Qualifying (Part 2/4) Writing Effective Adwords Ads

Posted onJuly 31st, 2009 byadministrator

Qualifying Buyers (Part 2/4)

The second purpose in writing effective ads is to qualify buyers. There are two reasons why you want to qualify your buyers, 1) to make sure they are actually buyers and 2) to make sure they want something you have. Some of the actions you will take in this part may already be done by virtue of taking action to attract your buyers. Nevertheless, it is important that you make a mental note that you have qualified your visitors as your buyers before letting the ads run.

Make sure they are buyers and not just information hungry visitors. (Writing catchy ads can be very similar in task.) As an advertiser, it seems common knowledge that the sponsored links area of a search results page will hold only ads whose sponsor is looking to sell something. In other words, people searching, who are not advertisers, may not know the sponsored links are there for more than information usually. How can we make sure that people clicking on our ads are really out to buy something?

We have already done this if we inserted some “call-to-action” language or description that implies a purchase. In the example ad, there were 4 things that do this; all of which were in the description.

20% Off All Whole Bean Purchases.
Free Fast Shipping, Order Online!

20% Off means off of a price which implies a purchase. The actual word ‘Purchases’ is more littoral than implied. In case you were wondering, it states, “You will be making a purchase.” Shipping information implies purchasing or buying. And the best way to imply a necessity to buy (especially when you have more product description in the ad) is to put in a call-to-action; Order Online, Order Now, Buy Now, etc. Don’t use “click here.” Google does not allow this call-to-action and it doesn’t imply the necessity to buy.

Make sure they are looking for something you can offer.

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