part 8: Google Ads : Mectrics (bigmoney.vip)

Two basic elements of ads to start with...

Heading

You can use 3 30-character headings in your ads. Write them all. Please note that not all 3 headers may be displayed on smartphones/tablets: all your options should be combined with each other and make sense, even if the system decides to show two headers instead of three.

The keyword in the title allows you to increase the compliance of the ad with the user's search query → this increases the CTR → a high CTR lowers the cost of the display. This is the algorithm of use in contextual advertising Ads.

Capturing attention is a key function of the headline. In order not to puncture on a boring option, we arrange brainstorming one day, postpone the options for tomorrow, and then choose the top ones for a fresh head. Top options are launched in the test to choose the best not to your taste, but on the basis of real statistics.

If there are numbers in your title, use the decomposition in the second heading. For example:

15$ One Parcel – 6 Times a Year

The most common writing mistakes are:

In Google Ads, you can write 2 descriptions of 90 characters. Penguin-team recommends using both in full: the more accurately and in more detail you describe the offer in the ad, the more the user knows before the click. So, there will be more clicks from a really interested audience that already knows the offer plus or minus. So, a higher conversion rate. And saving budget on irrelevant clicks. Profit!

In the body of the ad, the user should see the benefit or solution to their problem. Put yourself in the user's shoes and answer the question: "What benefit does this give me?". And write about it!

Initially, you can try different writing techniques. We usually recommend O1O2C:

• O1 — offer1, the first offer: the strongest commercial offer;
• O2 — offer2, second offer: second-order sentence (slightly weaker than the first);
• C — call-to-action, call to action.

General Tips

A call-to-action (CTA) should encourage the user to perform a specific action, and for this, the user must show benefit.

CTA can be combined with offers:

Save 20% when applying today!

or

Get a coupon for your first order!

Or write with keywords:

Order a beauty box!

This helps to directly identify the offer and weed out irrelevant traffic before the click.

Also, the indication of the price in the ad (by text or through the "Prices" extension) will help to filter traffic. A person sees the price before the click and immediately decides whether it suits him or not. Those who categorically do not fit will not click - this will save the budget and will not let the Conv. rate fall. It is worth providing that along with them the part of the "wavering" will be eliminated - this is inevitable. Weigh all the pros and cons of such a decision, relying on private business conditions.

Localization (adding a region) is an effective trigger for the user. Even if, for example, all your ads are shown ONLY in Kiev, the very presence of the word "Kiev" in the text increases the clickability of the ad.

URL and path
In the displayed link, write a keyword (www.site.com/contextual_advertising) or a short USP (www.site.com/coupon_100$).
Use the # symbol and the number at the end of the url in additional links to send the user to the same page. Example: www.site.com/#1, www.site.com/#2.
Send traffic to the relevant landing page and make sure that the user finds on the landing exactly what he was promised in the ad. Read about this in the Guide of the contextual advertising agency Penguin-team on CRO, part 4: copywriting to increase conversions.

Extensions
External links
Writing commercial offers in additional links is a plus to the effectiveness of advertising. They make the ad area larger, so physically they are noticed faster and better. This is doubly true for mobile SERPs.

Important! Do not put unattractive sections in additional links. If a person wants to subscribe to SaaS, it is unlikely that he is interested in the contact page, rather, the section with tariff plans will be useful. Analyze your target audience and show what will be useful to them.
Address
Be sure to add the address to your ads: this attracts people to the physical points of the business and helps promote offline activities (promotions, sales, events).

If you want to add the address of your offline store or office, use the Address extension (you need to link to your Google My Business account).

If you make products and want to add the address of a retail store where you can buy them, use the Partner Address extension (works for retail chains and car dealerships in some countries).

Telephone
Specify phone numbers based on geolocation.

The standard recommendation is to specify a landline number for a specific region. But if your target audience is young people, think about whether it will be convenient for them to call you on a landline phone from a mobile phone (which is what most calls young people make from). Think about how your audience behaves in different situations before using any generalized advice.
For a country, Penguin-team recommends a toll-free hotline number.

Variable customization
Use customized ads based on different variables: search queries, devices, browsers, and so on.

Example implementation:

{=IF(device=mobile,Order directly from your phone): Order today!}. Ad text, text again, more text, text again. {=IF(audience IN (Shopping Cart Abandoners),All orders placed today – with a 30% discount): Start shopping today!}.

There are 2 variables:

if the ad is watched by mobile users, they see the phrase "Order directly from the phone", if desktop - "Order today!";
if the ad is seen by a user from the audience of abandoned carts, he will see CTA "All completed orders today - with a 30% discount", and if any other, then "Start shopping today!"
Test your ad
A/B testing is a must-do for absolutely everything. Every time you make a decision based on your opinion, you make an assumption. Every time you choose a solution after testing, it's a data-driven solution, a solution based on data, not assumptions.

Even if a specialist or entrepreneur himself belongs to the target audience of the business, he can no longer objectively evaluate the advertising elements: he knows the company well, has taken a closer look at the creatives, focuses on his understanding of the product.

The real target audience doesn't always think the same way we do.

Read A/B (Split Testing): A detailed application guide to properly test your hypotheses and get the most out of every element in your ad.

What can I test? Here are a couple of options:

A/B/C testing, where A/B is ads with rational offers, C is an emotional announcement (triggers: anger, fear, humor, love, other emotions);
provocation in an emotional announcement. In modern SERPs, where all the ads are plus or minus the same, the one that attracts the most attention wins;

design feature + feature = brand, or profit + profit = brand. It reveals the advantages of the advertiser and makes his ad more noticeable;

all words with a capital letter;
bright emoji. Colored spots in the boring white and blue issue attract the eye and instantly highlight the ad. Penguin-team we advise you to make sure that emojis do not conflict with the views of the target audience;

questions in the header...
And much, much more.

Part 10: Part 10, Google ads: Dynamic remarketing for online stores: a guide... (bigmoney.vip)