How do you write your Adwords ads? If you’re like most advertisers you make sure your target keyword is in the title, the body & maybe the display URL. You probably also mention your main benefit to the user & a call to action like “Contact Us Now!”. Nothing wrong with that, as it will ensure good relevance and users will see the keyword they typed. So what’s the problem? Most good advertisers are doing it so you won’t stand out or win.
So how do we make our ads stand out & perform even better?
First we need to understand search behaviour and where it is heading.
How search is evolving above. Today 20% of queries are done via voice search into a mobile phone rather than typed! This is increasing to an estimated 50% of all searches by 2020.
This means we search for more specific & longer queries.
As a result we need to write ads more conversationally to respond to the input of users.
Demographic Targeting
Since last year Google made it possible to target just males or just females in addition to keywords. For the first time ever we can see which demographics engage the most & perform the best. We can also choose to only show our campaigns to one gender or another. This is great news for ad creation as we can finally speak to ‘Personas’ & not just keywords.
Find your audience data under Campaigns > Audiences.
Write Ads For Your Audience
This can be achieved by using the 3 pronouns of “We”, “You” & “Him/Her”
1. Using “We” sells your solution, not your keywords.
This example above was more than 20 times better by simply including the “We can Replace the Motor” statement!
2. Using “You” speaks to your audience directly
This example was 66% better by including the statement “So, You’re Coming to Israel”
3. Use “Him/Her” when writing for a specific demographic
e.g. for Valentines day you can target men with an ad like this:
As a guy, this speaks to me much more than a generic ad that doesn’t address the gender of the person.
Summary
Demographic targeting allows us to be more specific than ever with our ads. Writing ads for people and not keywords will result in higher click through & conversion rates. Search is moving more towards longer language based search queries so its important that we write ads that appeal to users.