It’s not often you’d connect compelling copywriting with Google Adwords. With so much fiddly, fine-tuning when generating a campaign, it’s natural to think about the actual ad text after the fact.
Obviously, refining your keyword ad groups, audience and geo targeting, bid spends, and any other ad extensions are all critical to a successful Adwords campaign. But with recent changes to Google’s expanded ads structure, there’s never been a better time to get creative, think big and cut loose with your ads.
As a writer used to navigating super tight character limits – Facebook ads, email subject headers, web banners and the like – the increase from 80 to 140 total characters is like being freed from the shackles and told the world is yours!
I know, it’s just a little bit dorky to get excited about this. But when you see the impact these changes can make to a campaign, you’ll get your dork on too.
SO, WHAT ARE THE BENEFITS OF THESE CHANGES AND HOW CAN ADVERTISERS MAKE THE MOST OF THEM?
The two new 30 character headline format presents a perfect opportunity to supplement or enhance your initial offering.
Highlight the value, distinctiveness and basic awesomeness of your product or service.
Get personal as well with “you”, “your”, “yourself” in the headlines and appeal to user emotions.
What are they truly looking for and how are you answering their specific needs?
Don’t just sound like a carbon copy of your nearest competitor, so check what they’re saying too.
Secondly, the now 80 character (up from 30) description texts are where advertisers can inject greater personality to their ads. I’ve found this space is enough to create a unique tone-of-voice and engage with users on a more human level. Don’t underestimate the power of being clever, a little provocative or using a pop-culture reference. Entertain people and they’ll warm to you immediately.
HOWEVER, THIS IS ALSO A CAUTIONARY TALE…
Mark Twain once said, “I didn’t have time to write a short letter, so I wrote a long one instead”. Essentially, more content doesn’t guarantee a better performing ad. In a world of ever-diminishing attention spans and intense advertiser competition, the need for great adwords copy has never been higher, but the challenge has also never been harder.
RUN ADWORDS? WHAT SHOULD YOU DO?
If you want a professional copy writer to review your existing ads & help write new ones I recommend getting in touch with Clean Slate Scribe, my recommended melbourne web writer. He helped us lift our click through rates by writing new extended Adwords ads.