Ronn Torossian, CEO, 5WPR
What people are trying to look up online is always changing, which is why companies always have to stay on top of the current trends. If businesses are able to stay on top of the current trends in what users are searching for, they’ll be able to meet their needs a lot better. With the help of responsive search ads, companies can create ads that will closely match what people are searching for on search engines. This is because responsive search ads use a machine learning system which can automatically generate ads that have customized messages. This saves companies a lot of time and effort, while also providing better results.
One of the first steps in optimizing responsive search ads that will drive results is creating concise and memorable headlines. Since companies are able to submit up to 15 different headlines for each campaign, along with four descriptions, every headline should be used to highlight a different important point, or to offer a fresh take on the same idea. Additionally, each headline should have the brand’s name, the product’s name, along with other key elements such as keywords, the benefits consumers get from it, and a call to action.
As marketer Marc Roberts of Miami notes, “If the headline of an ad includes popular search terms that people are currently using, that ad’s visibility is going to increase, which also increases the odds of people clicking on it . Google already provides businesses with beneficial keyword research and even a keyword insertion tool, which can be used when optimizing responsive search ads to add relevant and popular search terms to headlines.”
Calls to Action
When consumers read an ad, they should be motivated to take action which will lead them further down their buying journey. That’s why companies should also be using action-oriented words in the descriptions of their ads, or using calls to action (CTAs). Ideally, the CTA should be synchronized with the buying journey of the consumers, so it can lead them to the right product or service before they make a purchase.
Unique Selling Points
Finally, in the headlines or their descriptions of the ads, companies should be highlighting their products’ unique selling points. When an ad highlights a product’s features or how it can help people, or when it informs consumers so they can make a purchasing decision, it is going to be more likely to be clicked on . While enticing and easy hooks such as offering discounts might work to grab the attention of consumers, they’re not as effective as the unique selling points for each product.
About the Author: Ronn Torossian is CEO of 5WPR, a leading Public relations agency.