If you’re looking at ways to improve the performance of your paid search campaigns and Google AdWords account then one of the most obvious places to start is with your adverts. This is the first point of contact between your business and potential customers and one that sets expectations. In this article, we’ll look at powerful print advertising techniques and how you can apply them to your AdWords adverts.

Have a clear message

First up is making sure you have a clear message that you are trying to convey with your advert. There is never enough space to fit in everything you want to say so make sure your advert is laser targeted on one thing, whether this is a product or service, make this the focus. Mirror keyword usage in your advert text to help with engagement.

Use a strong headline

Your advert headline is your chance to capture the attention of your customers, so don’t throw this away. Where possible use prices or promotions in your headline to highlight offers e.g. “20% Summer Sale – Must End This Weekend” and don’t forget people’s FOMO (fear of missing out). Creating a sense of urgency can really help ensure that your customers choose to click your advert rather than your competitors.

Other ways to make your headline stronger include using emotional triggers that are based on the needs of your customer and focus on them. Using punctuation is another strong way to make your advert stand out and don’t be afraid of asking a question in your headline. Keep your goal in mind and what action you want your customers to take when creating your advert headlines.

Social proof

A great way to help influence behaviour is by using social proof to back-up the claims about your service or products. In print this was always with inclusions of stats like 9 out of 10 customers would recommend Persil to their friends. In the digital world, we can take this further with the inclusion of review extensions which can show relevant reviews with your adverts.

Include a call to action

Don’t forget to include a call to action with every advert that gives potential customers a reason to click on your advert. Some common examples include using phrases such as call today, buy now, free quote, sign up today etc. This puts this action into the mind of potential customers and helps direct them to the next stage.