You might be losing potential customers on Google Ads without knowing it. How? By using basic copy on Google Ads (previously known as Google AdWords). Google Ads is one of the most trusted and reliable advertising networks on the web. Over 70% searches happen on Google Ads and the search behemoth is not slowing down.
Google Ads recently made some changes by offering more room to adjust expanded text ads. So using this network effectively is one of the key components to growing your business. We have seen benefits of good Google Ads copy and we have seen how bad copy can drag down a business. The Google Ads need to make potential customers to take action. With better copy, your quality score goes up, which both lowers costs and puts you in front of more clients. Here are a few tips on how to create click-inducing Google Ads copy.
Match your landing page and URL to your Google Ads copy
One of the keys to bringing up the quality score on Google Ads is making sure your ad copy matches the landing page copy. Lack of consistency is a killer of conversions, no matter what the context.
If you are advertising free shipping and you send your potential client to a landing page that does not even mention it, you have failed, no matter how good the copy on the page might be. Think of your Google Ads as laying out the benefit of your landing page. Both need to have the same theme which means optimizing them for the same keyword.
Do not use dynamic keyword insertion on Google Ads
Dynamic Keyword Insertion is a technology that allows Google to insert the exact keyword the customer searches for in your ad copy. The problem is, it doesn't seem like it's usually the way to go. It sounds great in theory by showing your customer exactly what they are looking for, but in practice, it actually can hinder your ad creativity, which is the exact opposite of what you are trying to do.
Use SKAG for your Google Ads copy
SKAG stands for Single Keyword Ad Group. Google Ads recommends five to twenty keywords per group, but this does not seem to be the most effective method of reaching customers. You only have a small amount of space in Google Ads text, and fitting all suggested keywords into the same ad is impossible. You are also going to run into the issue with relevance. You should focus on taking one keyword and optimizing it.
Find your best-producing keywords and add each keyword to its own ad group. Use an exact match, phrase match and broad match on each. Then create Google Ads that use the exact keyword. Use the keyword in both your headline and your page URL, and be consistent with your landing page as discussed earlier.
Be benefit-focused in your copy
When you are writing Google Ads content, you have to keep in mind that the average attention span is only eight seconds and that is not a lot. If you are not offering something that grabs attention, why would they pay attention?
What do you bring to the table that your competition does not? You need to keep an eye on your competition and find out what you can do that they do not. Be specific as there are thousands of advertisers out there saying "Free" and "Save" and "Buy Now". These Google Ads will get good results, but the best copy is specific, for example, "33 percent off your next order" or "five percent interest rates". Use numbers and cold, hard facts as well as your power words.
Use emotional appeal
Buying decisions always come from a change in emotional state. The six main emotions that drive sales are
Greed: I'll be rewarded for making a decision now
Fear: If I don't make a decision now, something bad will happen
Altruism: My decision now will help others
Envy: My competitors will win if I don't make a decision now
Pride: I'll look smart for making a decision now
Shame: If I don't make this decision now I'll look stupid
To find out which of these has the most emotional appeal to your audience, you will need to do market research. Look at every successful as out there - there may be concrete information that anchors emotional appeal, but to grab attention, a successful ad must trigger emotion.
Always use a strong Call To Action on your Google Ads.
You have focused on a single keyword, and you are giving the benefits and using emotional appeal to grab attention. What is next? Your potential customer is on the hook, you have to set it. If you do not give them something to do, they will not follow through so do not forget about your Call To Action. You need a punchy sentence to end your ad and make sure they click through to your landing page.
Here is what you need
A strong command verb - Buy, Shop, Download, Subscribe, Find Out. Avoid "click" as this has shown is not strong enough to cause conversions.
Emotion-provoking language - Exclamation points are surprisingly useful for this, this is why you see them used everywhere.
Give them a reason - Why should they do this?
Create urgency - While you can, now, today, here. Adding urgency increases the likelihood to get a click.
Gotfunk does various steps in accordance with the above as just doing the copy is not nearly enough. You need to prune out keywords, remove areas that are not relevant and so much more. It takes a lot of work and this is why you need to hire a professional to manage and maintain your Google Ads.
Nike spent billions on their Logo to teach millions of people that the swoosh is a symbol of human possibility and achievement, as well as status and performance. And if you are a designer, the typeface comic sans in a Logo is a symbol of bad taste, low status and laziness. A hundred years ago, a Logo was in its infancy. It wasn't something done by a billion people a day and every day as we market to each other online. Our ability to so this with intent can make the difference between success and failure.
What does this remind you of?
Busy people don't care about your work as much as you do. People scan instead of study, and when we scan, we're asking "What does this remind me of?". This means that the Logo you use, the stories you tell and the appearance of your work all matter. Words resonate with us, not only because of what they mean, but because of how they sound and how you use them.
It's not just the Logo, it's even the way you set up the room for your company off-site. People do not care about you, or how hard you work, they want to know are you a real deal and your Logo is the first brand they see to start making their decisions. Even something like how you design your website, if it is full of flashing images and cluttered, it immediately reminds someone of a scam, and that impression can almost never be undone.
Logo - What is your brand?
Your brand is NOT your Logo. In a crowded world, with too many choices and with just about anything "good enough", you are quite lucky if you have a brand at all. A brand and a Logo is a shorthand for the customer's expectations. What promise do they think you are making? What do they expect when they buy from you or meet with you or hire you? This promise is what your brand is, and again, it starts with your Logo.
Nike does not have a hotel, but if it did, you will immediately have a very good guess to what it can be like, that is Nike's brand. If you have true fans, the only reason you do is that this group has engaged with you in a way that signals that they expect something worthwhile from you the next time they do business. It's not specific, it's more emotional.
A commodity, even if it has a Logo, has no brand. If you are buying wheat by the ton or coffee by the pound or bandwidth by the GB, you don't have any specific expectations other than the spec. If you get exactly what you got for faster or cheaper, you will pay for it.
If you want to build a marketing asset, you need to invest in a good Logo and connection with your potential clients. If people care, you have your brand.
Does your Logo Matter?
It matters less than your designers want it to, but more than most people realize. If a brand is our mental shorthand for the promise that you make, then a Logo is the post-it reminder of that promise. Without a brand, a Logo is meaningless.
If you make a Logo list which you admire, the prediction will be that the Logo you have chosen is a brand that you admire, not because the Logo is well designed. No one will pick a Logo of a brand that ripped them off. This is because a logo is so wrapped up in the brand promise that we imbue them with all powers of the brand, ignoring all pixels involved. It is possible for a terrible Logo to adorn a fabulous brand, and many of the best brands have no identifiable or memorable logo (Google comes to mind).
But all this does not mean you should be careless when choosing your Logo. You should always pick a Logo that helps speak your brand, and that can work on all types of media. But mostly, pick a Logo that you don't spend a ton of money on or have a lot of meetings about, and keep it for as long as you keep your first name.
Graphic Design uses visual compositions to communicate ideas through typography, imagery and colour. There is no one way to do that and that is why there are several types of Graphic Design that is specialized. At times, each type of Graphic Design may overlap, but each type of Graphic Design does require a specific set of skills and techniques, and many Designers specialize in a single type. Because of this, the industry is constantly changing and designers must be adaptable and be lifelong learners so they can change or add specializations to their careers.
1. Visual Identity Graphic Design
A brand is a relationship between a business and its clients. A brand identity is how the business communicates its personality, tone and essence. Visual identity design is exactly that, the visual elements of brand identity that act as the face of a brand to communicate with clients. Visual designers create assets like logos, typography, colour palettes and image libraries that represent a brands personality. In addition to the standard business cards and corporate stationery, Graphic Designers often develop a set of visual brand guidelines that describe the best practice and provide examples of visual branding applied across various media. Visual designers but possess general knowledge of all types of Graphic Design in order to create design elements that are suitable across all media.
2. Marketing and Advertising Graphic Design
Companies depend on successful marketing efforts to tap into their target audience's decision-making process. Great Graphic Design engages people based on the wants, needs, awareness and satisfaction they have about a product, service or brand. Since people will always find visual content more engaging, Graphic Design helps businesses promote and communicate more effectively. Marketing and advertising Graphic Designers can work alone or part of an in-house or creative team. Graphic Designers can specialize in a specific type of media (for instance vehicle wraps or magazine ads) or create abroad assortment of collateral for print, digital and beyond. Marketing Graphic Designers must be proficient with production and online environments.
3. User Interface Graphic Design
4. Publication Graphic Design
Publications are long-form pieces that communicate with an audience through public distribution. Think books, newspapers, magazines and catalogues. Graphic Designers that specialize in publications work with editors and publishers to create layouts with carefully selected typography and accompanying artwork, which includes photography, graphics and illustration. Publication designers must possess excellent layout and organizational skills.
5. Packaging Graphic Design
Most product require some form of packaging to protect and prepare them for storage, distribution and sale. Packaging communicates directly to consumers, which makes it an extremely valuable marketing tool. Packaging Designers require expert knowledge of the print process and keen understanding of industrial design and manufacturing. Packaging design touches many disciplines, so designers find themselves creating other assets such as photography, illustrations and visual identity. Their work requires top-notch conceptual and problem-solving skills in addition to strong working knowledge of print and industrial design.
6. Motion Graphic Design
Motion Graphics are graphics that are in motion. This includes animation, audio, typography, imagery, video and other effects that are used in online media, television and film. This is somewhat a new specialty for Graphic Designers. Motion graphic designers begin by developing a storyboard and then bring their concepts to life with animation, video and traditional art.
7. Environmental Graphic Design
Environmental Graphic Design visually connects people to places to improve their overall experience by making spaces more memorable, interesting or easier to navigate. Examples include signage, wall murals, public transport navigation and retail store interiors. Environmental Graphic Design is a multidisciplinary practice that merges graphic, architectural, interior, landscape and industrial design. Because of this, designers typically have education and experience in both Graphic Design and architecture. Environment Graphic Design has produced static print pieces, but digital interaction displays continue to rise in popularity as a means of creating a more engaging experience.
8. Art and Illustration for Graphic Design
Graphic art and illustration are often seen as being the same as Graphic Design, but each is different. Designers create compositions to communicate and solve problems, graphic artists and illustrators create original artwork. Even though graphic art and illustration are not technically types of Graphic Design, but so much is created for commercial use within the context of Graphic Design that you no longer cannot talk about one without the other.
With today's technology, when we need something we turn to our mobile devices or computer and head to Google, then we browse the results and learn about whatever it is we need at the moment. From a marketing perspective, we want to get noticed by potential clients and hope we come up high on the right search engine queries. We hope people will visit our Website, like what they see and order something or at least give us a call.
How can we get more action from our Website?
With instant access to thousands of businesses, people are moving faster through Websites and spending less time on Websites they visit. This means we have to focus on getting people's attention and giving them easy ways to learn more, and quickly!
An important Website metric that gets overlooked: Duration of a visit.
If clients find and visit our Website and they find information that is both interesting and gives them what they need, this will lead to more opportunities and sales. The longer the potential client stays on the Website, then chances are bigger that sale opportunities will increase. Here are a few strategies to help increase session duration on your website:
1. Create a simple and eye-catching Website
2. Add videos
3. Add engaging and high-quality images
4. Update your blog with relevant information
5. Utilize internal linking
1. Creating a simple and eye-catching Website
First impressions matter, even if clients already visited your website. Every time people visit our Website, we have to grab their attention. Use attractive graphics and colours along with easy-to-read fonts that are large enough to read. The Website has to be easy to navigate and geared towards people looking for what they need as they are looking for something that will catch their attention and meet their needs at the same time.
2. Add Video
People hate to read, this is why video works well, but it has to be short and interesting, less than a minute if possible. Visitors are getting a lot of other information and making quick decisions about you and your organization from videos they watch. The impression you make from your video is larger than the information in the video.
3. Add engaging and high-quality images
Images speak a 1000 words, and since we already know people don't read, use high quality, engaging images to place your message into the heads of your clients, or to pique curiosity. Be creative with your images. Make sure the images you use are not of someone else and that you have purchased stock images.
4. Update your blog with relevant content
Your blog or news page is a powerful tool to give your visitors informal, topical information. Be sure to write topics that are receiving the most attention and visitors.
5. Use internal linking
Internal links are not used enough. Internal links are links on one of your Website pages that links to another of your Website pages. Using these links helps people move smoothly around a website, following what interests them the most. When you mention something in your website or blog, link it elsewhere on your website (or blog) as a way of adding to or slightly changing the subject at hand. This is a way to give visitors more access to information.