How to write an awesome text ad

How to write an awesome text ad?

Text ads are a gateway to your product/brand's communication to an interested audience. In a world where an average internet user is used to seeing thousands of ads daily, how do you take the lead and ensure that you differentiate yourself. After all, every advertiser on Google search has only 35 characters to write their best possible message in a description line.

To unveil the mystery, lets map a users journey when they are searching-

Lets say a user is interested in buying t shirts online, so she goes to Google and types- "buy t shirts online". Here's what she gets-

She sees two sections-

1. Organic search results.

2. Paid search results.

Let's delve into the paid search results a little more-

There is space for a maximum of 3 ads to appear on the top, yet only one appears and then there are 8 ads that appear on the side positions.

Why is the first ad on the top?

Ad position is a function of your bids (maximum sum you are willing to pay for a click) and the quality score. For simplicity, lets assume all advertisers are bidding competitively. Then why is it that only one advertiser manages to appear on the top?

Quality score is a key player in determining ad positions and Click through rates are a key variable in determining quality scores. Hence, a high CTR typically means you are more likely to be chosen by users and hence you have better QS.

Lets dissect the first ad and see how it is different from other ads-

1. 50% discount in the headlines- Please note that no other ad has this offer in the headline. The advertiser has even reinforced the message by stating it twice.

2. Free shipping & COD- Except for a jabong.com ad on the side, no one talks about cash on delivery (even though many have it on their website). 

3. Ads on the sides talk about best price, Latest collection, wide designs, Taste of india etc etc- All qualitative terms which dont tell the user anything. (She might just assume that all websites have good quality of products) Where is the hook?

So, how do you ensure that with the 95 characters you have, you build a text ad so awesome that the users chose you every time and over time you build a competitive advantage at no extra cost?

Tips to build awesome text ads-

1. The Hook-

Biggest reason why anyone would click is the hook. Ask yourself, what is the hook that you have to offer? What is the one thing that will kill the competition and make you the winner? It can be discounts, freebies, cash on delivery, free deliveries, return policy, etc etc. It has to be unique and attractive.

2. Synchronizing with search terms-

Dont show a hair fall shampoo ad to someone who searches for shine shampoo, they will just not click. Its that simple. You have to be extremely specific while showing ads to what the user is typing. The more the better. This is digital and being specific works the best. Remember, the user has a choice.

3. Numbers work-

Numbers stand out. They look different, grab attention and raise curiosity. Always use numbers, whatever you might have. e.g- if your handwash kills 99% germs, use it! 

4. Use extensions-

Extensions are plugins that expand your ad beyond the stipulated space. Use these sitelinks-

a. Social Extensions- Integrate with Google plus and get the power of recommendations from people  right on your search ad.

b. Sitelink Extensions- Use sitelinks to expand your ad and divert traffic to multiple landing pages using one ad.

c. Call/Location Extensions- Integrate phone numbers and location information of your business to give users even more options to reach out to you and get expanded space.

d. Image Extensions (New!) - Look at these two ads, Which one are you more likely to remember? Image ad extensions are great for branding.

5. Custom Display URLs- 

Integrate your display URLs to match closely with what users are searching, this leads to much better reinforcement to the user that they will get exactly what they want if they click.

6. Special Characters-

Use special characters like exclamation mark in the ads to attract more attention. But use them sparingly as they might turn out to be irritating. 

7. Call to Action-

This is a must do. Buy now, Learn more, Find out, Get it now- Call to actions always work and are absolutely critical for the success of text ads.

That's it! Hope you find this useful and create ads so awesome that no one can give them a miss!

Cheers

Abhishek