Editor’s Note: This is a guest post by Nicole Stelmar
Creating a captivating Google AdWords PPC advertisement for your B2B business can not only prove to be extremely difficult and frustrating, but if done haphazardly, can also result in wasted ad spend and a lower Quality Score – which can have long lasting, negative effects on your business’ bottom line.
To create the right combination of headline, descriptions and display URL within the limited amount of space available, you’ll need to have a a thorough understanding of your target audience and the intent behind their queries.
Given these constraints, you’ll want to keep these best practices in mind when crafting copy for your Google AdWords PPC campaign.
1. Address User Intent
Sorry to break it to you, but each and every user that is clicking on an ad isn’t doing so because they care about cool or interesting the ad is. Rather, they are clicking because they have a certain purpose in mind and the ad’s message directly addresses this intent.
When creating your own ad, we recommend mirroring the user’s inferred intent and keeping their purpose at the forefront of your copy. Doing so will catch the user’s eye and inspire a click, furthering progression down your acquisition funnel.
For example, instead of asking a question about whether someone has a problem, your ad copy can directly address how your product/service can help them solve their problem.
For example, let’s say a user searches “simple CRM software”. Based on this query, several assumptions about this customer can be made:
- They are looking for CRM software
- Their priority is finding software that is simple and easy to implement and use
Based on this understanding of their users, Pipedrive is able to address users’ exact needs in their ad copy:
Effectively reflecting your user’s intent can benefit your ROI by driving higher response rates and directing more motivated prospects directly to your landing pages.
- Ad copy space is extremely limited.
- Think strategically about your target audience and what they’re looking to create more effective ad copy.
2. Include Emotional Triggers
Nothing is more effective at getting people to take action (i.e., clicking on your ad) than inciting an emotional response. Keep in mind that the ways in which you attempt to bring out emotion may change depending on the situation.
Before creating an emotionally stimulating ad, first think about the type of emotion you want to elicit – will it be an ad focused around stimulating negative feelings, such as anger, positive emotions, such as humor, or inspirational feelings?
Do not feel like you need to make your ads overly blatant, either. Sometimes a subtler touch-and-go approach is appropriate when dealing with more sensitive issues.
Notice how in this specific example from EZRegister the ad copy focuses on how easy event registration can be using their service. In fact, they use the word four different times throughout the ad! This is to address the feeling that event registration can be very difficult and frustrating, so users can alleviate this frustration through EZRegister.
Having a stimulating trigger will allow you to attract buyers through an emotional hook. By evoking feelings associated with their mindset at the time of the search, customers will feel more connected with your brand and be more likely to click on your ad and take the action you desire.
- Humans are emotional beings that take action based on how they feel.
- Take advantage of this by including emotional triggers within your ad which complement your product or service.
- The word “you” is one of the most powerful words in marketing. By using the term “you” or “your” in an ad, you can speak directly to your audience through personalization.
3. Focus on Benefits
It may sound course, but your customers (businesses) are a selfish bunch. They want their needs addressed and do not usually care about your motives. Rather, their main concern is how the product/service is going to help them and their bottom line.
As your competition in the AdWords space provides a similar service to your own, it is beneficial to focus on what makes your company unique compared to the others. For example, look at this ad from Mudlick Mail and one of their competitors:
Notice how the Mudlick Mail ad cuts straight to the chase: 24 hour turnaround on direct mail services. Now compare this to their competitor’s ad which does not mention turnaround time or any other benefits.
It’s best practice to focus your ad on the key benefits and offerings of using your company versus the competition. If you specialize in providing a benefit or service that none of your competitors provide, be sure to point that out to potential customers. The uniqueness of your offering makes you stick out and will serve as a good focal point for those buyers looking to get the best value and service for their business.
- Demonstrate how your product benefits the user.
- Highlight unique offerings and product features.
4. Be Specific and Transparent
The more specific you can be when writing your ad copy, the better. Incorporate numbers and even statistics into your ads – they’re easy to digest and some studies even suggest that they can make your ad appear more trustworthy and credible.
For example, this ad from Active Campaign explicitly states the product’s pricing to entice users. Whereas, their competitor below only says that their software is “a fraction of the cost”. Between the two, users are more likely to go with Active Campaign as they gave the exact price up front.
When taking this approach, it is important to give accurate information and use actual prices. If the ad says the cost starts at $9 then that’s what the user is expecting.
- Incorporate numbers and statistics to ensure that your copy stands out.
- Don’t mislead the users with incorrect prices.
5. Take Advantage of the Display URL
Creating unique URLs with rich display keywords is something else you can look to employ to help drive traffic to your PPC ads. Many AdWords users are unaware that the URL that appears in their ads and the destination URL can be different.
Use this knowledge to your advantage by showcasing URLs that are simplified, or tailored to better fit your searcher’s intent. For example, let’s take a look at an ad from national tax company Community Tax:
Not only does the display URL use less characters and look more pleasing to the eye, it better aligns with the ad headline (notice how both lines include the phrase back taxes), which will aid in overall CTR.
On the other hand, keeping the URL simpler than the targets’ search may also work, which is a tactic often used by large corporations with strong brand awareness:
Even though in this example the TransUnion SmartMove ad takes the user to one of their service pages, the ad just shows the homepage URL as the landing page.
- Create unique URLs that cater to the user’s query.
- Homepage URLs are great for branding efforts.
Creating the right PPC ad copy is a difficult endeavor for any company. Always remember to continuously test your ads and never stop fine-tuning your approach. Each industry has different user preferences and best practices. However, the fundamentals of good ad copy almost never change. Good luck and write on!
Nicole Stelmar is a managing editor at 365 Business Tips, a new website focused on providing digital marketing tips to small businesses. Nicole specializes in helping small businesses use digital marketing and SEO to grow their digital presence.