19 Nov 2020

Copywriting tips for successful Google Ads

Google is the world’s largest search engine with billions of search queries made every day around the globe. With such a massive pool of online users seeking information, entertainment, products and services daily, being on Google’s position 1 for a niche keyword holds huge perks for businesses in terms of website traffic, sales & conversions, and overall online exposure.

Google Ads paid marketing is a faster way for businesses to grab the number one position on Google for their niche keywords. While on-going search engine optimization (SEO) is the key to long term ranking benefits, Google Ads allows quick paid visibility. Although Google Ads promises visibility, the click through rates for the ads will depend largely on how well the ad copy is written.

Let’s go through five Google Ads copywriting tips that can significantly improve your CTR:

1. Get to the point right away – Unlike Facebook and Twitter, Google users are already aware of their pain points and are actively searching for a solution online. Therefore, there is no need to waste Google’s limited ad space convincing them of their pain points. Instead, get right to the solution your business product or service will provide to help resolve their problems.

Google ads paid digital marketing solutions in the Caribbean
paid advertising solutions on Google

2. Include your keywords – When you include your keyword in your ad copy, and if your ad shows up on Google through that keyword, it is highlighted in bold. This is an easy way to make your ad stand out in a long list of search results for better CTR. It will also increase your ad relevancy which can lead to lower CPC.

3. Add a call to action – A ‘call to action’ or CTA motivates the audience to take action. By including simple CTAs like “Call Now” and “Order Today” your ad is telling them exactly what action you want them to take. It’s an effective technique to push your potential customers toward the next step in your sales funnel without using an aggressive sales pitch.

4. Add numbers & dates – Adding numbers to your ads is another simple method to help them stand out while at the same time provide users with important information such as cost or an event date. Use numbers in the form of % discount, price, and dates to break up phrases in the ad copy so it appears visually distinct and attracts more traffic to your website.

5. Keep the focus on benefits – The focus of the ad copy should be on the benefits your products or services offer. Let the users know how your product/service solves the problem that brought them online to look for a solution. Focus on the emotional outcome of your products and services. How can they ultimately make the users’ lives better?

improve paid digital marketing CTR

All digital marketing solutions need the right targeting and messaging to reach marketing goals. The efficacy of Google Ads campaigns also depends on thorough research of the target audience and niche keywords; combined with a well-crafted message that will connect with the target audience. Therefore, developing the craft of copywriting is crucial to the success of all digital marketing campaigns including Google Ads. If you are a business in the Caribbean interested in running digital advertising campaigns, get in touch with the experts at WebFX for digital marketing and advertising solutions.

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21 Jul 2020

Paid Digital Marketing – simplifying Facebook Ads

Facebook has emerged as one of the most lucrative paid ad platforms in the digital space. With 2.6 billion monthly active users belonging to an array of demographics, Facebook is sure to have an audience for any business niche. Facebook ad campaigns come with many benefits which include the following.

  • Cost effective
  • Laser-targeted campaigns
  • Comprehensive analytics and reporting
  • Multiple options for ad objectives
  • Supports re-targeting

A clear understanding of the following core concepts of Facebook advertising will enable you to create effective campaigns and avoid common mistakes that cost valuable resources.

Facebook ads for marketing business

1. Ad objective – Different ads are set up with different objectives in mind. Objectives for an ad campaign can be getting likes and shares, getting video views, creating brand awareness, collecting high quality leads, and so on. Before you set up an ad, have a clear idea of why do you want to set it up? Is it to increase website traffic or to collect leads? What objective you choose will depend on what action you want people to take when they see your ad.

2. Target audience – Targeting is one of the key factors that decides an ad’s performance. Showing your ad to wrong set of audience will result in loss of time, effort and money. Define your target audience correctly. Who are you trying to reach through this ad? What age group do they fall in? What are their interests and hobbies, and where do they live? These are examples of questions that can help you define laser focused targeting for successful ad campaigns on Facebook. Additional questions that help create correct customer avatar are:

– What books & magazines they read?

– Which authority figures they follow?

– What type of jobs they have?

– What events they like to attend?

3. Ad copy – An ad copy needs to give users reasons good enough for them to pay attention to your ad intruding their personal space on Facebook. An effective ad copy will clearly state why they need your offer and how will it solve their problems. An ad copy that creates a ‘Before’ scenario highlighting users’ pain points, followed by an ‘After’ scenario with benefits and solutions will have a higher probability of success.

4. Ad creative – Apart from being eye-catching, an ad creative must be congruent with the offer promised in the ad copy. An ad creative should be a visual representation of the ad copy. Testing with multiple sets of creatives and copies to narrow down to the best performing set is paid marketing best practice for setting up successful campaigns that receive maximum engagement.

5. Ad scent – Ad scent indicates the consistency in the offer promised in the ad and the landing page that appears when the ad is clicked on. If the people who click on your ad do not find what they were promised, they will leave the landing page without taking any action. Ad scent also includes adding visual similarities between the ad creative and the landing page through suitable color patterns and fonts. The idea is to ensure that the landing page does not lose the scent of the original ad.

6. Reporting and analytics – One of the reasons why digital marketing experts love Facebook is because of the outstanding reporting and analytics data it provides. However, for beginners it could get slightly overwhelming. The key is to pick few success metrics and stick to those for daily monitoring. Deep dive only to troubleshoot performance issue.

digital marketing analytics and reports

The best metrics for daily checks are:

  • Results
  • Cost per result

You can also look at age and gender to learn more about the set of target market your ad is attracting. If you are using multiple placements, keep an eye on those to pin point the ones performing the best

Setting up your 1st Facebook Ad:

A Facebook ad campaign is structured into three levels.

Level 1: Campaign Level – Choose your objective in the ‘Campaign’ level.

Level 2: Ad Set Level – Set your target audience, budget, ad placement, and bid type in the ‘Ad Set’ level.

Level 3: Ad Level – Upload your creative and write your copy in the ‘Ad’ level. Your ad is now ready to go live!

You can also choose to have a digital marketing expert handle your paid marketing campaigns. Find out why businesses need Digital Marketing Professionals.

The performance of your Facebook ad campaign will depend of how well you understand its core concepts. Once you have defined your campaign strategy, conceptualized your ad, and designed your creative and copy, setting up the ad will not take too long. Keep the initial budget low, continue testing, and increase the budget as you better understand your market.

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