Google Text Ads are one of the best ways to effectively reach online customers. They allow you to offer direct solutions to potential customers’ problems and they can enhance your online presence.The keyword here is Quality. Literally!

Google rates the bid amount of every ad, their keywords, and landing pages, and gives a Quality Score from one to 10. The higher your score, the better you rank,  the better the chances of a conversion.

So, very quickly, we’re going to run through 8 checkpoints to keep in mind when creating better Google Text Ads:

  • Highlight your company’s unique selling point, aka the one thing that makes your business better than your competitors;
    • Your  USP is the reason your customers buy from you and forms an important part of your marketing strategy for attracting new customers. It tells people what to expect when doing business with you. It’s a way to introduce yourself quickly and connect with the perfect customers

  • Benefits vs Features;
    • Anyone involved in marketing will have been trained to focus on a product’s benefits rather than its features. When it comes to Google Ads, though, those in search of a Google Ads expert are already aware of the product and its purpose. So, it’s actually important in this instance to talk about the features. Give potential clients as much relevant information as possible, so they can make an informed decision.
  • Include price, current promotions, sales;
    • These are your triggers which, when present, are a strong motivator to move on to the next stage in the sales process.
      NEVER include unsubstantiated promises or statements, for obvious reasons. People are savvier, more so now than ever before, and they will pounce on errors or illegitimate brags.
  • Where possible, use the registered symbol, . If you’ve got it, flaunt it! 
    • It indicates that your company has certain rights and it adds a whole new level of credibility to the business as a whole.
  • Make sure that your landing page is exactly the right follow-up to your ad;
    • There’s no point in spending time and money creating and posting the perfect ad and directing it to a specific page only to have that page sell something completely different from the features of the ad. You’ll have wasted an ad, wasted money, and potentially lost a would-be client.
  • Ensure location and call extensions are made available within all of your ads.
    • Everything now is mobile. It makes up a huge majority of products and services searches, so it’s vital that you give your potential customers every possible option that will take them to the next stage of your sales funnel.
  • Get familiar with the Principles of Salesmanship;
    • Know Your Prospect
    • Know Their #1 Problem
    • Offer A Simple Solution
    • Be Enthusiastic
    • Hone Your Presentation Skills
  • Familiarise yourself with the Fogg Behavior Model, which states that, for a behavior to occur, three elements must be present. (If any one of these three elements is missing, then the behaviour won’t occur.):
    • Motivation
    • Ability
    • A Prompt
  • Focus on your Google Ad headline;
    • As much as we’d like to think that our ads are being read from beginning to end, they’re not. You need to grab attention in that first sentence so, make it short, sharp, and straight to the point of what you are offering.