Seeing an ad succeed is seldom serendipity.
Most people think, just running ads on Google will bring them sales, or whatever their goals are. I wish it was that easy. I understand, sales are important but if at all you want to try PPC, there’s more science involved than just putting in money. If that was as easy as paying a system some money, everyone would’ve all the money in the world.
Here I will share four key aspects of great ads that work
Popular words in an ad: The last thing you want to do is include the wrong keywords. Even if Google is okay with too “salesy” keywords, people will not tolerate it. Words that make what you offer too good to be true will be a turn-off. Use words like Your, Free, Now, Get, Our, Online, Save, Best, etc.
Create a clear CTA: The number one reason why people don’t convert is blurry CTA. People don’t know you, they don’t know your products (unless you’re a brand), they expect clarity. People hate what they don’t understand, if they get confused, you lose. I love The Hustle for a crystal clear CTA. The most important thing for them is to add people to their email list. More important than traffic to their website. If you subscribe to their emails, you will get the link to article pages in email. Nowhere else.
Symmetric messaging: Symmetric messaging is what makes CTA work. It’s the sweetest part of your ad funnel. This is where people make decisions to convert. Symmetric messaging is too big of a topic to cover in one post. But the basic concept is this if your message doesn’t align with your ad copy and these two do not align with the CTA, your ads will fail.
Include negative keywords: Negative keywords are one extra step that not many businesses are taking. Negative keywords are the keywords you don’t want to rank for, hence save money on your ad spend. More than money, you safeguard your quality score. If someone clicks on your ads and bounces off, that’s a red flag you want to avoid.
Those were my 2 minutes, I’m sure they were worth it. Feel free to get in touch with me on Twitter
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