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WHY AD STRATEGY MATTERS

Creating ads requires strategy and ongoing optimization. The main goal of Ads is to encourage users to click your ‘website link’ and influence them to complete an action on your site. These actions are known as conversions.

CONVERSION EXAMPLES:

1. Calls

2. Leads

3. Sales

4. Newsletter Signups

5. App Downloads

Because Ads are the gateway to your website, it’s wise to excite your audience about your offers. Ads must trigger emotions in the audience, so they feel joy, amusement, or even sadness. Marketers use psychological tactics (not false promises) to attract more clients and outperform their competitors.

REASONS WHY HIGH-QUALITY ADS ARE IMPORTANT IN GOOGLE ADS

• They drive more clicks as they have higher visibility and click-through rates.

• They improve your Quality Score, which lowers your Cost-Per-Click.

• They excite users, which improves your conversion rate.

HOW TO WRITE A GOOD AD

AD TITLE

The title is the first words your audience sees. This is the hooking point; if your title does not speak to your user, it will be overlooked. Titles require clarity, emotion, and purpose.

MAIN KEYWORD IN TITLE

Your most important keyword should be mentioned in your Title (at least once). You can repeat the same keyword, but in different words. Keywords increase relevance and push you to higher spots.

KEYWORD EXAMPLES:

If your main keyword is “SEO Agency”, you could use different variations of it in your Ad Title:

• Top SEO Agency in South Africa.

• Certified SEO Agency.

• Trusted SEO Agency.

MENTION BENEFITS, NOT FEATURES

Mention the top benefits of using your products or services. Your audience must believe your product is THE solution to improve their lives.

Benefits connect with your audience on an emotional level; Your ad must paint the perfect picture for them.

BENEFIT EXAMPLES:

If you are offering “SEO Services”, your Ad Title must discuss the benefits of it.

• Grow Your Business Fast.

• Outrank Your Competitors.

• Drive Valuable Leads Daily.

USE POWER WORDS

Power words build trust and invoke curiosity within your audience. Power words strengthen your message by making your ad more credible, trustworthy, and professional.

POWER WORD EXAMPLES:

Include power words in your Ad Title, Ad Description, and Ad Assets for maximum efficiency. There are 6 categories of Power Words:

AUTHORITY WORDS

• Certified

• Guaranteed

• Expert

• Trusted

• Top-Rated

• Affordable

CONVENIENCE WORDS

• Instant

• Simple

• Fast

• Quick

• Rapid

• Hassle-Free

MONEY WORDS

• Discount

• Affordable

• Best Price

• Value

• Bonus

• Special offer

• Save

EMOTIONAL WORDS

• Achieve

• Success

• Results

• Win

• Grow

• Boost

• Transform

URGENCY WORDS

• Only today

• Limited time offer

• Last Chance

• Don’t miss out

• Limited

• Final offer

• Ending Tonight

SAFETY WORDS

• Risk-Free

• Money back guarantee

• Verified

• Safe

• Protected

• Secure

• No contracts

POWER TIP:

Combine your power words with your keywords and a call-to-action word.

EXAMPLE: Certified SEO Experts, Proven Results, Call Now!

ADD NUMBERS

Adding numbers to your ad gives your company a trust boost. Numbers are known to improve your click-through rate as people’s eyes naturally stop on digits when scanning a page.

Numbers make your ad appear more professional and accurate; they prove your formula works.

NUMBER EXAMPLES:

There are five different methods of using numbers in your ads:

STATISTICS

• 10 Years of Experience

• Helped 500+ clients

• Voted the #1 Company

• 100% Success Rate

PRICING

• From R1000 per month

• SEO Audits for R250 per page

• Web Design starting at R800

• Save R500 Today

PROMOTIONS

• 50% off All Products

• Save 40% today

• Buy 2 get 1 Free

TIMEFRAMES

• Offer ends in 24 Hours

• Free Quotes within 1 Minute

• Top Results in 30 Days

URGENCY

• 30 minutes before price increases

• 10 Spots Left

• Offer ends at 1 PM

ASK QUESTIONS

Questions spark curiosity; they make your audience stop and ponder. Questions improve your click-through rate as they challenge your audience to answer them; they invite interaction.

QUESTION EXAMPLES:

There are many ways to present questions to your audience. Here are smart strategies to attract more clicks:

HIGHLIGHT THE PROBLEM

• Paying Too Much for Google Ads?

• Struggling with Sales?

• Want More website traffic today?

EMOTIONAL ANGELS

• Missing out on valuable leads?

• Frustrated with your SEO Provider?

• Are you feeling lost?

SHORT AND SIMPLE

• Low on Leads?

• Ready to Boost your Sales?

• Is your Traffic Not Converting?

POWER TIP:

Combine questions with numbers or power words to get the best from your ads.

CREATE URGENCY OR SCARCITY

Urgency and scarcity make your offers more valuable. These two powerful psychological triggers excite your audience.

People are afraid to miss out on opportunities. Add Limited Time offers or Limited Stock Items, and you could see your conversions vastly improve.

URGENCY EXAMPLES:

•Hurry, Offer Ends Soon!

• Last Chance!

• Today Only!

• Don’t miss out!

• Final Offer!

SCARCITY EXAMPLES:

• Only a Few Spots Left!

• You Will Never See This Again

• Limited to 10 Items

ADD A CALL TO ACTION (CTA)

Call-to-action words give users clear instructions on what to do next. It acts like a guide that pushes your audience in the right direction. It is often overlooked, but Call-to-Actions have a massive impact on the success of your ads.

Call-to-Actions must be used in both your title and descriptions. Include CTA’s in your title as the audience doesn’t always read the description.

CTA EXAMPLES:

There are multiple types of call-to-action. You should use CTA’s that align with your marketing goals. Here are the different categories of CTA’s:

CONTACT CTA

• Contact Us Now!

• Enquire Today!

• Call Now!

• Chat With a Specialist Today!

FREE CTA

• Book a Free Appointment!

• Get A Free SEO Quote!

• Claim Your Free Audit Here!

• Get A Free Check Today!

SPEED CTA

• Rank Faster Here!

• Quick Website Assessment!

• See improvements from today!

• Grow your Business Now!

WRITING STYLE

KNOW YOUR MARKET

The style and tone of your ads should reflect your audience. When creating ads, you must deeply understand your audience. People trust people whom they can relate to, as if they are part of the same tribe.

FOR EXAMPLE

If your target audience is teenagers, your ad style should match their Lingo to draw their interest and keep their attention.

EXAMPLE: “Best Prices in South Africa- No Cap”

CAPITAL TEXT

When writing Ads, you must make the first letter of each Word into a Capital Letter. Studies have shown that it keeps the user’s attention when reading ads.

FOR EXAMPLE

Texts on ads can be small, especially on mobile devices. Adding a Capital on the first letter of each word makes your ad more readable.

EXAMPLE: Your Advert Should Be Shown Like This