Advertising online in 2014 is a very complex task. With so many options available, it can seem very overwhelming. Questions like: ‘What social media sites should I take advantage of?’ or ‘What’s the best way to tackle search engine optimization?’ can really make your head spin.
One online marketing practice that has been around almost twenty years and has yet to lose its touch is text advertising. 64% of people who are browsing with the intent to buy click on sponsored text ads. Let’s face it, aren’t we really after the people who have intent to buy?
Even though they’ve been around for almost two decades, most marketers still don’t really know how to approach text advertising. Despite not really knowing how to build it, many marketers just blindly make decisions for the text ad campaigns. As you can imagine, this doesn’t always work wonders for your ROI.
1. Use Space Wisely (Don’t Repeat Yourself)
You have 95 characters including spaces to get your message across. 130 if you include your website URL. Don’t waste it with repetition.
Instead use your space to feature an attention grabbing headline and an intriguing benefit, and follow it up with a strong and clear call to action (CTA)
Check out some of these text ad examples pulled from WhatRunsWhere’s Top Ad feature…
2. Don’t Stop at Search
Far too many marketers have never explored placing ads beyond search networks, not realizing how valuable display partners can be. The latter can bring vast amounts of relevant traffic and offer access to a lot more inventory with a wider reach.
Be sure to test running your text ads on both search and display networks.
HINT: Try searching your competition using WhatRunsWhere ad intelligence to see where they are placing their ads.
Weight Watchers is a prime example. They advertise their text ads on hundred of different sites. They have been running the following text ad on lemondrop.com
3. Ask a Question in Your Headline
In tip number one, I suggested having an ‘attention-grabbing’ headline. A great way to do this is by asking a question. Copyblogger reports that this can boost click-through-rates by more than 200%.
4. Punctuation at the End of Line One
This is my favorite text ad tip and very few advertisers take advantage of it.
By ending you first line of text, after your headline, with period or some other form of punctuation your ad will appear with an elongated headline when placed as a top ad.
Look at how much longer the headline appears after adding punctuation…
5. Keyword Rich Ads
Using the keywords that your ad group is targeting in your text ads is beneficial for a couple of reasons. The first is that it will help to improve the quality score of your ads. Having a higher quality score gives your ads a higher ad ranking, and can also reduce your pay per click cost..
Try boosting your text ad strategy with these tips and be sure to share any other great tactics in the comments.