Any successful campaign will have an effective call to action. There are many important factors to improve your results, including how you market and communicate your call to action, but when it comes down to the call to action itself, there are 6 key tips that can transform any run of the mill ad into a converting dynamo.
1) Separate the click from the call: Search ads offer very limited space to marketers to create their message. However, they have to use this space at its maximum and figure out how to persuade users to click the ad. For this purpose there is the call to action, the phrase that provides the user information on what his or her actions should be. This information should be included in just few words. Marketers think that “click here” is short and contains all the instruction. However, it is not informative enough to motivate people. Therefore instead if using “click here” you may use phrases such as “Buy now!”, “Learn more”, etc. Such calls for actions are considerably more informative. Be realistic and think about what actions your ads should inspire the users to take.
2) Express the call to action clearly: After you know exactly the action your message should inspire, you have to think about how users will benefit from that undertaken action. The advantage you offer to your potential customers should be expressed as an action. Marketers whose main purpose is to sell something should create such a call to action that will encourage people visit the landing page, for example: “New Summer Arrivals 100 Styles to Refresh your Wardrobe”. If the main goal is to inform site visitors, then perhaps something like, “Tips on how to increase height naturally”. Such calls to action are both motivating and informational.
3) Turn to your website for content: Your website is the best resource for a great call to action. Users click on an ad with an expectation to find what the ad copy offers, but they often land on something different. Such ads are less successful and often less converting. Use the information on the landing page in your ad copy. Not only will this connect the user with your site and improve the chances of conversion, it will also decrease your chances of running into relevance issues with the editorial review process.
4) Create urgency among searchers: Terms such as, “Limited time” or “Sale ends soon” are helpful in creating urgency among users and offer more motivation to click. Other strong calls to action are “Buy”, “Find”, “Research”, “Compare and Save”, “Order Now”, “Shop Now” and “Get Results”.
5) Emphasize good deals: Every marketer offers some unique selling point. Emphasizing that in the ad copy can prove to be very effective. Examples of attention-grabbing copy include:
- “Free Shipping”
- “Fast shipping”
- “Free Delivery”
- “Up to XX% off”
- “Low prices – Always”
- “Stay 2 Nights, Get 1 Night Free”
- “100% Satisfaction Guaranteed or your Money Back”
- “Try Risk Free”
- “24 Hour Shipping”
- “Prices as low as $XX”
- “Just Reduced”.
“Free” and “New” are particularly strong words to use.
6) Use {param2} for ad titles: Use proper case for the keywords in {param2} which will be dynamically inserted in your ad title when queried. Advertisers implementing this tend to see a significant lift in CTR. For more information on {param2}, please see the related adCenter Help topic.
The main idea with writing great ad copy is to make it easy for your customers to understand not only where to click, but also why to do it and what benefits are waiting them if they do.