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- What's up people. In this video
we're gonna be looking at how to write
a good Google ad.
Now before we go any further, I just want to say,
the only way that you'll know what a perfect Google ad is,
is through testing.
You're gonna need to test different ad copy,
different headlines, different calls to action,
different extensions,
and only through doing that,
you're gonna find out what the best ad
that you can run for your business is.
But that's not a particularly useful answer,
so let's forget about that
and let's look at some best practise stuff to begin with.
This is all based on our experience running ads
for hundreds of businesses in every imaginable market
around the world.
What are the components of a good ad?
The first thing that you wanna do...
Give this a nice title,
By nice I mean unreadable.
First thing that you wanna do is use your target keyword.
We've been talking about dentistry throughout this series.
If you're targeting a phrase like cosmetic dentist,
you want the target keyword, cosmetic dentist,
in your headline, in your ad, usually.
That's gonna register with someone,
"Ah yeah, that's what I looked for!"
Bam!
Straight away you're in their heads,
messing with their heads,
that's exactly what I'm looking for, straight in.
But it's not time to get cute,
if they're searching for something dumb,
you're gonna use something dumb in your ad headline.
The next thing that you're gonna want to include,
in your target keyword, is some kind of qualifier.
This might be location, if you're a local business,
it might be prices from, if you're selling a high-end
product.
It's basically anything that you can do
to filter out people which aren't gonna be a good fit
for you business, because this is gonna improve the quality
of the traffic that you're getting through to your site.
The next thing that you're gonna want,
at some point you're gonna want USP's or differentiators.
You imagine your ad is gonna be on a page
with 10 organic search results and maybe six other ads.
You're competing against 10 plus six, 16.
15 other websites on that page.
What are you gonna do to stand out?
It's not just enough to be me too.
If you're me too, you're gonna get average results.
And average results really aren't good enough for you.
What can you do to stand out?
Why should somebody click on your ad,
and go on your business, and your website,
rather than any of the others?
The thing I always say to people is, if you can't explain
why people should do business with you,
they won't. (laughing)
So your USP might be, it might be price,
it might be service, if you can find a way to quantify
why your service is better, for example 24/7 support
or same day delivery, that type of thing.
Which brings me onto delivery, if you're e-commerce.
You might have a USP of price, if you're the cheapest,
or if you're the best value.
You might have a USP of
availability perhaps.
You've got to find some way to tell people
why they should click on your ad,
rather than anybody else's.
The next thing that you need in your ad
is mention of your offer.
So if they're gonna get a free consultation,
good idea to mention that in the ad,
'cause that's more compelling than just,
"Hey, come and check out our website."
Then finally, you're gonna want a CTA.
Your CTA is the thing that you're telling people to do.
Two reasons that you want that.
Firstly because it's gonna attract the people
that are most commercial intent.
They have the most intent to do something now.
The second reason you want that
is 'cause it's gonna pre-convert people.
So when they get on your landing page, they're already,
"Oh yeah, I'm here for that free consultation."
They've already got that in mind,
'cause they've just clicked on it.
As a rule with Google ads,
when you're on their search results page
you'll see that there's a blue headline,
and then you've got the green website address,
and then you've got some black text.
I can't draw black on black.
Let's says that this is the black text.
Then you're gonna notice, underneath,
you've got these various extensions.
You might have site link extensions that look like that,
you might have a location extension,
you might have an offer extension, with a drop-down.
You might have a phone extension.
These extensions are really important,
because generally, the more extensions you have,
the more space on the search results page you take up,
so you kick your competitors down the page,
but also, because you're getting more eyeballs,
you're gonna usually increase your click-through rate.
So it's a good idea to use all the available extensions
that you have at your disposal.
In the next video we're gonna talk about
what makes the prefect pay-per-click landing page,
so stay tuned.
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