We have talked about the importance of descriptive ad copy to optimize your AdWords Ads in the past but today I wanted to show the difference between sales copy ads and descriptive ads.
Not many people other than marketers enjoy reading ads or being sold to so you have to strike a balance between selling, being informative, and helpful. You want visitors to click on your ads but most importantly you want them to continue and take a desired action. In other words, you want to turn your visitors into leads that could be potential home sellers or home buyers that Realtors need to have a constant stream of to succeed in this business.
Just a single adjective can make or break your Google Ad copy. We tested three options:
- A sales based adjective (powerful)
- A descriptive adjective (easy)
- No adjective
It turns out that using a good adjective vs. no adjective boosted the CTR of our ad. However, picking a powerful adjective (i.e. one that was more sales speak) backfired. It still delivered lots of visitors but only a few of them converted.
It is important to stay clear of keywords that deliver only clicks and not leads or sales and anytime you use marketing copy to trigger an automatic response from visitors it is very important to check that these extra visitors are converting for you. There is no point in paying for visitors if they aren’t going to do anything on your site other than hit the back button.