Getting your search ad in the top rankings of search engine results pages might win you more eyeballs, but it doesn’t guarantee a click or a sale. Your search ad itself must do some heavy lifting to successfully compete with other listings.
Misty Locke, president and co-founder of Range Online Media, a search and interactive marketing agency, offered Search Engine Strategies Conference & Expo attendees the following tactics during the session, “Creating Compelling Ads.”
#1. Establish trust quickly for branded terms by including the words “official site” in the title and/or description.
#2. Solidify the connection by including the keyword in the title and description.
#3. Capitalize the first letter of each word in the display URL for quick recognition.
#4. Clearly describe what you are selling in the ad listing copy, rather than offer language that doesn’t distinguish your ad from others. For example, “free shipping” and “choice of samples” could refer to a music label or a beauty products firm.
#5. When appropriate, promote specific offers and selling points. For example, you could highlight new products or include a price point—the latter often drives a higher clickthrough rate.
#6. Copy that fits your brand messaging and audience profile is critical. For example, luxury brands should not abbreviate any words; think carefully about the connotation of “complimentary” versus “free.”