Implement factors that influence searchers to click on ads.
- Your ad is the bait to get the attention of the person searching for information. I'm going to show you the basics of writing an ad that will get clicks. There isn't enough space in the ad to provide a full sales presentation. So, it has to be fast, efficient, and compelling, to move the user to the next stage of the process, the landing page. On the landing page, is where the sale or the offer is presented, or, where the promise in the ad is delivered.
There are four basic components of writing a compelling paid search ad. The first is the USP, or the unique selling proposition. This is what separates you from your competition. What makes your company or offering different, or unique. What are you offering that they can't find anywhere else. In this example, Expedia offers a discount for booking hotel and flight together. They also present a build our own vacation option, and highlight that they have more than 11 million reviews on their site.
The second component of a compelling ad, are the features and benefits of your offering. Now, here it is important to understand the distinction between a feature and a benefit. A feature describes the aspects, such as size, color, or time. For example, a feature statement for a Caribbean vacation would read, 10 days, 11 nights in a beach-front resort. These are important for early stage buyers, as they describe the offer.
Benefits are more emotional, and present a personal gain, usually, beyond the product itself. So, a benefit statement would read, reconnect with your family, and make memories for a lifetime. Benefit statements are effective for late stage buyers, who are ready to make a decision. In this case, the emotional draw of making memories, justifies the expense of a family vacation. The third element, is the call to action.
What are you asking people to do? A good ad does more than inform, it presents a tangible action, such as compare, buy, save, download, win, or book now. A strong call to action moves the user along in the process by improving the click-through rate of an ad, presenting a clear benefit to the user. Finally, ad extensions can increase your effectiveness. These are extra links and features on your ad.
They can be a phone number, an additional offer, or links to other pages. In this example, both beaches.com and cheapcaribbean have site link extensions, but they are displayed differently. Beaches.com is the first result. And, so the site links are given more size and space. The first ad always has prominence and higher visibility of extensions. Cheapcaribbean has site link extensions as well, but, they are smaller and listed across the bottom of the ad.
As you can see, crafting a page search ad is a mixture of art and science. Knowing the intent of your target and matching a compelling offer is what it takes to get the clicks.
Author
Updated
12/11/2020Released
12/19/2018A free OMCA practice exam is available to LinkedIn Learning members courtesy of OMCP. Use voucher code LIOMCA4 for free access to the OMCA Practice Assessment here: https://omcp.org/for-linkedin-omca-course-participants/
The practice assessment reveals strengths and areas where you may want to review. Scores 70% and higher correlate well to a passing score on the certification exam.
- Performing keyword research for SEO
- Building links
- Managing and measuring SEO campaigns
- SEO for local business
- Targeting, matching, and bidding on keywords for paid search advertising
- Writing compelling paid search ads
- Developing content that target specific audiences
- Using influencers for content marketing
- Investing in an email marketing lists
- Designing an email with a strong call to action
- Developing a social media marketing strategy
- Advertising on social media
- Engaging mobile users
- Designing for conversion
- Using landing pages to sell
- Copywriting tips
- Collecting analytics data
- Automating marketing
- Developing customer loyalty
Skill Level Beginner
Duration
Views
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Mobile Marketing Foundations
with John Jantsch40m 59s Beginner
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Introduction
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1. Search Engine Optimization (SEO)
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Performing keyword research3m 14s
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Grasping the basics of SEO3m 30s
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Encountering SEO obstacles3m 58s
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Managing SEO campaigns3m 48s
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Reporting SEO measurement3m 29s
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2. PPC: Paid Search Advertising
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Targeting keywords4m 11s
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Matching keywords5m 1s
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3. Content Marketing
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4. Email Marketing
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Investing in your list3m 29s
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Segmenting your list2m 27s
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Defining and fighting spam4m 18s
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5. Social Media
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Advertising on social media4m 16s
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6. Mobile Marketing
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Engaging mobile users3m 48s
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Pushing mobile campaigns3m 51s
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Targeting mobile ads2m 27s
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7. Conversion
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Testing for improvement2m 45s
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Developing heuristics3m 36s
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Using landing pages to sell3m 14s
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Designing for conversion3m 54s
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Copywriting for results3m 50s
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8. Analytics
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Collecting analytics data4m 17s
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Defining goals and KPIs2m 23s
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9. Marketing Automation
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Centralizing data in the CRM3m 47s
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Conclusion
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Next steps1m 31s
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Video: Writing compelling paid search ads