Breaking through to your target market

Google Ads (formerly Google AdWords) is an online, pay-per-click marketing platform allowing users to target specific audiences across a variety of mediums. 

This includes the Search Network, Display Network, and even YouTube video “pre-roll” ads. 

This is further broken down into location targeting, device targeting, keyword targeting, demographic targeting, and topic targeting.  

You, the digital marketer bids in a keyword auction to get your keyword ranked.

According to Wordstream, approximately 97% of Google’s revenue comes from advertising! 

It’s no secret that Google Ads wants to take your money and prey on you, the business owner.

However, this can be avoided when you know how to precisely use the platform to generate a maximum ROI (Return on Investment). 

Likewise, Google continues to fuel GOOGLE with your budget to get quality, converting leads, and website traffic for your business to make themselves rich. 

But… you can’t blame Google.  The tools are provided for you (keyword planner tool) as well as all of the targeting options that everyone gets. 

So what’s a surefire way to increase your ROI with Google Ads? 

Craft clear, compelling copy.

Your Headline. 

Your first and second Description Lines.  Your Display URL. 

That is under your control. 

And that is the part that should be actively improved upon to increase exposure for your business.

Headline 1: 30 Characters
Headline 2: 30 Characters
Headline 3: 30 Characters
Description 1: 90 Characters
Description 2: 90 Characters
Path 1: 15 Characters
Path 2: 15 Characters

First, match user intent for your business. 

You must know and speak (or write) in the language of your business to your customer. 

This establishes direct trust, and will enable them to create a form of rapport with you as the customer feels like they already know you. 

Everyone knows McDonald’s and Dunkin’ Donuts; each has a unique brand with a crisp, clear way of grabbing your attention.

Second, use quantifiable numbers to justify claims in your headline.

This goes along with establishing trust, but also appeals to logic as the customer wants to make sure they are getting the best deal. 

Numbers tell specific results, and are a way of establishing authority for your business. 

For example, take the first headline.  “Thousands of people are downloading the app,” as opposed to, “Over 130,000 app downloads this month.  Get yours.”

Which one is more convincing? 

The second one, as a specific number, in a specific period of time is used to justify why downloading this particular app is the best choice.

In a tough economy, sources are limited, and customers want to know the best deal and get the best bang for their buck. 

Using Keywords- Google’s Secret Weapon

Third, think basic.  KEYWORDS!!

Remember when you were a kid, and your parents told you “what’s the magic word?” and you undoubtably said, “PLEASE?” Well this concept can be infused in your headlines for Google Ads copywriting. 

Google Ads operates on a bidding system of keywords, and the most relevant keyword, based on a user’s search, is what comes up on the search engine results page (SERP). 

For example, the keyword “Trauma” is more catchy than the word “unfortunate situation” and is much more likely to rank higher as people are looking for specific ways to recovery. 

This applies to many keywords on Google Ads, so it is important to choose wisely to get the best possible result, along with the correct targeting options to convert every single penny of your ad spend budget to bring in quality traffic and leads. 

Google is not out to purposely swindle you, but is simply a tool designed to gain the best possible traffic based on what you feed the machine, include headline copy and targeting options. 

It is knowing how to use the tool to your greatest advantage.

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