With the right knowledge, getting your Google Ads copy just right is easy. However, ad copy will only get you so far — you also have to think of where the customer will go after clicking on the ad. In the journey from search query to purchase, if something is off, you are likely to lose a sale, and the customer will find their way to a competitor. As such, it is important to have a holistic view when you organize an SEM campaign. In this article, we’re going to tell you how to integrate your search engine marketing ad copy with the overall marketing strategy for your Chicago business.
1. Use keywords when possible
Keywords help you connect better with the customer when they are well placed in your ad. It helps the customer understand that you know what they are looking for, and that you are offering it through your products and services. In order to find the right keywords, you can use a mix of A/B testing and your targeted query. For example, if a customer is searching for “Restaurant open now,” you can use those exact words in your copy, or you can use something like “Restaurant open 24/7,” whichever gets more conversions after an A/B test.
2. Make sure to use a CTA
The point of any ad is to drive customer action, whether that action is a purchase, or signing up for a mailing list. This is why calls to action are so important when writing copy. A CTA will qualify your ad and frame the experience of your prospect. It also prequalifies the landing page that the prospect will visit after clicking the ad. If a prospect is not interested in what the ad wants them to do, they will not click it. This not only improves your conversion rate on paper, it also lowers the cost of your ad campaign, since the payment model is based on the number of clicks you get for each ad. If you have a $500 budget, and if you carefully screen prospects through your CTA, you will get a much higher return on your investment.
3. Use different persuasion techniques in your Chicago Search Engine Marketing ads
Different people buy for different reasons. A segment of your target audience will buy no matter how you try to sell them. However, another segment may want to be reassured in some way, while another will look for a feature or benefit that captures their attention. There are several ways you can implement this targeting into your ad copy. For example, you can talk about the features of the product — you are selling a car that is very fuel efficient, for example. Simply pointing this out will attract significantly more people to your product than you would draw through a bland ad. Another segment will focus more on the benefits rather than the features (you can save a lot of money on gas by purchasing this car).
Others will be browsing the internet with problems instead of solutions in mind (are you tired of spending a fortune on gas?). Some will be convinced by social proof, in the form of testimonials or reviews, while some will be convinced by awards (Best Mileage for a Sedan, 2019). Finally, you have the prequalifier, which weeds out people before they click the ad, and which we talked about previously (Luxury Sedan — this will place your product in a certain price range). If you experiment with these different messages on different segments of your target audience, you stand to maximize the effectiveness of each Chicago search engine marketing campaign.
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With the right ad copy in your Chicago Search Engine Marketing ads, you can skyrocket the effectiveness of your ad campaigns and maximize your ROI. If you are currently seeing lackluster results in this department, or if you have any questions about SEM in Chicago, contact us today.