As using search engines to find local business information gains popularity, search engine advertising is an effective tool to get your business found by local searchers. It’s important to write a clear, engaging text ad that is optimized for both consumers and search engines so you can drive more clicks from relevant consumers looking for local products and services. Avoid these five common text ad writing mistakes to ensure you’re getting the most clicks from your search ads.
1. Using Ad Copy that Doesn’t Match Your Landing Page
One of the contributing factors to a high bounce rate is visiting a site that has nothing to do with the text ad that brought them there. That’s why the products or services mentioned in your ad, the keywords used, and any offers being promoted should also appear on the landing page your ad links to. This communicates to the prospect that they’re in the right place, which reduces bounce rates and encourages conversions. In addition, it can have a positive impact on your quality score, a measurement that examines factors like how relevant your text ads, keywords, and landing page are to your search campaign. In fact, text ads that are seen as relevant by search engines like Google may be rewarded with lower cost per click, higher ad position, and better availability of ad auctions.
2. Not Geo-Targeting Your Text Ads
If you’re a local business, there is no reason you shouldn’t be using local keywords in your text ads. Just like with SEO, using local keywords can increase your relevance with local searchers looking for products and services that you offer. Plus, local keywords used in a search query like “Kitchen remodeling Atlanta,” can impact which ads are shown on the search engine results page. By using local keywords in your text ads, you can drive more targeted traffic to your site and increase the likelihood of conversion.
3. Using Generic Keywords
The more generic keywords you use, the more you’ll likely have to pay for clicks on your ad. When selecting keywords, it’s important to understand how and why people are looking for businesses like yours. For instance, consumers looking to remodel their kitchens may be searching for more specific terms like “kitchen granite countertops,” so they are more likely to click on an ad that includes keywords specifically related to what they are looking for. Do research to see which long-tail keywords – phrases that typically include more than three words – have a high search volume and low competition, so your ads have a greater opportunity to show up when someone searches for those terms.
4. Forgetting a Call to Action
No matter what kind of marketing you’re doing, writing a strong call to action is imperative to get consumers to take action, and your text ad is no different. Having a clear call to action can increase your click through rate (CTR) and conversion rate on your site, especially if your call to action is related to the call to action on your website. For instance, the call to action “Book Online and Save” tells a prospect what they can expect to do when they land on your site.
5. Including Your Business Name in your Ad
You only have a limited number of characters for your headline and body copy. So, unless your brand is well-known, it’s not in your best interest to waste valuable ad copy space on your business name. Instead, use that space to convey your unique selling point or offer, since consumers searching for a business type may not be familiar with your business name anyway. However, don’t confuse this with the strategy of bidding on your business name keywords, which is a good way to help your text ad appear when a consumer does search specifically for you!
Have you made any of these search ad mistakes? What other tips do you have for writing text ad copy that gets clicks?
About the Author
Tamara Weintraub helps equip small business owners with information about local online advertising, social media, and content marketing as a writer for the ReachLocal blog.
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