In a time where customers are overwhelmed with the number of choices available to them, Search Engine Advertising is one of the easiest ways to effectively communicate with potential customers.
The biggest struggle with this is getting customers to remember your ads.
Do you remember the last Ad you saw on Google?
A difficult question, but what makes an ad memorable? And how would you make it more memorable?
A recent study asked customers: What do you remember most about the travel advertising you saw online? – The Results Showed:
Although the study was specific for the travel industry, these results can still paint a clear picture on how customers engage with ads online. For example:
- Your brain processes images 60,000 times FASTER than text, and 90% of information transmitted to the brain is visual, not text.
- Who doesn’t like deals or special offers? If an item you wanted to buy was on sale, you would be more inclined to buy it.
- If an ad relates to you, wouldn’t you want to buy it? Everything is all about you!
Ad A Visual Component To Text Ads
Although Google’s text ads are just text, Bing has recently released ‘Multi-Image Extensions’. This extension allows you to add up to 5 images that also appear once an ad is served in position one. Here’s how it would look:
When you are unable to use images, using the right words in the right way can evoke images and emotions to the reader, leading to the ad being more memorable.
For the above example, the text could read: “Bring the fresh, sweet smell of the outdoors into your home”.
The use of sensory words, words related to sound, touch, taste, or smell, prompt readers to imagine themselves in the situation. By using “sweet” to describe the smell makes you think of the outdoors, smelling the flowers as you walk past.
Key points to keep in mind:
- Use sensory words to evoke specific emotions and images.
- To paint a clear picture, use descriptive, specific language.
- Use language that places the reader in a situation with your product.
Deals and Offerings?
Customers have always been drawn to any discounts, promotions, and savings they can get their hands on; it’s human nature. How these discounts, promotions, and savings are presented is equally as important, especially when you consider how long an average attention span is.
Searchers want to know three things:
- What is the cost?
- Where can it be bought?
- Is it on special?
This information needs to be given upfront. Promotion and Price Extensions are perfect to showcase this information.
Google Advertising: Promotion Extension
Perfect for highlighting sales and offers when people are searching for deals online. Typically, promotion extensions appear below the ad’s text and can display up to two lines of text outlining the promotion on offer. Here is an example of a promotion extension:
For the promotion extension to perform effectively, the promotion should be easily located on the destination and needs to match what is written in the heading, and descriptions of the ad. Along with this, the promotion needs to be relevant to the destination page, otherwise, your quality score could be negatively affected.
Search Engine Advertising: Price Extensions
If you aren’t able to utilise Promotion Extensions, Price extensions could work for your campaign!
These extensions outline both the cost of the product, as well as where you can buy them. Price extensions are the perfect way to showcase a variety of products or services that you have on offer.
Here is a perfect example of a Price Extension:
For Price Extensions to work effectively, you need to make sure that the price of the products is easily found on the destination, but this destination does not need to be the same as the ad. You can direct Price Extensions to a different site, such as Amazon, for the sale. The problem with these extensions is you cannot use terms such as “Free Shipping” or “Sale” in the heading.
Add A Personal Touch
If done correctly, a retargeting campaign can seriously benefit your Google Advertising campaign, but how do you do this?
Strengthen Remarketing Campaigns with Dynamic URLs
Set up clues in your Dynamic URLs and use these to set up remarketing lists. For example, the highlighted section in the below URL is structured to describe the style, colour, and size of the cocktail dress:
If you can understand what customers are interested in, and more importantly, what they are actually viewing on your site, then you can show them customised ads that are related to their wants and interests.
Say your customer is looking at buying a new bike, you would be able to show them ads for accessories, such as a helmet, bike pump, or new tyres. This won’t work for every purchase made, so common sense is needed!
To set up Dynamic URLs:
- Determine what variables would be most impactful to your customer
- Create an audience based off of these, and
- Write ad copy that is tailored to them (as much as possible) and is related to the behaviour you are looking to target.
Be Remembered with Pay Per Click Advertising
Creating ads, let alone memorable ones, can be a daunting task for anyone, but by following these tips, you are on the way to creating an effective advertising campaign.
If you are looking to utilise Pay Per Click Advertising or would like to make your ads more memorable, give Be Media a call today!