Google Adwords

Four Top Copywriting Tips To Help Boost Your Google Rankings

940 788 Claire Archer-Davis

When building your online advertising campaigns you know how important it is to create a highly focussed keyword list that will hit your target audience. Yet you know that no matter how robust your efforts are, you still face a stumbling block in the shape of your ad copy.
The whole point of creating your ads is to encourage people to click on them. Not only this, but you need the right sort of people to click on your ads.
To achieve this it can pay you to put a lot more focus and thought into your ad content.

Let’s take a look at some top copywriting tips that will appeal to Google Ads.

1: The importance of understanding your customer journey
To start with you need to be able to align your messaging with your customer journey. Google will love this because its whole purpose is to serve its users with the most relevant search results.
Google is very keyword-centric. It relies upon your keywords to deliver results, so to help Google to determine which Ads are useful to its users it is essential to target relevant keywords with your ad copy.
However, keywords shouldn’t be your only focus when writing your ad copy. While they are relevant to help target your audience, you still need to be focused on the needs and desires of your target audience and how your product or service can benefit them.
This means that you need to align the message of your ad content with the different stages of your customer journey.

2: Targeting the different stages of your customer journey
Your target customer will be on a journey that you can tap into. They will go through different stages of a journey as follows:

  • The realisation of a problem (the awareness stage)
  • Searching for a solution to their problem
  • The discovery of a possible solution to their problem
  • Learning about the options they can choose from
  • Purchasing the solution to their problem (the conversion stage)

It is the different stages of this path that you can target your ads to, so rather than focus on the awareness stage alone, you can create ads that can take your customer on their journey right from the start to the finish.
By creating a complete end-to-end set of ads that target the different stages of a customer journey and delivering them with relevant information to each stage through your ad copy, you can encourage them to trust you and continue along to the ‘conversion stage’ where they will happy to buy from you.
At the end of the day, a customer will not click on your ad because of its excellent keyword density. They will click on your ad because it talks to them and offers a compelling solution to their problem.

3: Be more direct with your ads
When someone takes to Google to search for a solution to a problem they are having, they can be triggered to click on ads with a compelling message.
However, you don’t want absolutely everyone to click on your ads if they have no intention of becoming your customer.
The whole point of creating your ads is to win customers, right? Why would you want to pay for clicks from people that are not interested in your product or service and don’t want to become your customer.
Until the universe can invent a way to eliminate unqualified clicks, there are strategies that you can use to reduce the risk of unwanted clicks. For example:

  • Be clear with your copy: One of the best ways to do this is to be absolutely clear with your message. Use your ad copy to tell Google users exactly who your product or service is for.
  • Don’t tell customers what they already know: Your ads have a limited number of characters to use. Wasting your precious characters on info that your customers already know is a waste of text. Instead, focus on what value your product or service can deliver to your customers.

4: Optimise your ads for smaller devices
With the majority of people using smartphones to search Google these days, it makes sense to optimise your ad for mobile devices.
Too many times people discover that Google will reduce your ad copy to optimise it for smartphones, but this can mean losing the best parts of your ad copy leading to poor results.
A while ago, Google made text ads larger by giving advertisers a third 30-character headline and a second 90-character description. However, smaller mobile screens and mini tablets don’t always accommodate this amount of text, so Google will cut some of your ad copy automatically.
To get around this you should make sure to include your most important information in the first two headlines and the first part of your description.

Use the advice given in these four tips to help you better target your ad copy and tweak your message to discourage unwanted clicks and optimise your ads to get your message over on smartphones and tablets.

Why Businesses Should Be Using Google Adwords

1024 1024 Claire Archer-Davis

Many business owners that want to devise an effective sales and marketing plan will look at using Google AdWords as an optional tool to add to their marketing campaign.
However, there are some business owners, especially those who are solo-entrepreneurs struggling to manage every single aspect of running their business, that choose not to use AdWords simply because they don’t understand how it works, or they don’t have the time to find out.

Do I really need to understand how Google AdWords works?
As a business owner, it would be a great advantage to understand the mechanisms in place behind this useful marketing tool. You see, every time someone searches the internet for a product or service through Google, there are lots of businesses competing with each other for your clicks.
If someone went online to look up a source for the product or service that you offer, you will know that their searches and link clicking will eventually lead to that person finding what they need and buying that product or service.
Wouldn’t you rather that customer land on your website to buy what they want rather than go to one of your direct competitors to make their purchase?
This is why it is so important to understand how Google AdWords works and how using it can help you to attract the attention of the customers you need to make your business a success.

Google AdWords explained
So, you may be asking ‘what is Google AdWords, anyway?’ Put simply, AdWords is Google’s own advertising programme that allows business owners to create their own targeted online adverts.
The idea is that you tailor your ads to reach the exact target audience that you are looking for that would be interested in buying your product or using your services.
The Google AdWords platform operates on a pay-per-click style of advertising where you would pay a specified amount of money for every visitor that clicks your ad.
This can be a very useful tool to use in combination with a mix of other popular marketing approaches, such as creating fresh blog content, offering discount codes, special offers, competitions and giveaways through social media etc.

The benefits of using Google AdWords
Let’s take a look at some of the most popular reasons why millions of business owners include using Google AdWords for their business:

Google still owns the internet
Google has a massive reach and is still the most popular and most used of all the internet search engines. Google has become so ingrained into the public consciousness that whenever anyone has a question, it has become second-nature to simply ‘Google it’.
Did you know that Google processes a huge 2+ trillion searches each year? This roughly works out to more than 5 billion Google searches each and every day of the week. This is the power that the search engine giant wields.

You can target your ads
You will want to target those people searching Google for solutions to a problem that your product or service can offer them. By helping them to find an answer via your AdWords ad, they will be more likely to trust you over your competition.
With AdWords, you can target your ideal customers by bidding on niche keywords that are most likely to be used by them. However, you should try to narrow down your keyword choices and plan carefully to capture those prospective customers that are actually looking to buy.
Bidding on very broad keywords may help to start drawing people into your sales funnel, but to draw out the ones that are definitely looking to buy your specific product or service you will need to deliver them with something of value once they land on your page.
Your landing page should be filled with useful content that provides good value to your visitors. You should also place a link on your landing page to capture their contact details to help build your list.

Long-tail keyword bidding
Another technique you can use with Google AdWords is to bid on long-tail keyword search terms. This is a more inexpensive way to use pay-per-click marketing because long-tail keywords and phrases are generally less expensive.
By using long-tailed keywords and phrases, you will be targeting those people who are searching with more intent. The person searching knows exactly what they are looking for so instead of searching with very broad keywords they will use longer and more specific phrases.
Using AdWords to target and harness those customers with more intent to buy can make your AdWords efforts so much more valuable.

Keeping to your budget
Luckily, even if you are on a very tight budget you can put constraints on your PPC budget. You can place limitations on your daily budget spend, maximum bid price, and more. This way you can feel confident that your budget isn’t being blown behind your back while you are not monitoring your spend.
These are just some of the many benefits of using Google AdWords for your business marketing. If you have never experimented with AdWords before, why not give it a try!