Loading ...In this difficult economy, businesses do not have the time and especially the money to waste on ineffective ads. Many times, business neglect to realize that the reason for their ineffective ads could be the ad copy itself.
As Mona Elesseily of Page Zero Media explains above, the process of deciding on ad copy is and should be a slow one. The advertiser needs to think about every aspect of the ad including the headline, product or service features and benefits, call to action, and the offer you will extend.
As you determine the ad copy, you should also consider all the various phases of the buy cycle. At the beginning of the buy cycle, consumers are looking for information and want to assess their options. Toward the end of the buy cycle, consumers are ready to act and will respond to direct and specific ads.
For example, if a consumer is interested in financial services, effective keywords at the beginning of the buy cycle could be “financial planner.” As the consumer gets closer to making a purchase, effective keywords could be “get mutual funds” or “buy 401(k) plan.” It is important to be present during every phase of the buy cycle because if a consumer does not know you exist in the beginning, you most likely will not be able to get them to notice you during the call to action phase.
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After testing, I found that having more than one call to action was the best option. Placing one at the top, middle and bottom of the page was more effective than just one ‘call to action’ at the bottom of the page.
Some users tend to make a decision ealier than others, and being able to proceed to the next level with having to scroll down looking for the ‘call to action’ really made a difference.
Peter Watson
Business Trader
Started using a call to action phrase that sends people to the url to buy my products. Will see how that works over time.
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Ad Text Generator is a software that automatically creates Adword ads based on existing successful ads. In turn, these ads can be downloaded in your Adwords campaign in minutes. http://www.adwordsnuggets.info
For example, if a consumer is interested in financial services, effective keywords at the beginning of the buy cycle could be “financial planner.” As the consumer gets closer to making a purchase, effective keywords could be “get mutual funds” or “buy 401(k) plan.” It is important to be present during every phase of the buy cycle because if a consumer does not know you exist in the beginning, you most likely will not be able to get them to notice you during the call to action phase.