units remaining
• Offer expires soon
• Offer expires soon
  
  Creating urgency is the most recognizable, but also one of the most effective methods to get a user to engage with your ad, and even convert into a customer.

This makes the product/service seem more in demand, which means higher quality and harder to buy only in a certain period.

5. Be caring to users

The truth is that the customer probably doesn’t care about the profit or turnover you make from the product/service you offer them. They are interested in the value they are getting.

That’s why it’s good to find the problems they hate to encounter in doing the specified action and ensure they are absent.

Although not applicable in all cases, this is a really efficient method of creating a relationship with the customer. He will want to go back to where it takes him the least to get to the value he wants and is looking for.

6. Focus users only on what they really want

While it is good to describe as many benefits of the service/product you are selling, you should not risk losing their attention. That’s exactly why, in an age where every second of consumer attention is important and costly to businesses, you shouldn’t allow yourself to lose the customer’s attention.

Focus him only on what he really wants to hear about the product/service. Don’t bury him in an avalanche of benefits that he probably has no interest in at the moment and doesn’t need to take the specified action.

Summary of strategies and practices

There are many strategies. The best thing is to try as many as possible and experiment. What works for one business probably won’t for another, but that’s what’s interesting about marketing.

If you’re starting out with your ads now, the best advice is to just load up on patience because marketing is a process. There’s no one-size-fits-all formula for success, that’s exactly why there will be good and bad stats.

An article like this can be extremely long because there is a lot of information on the subject. The above mentioned things are a sample from our practice and everyday life at Evol.bg. We have revealed some of the tactics we use with our clients on a daily basis. *Feel free to steal.

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