Copy writing for paid search

by Harvest Digital

Principles of search copywriting

Creative is King! On the face of it, search is a pretty drab playground for a copywriter. You have very little space to work with – normally fewer than 100 characters is the norm. Worse still, your ad is surrounded by competitive ads – often all screaming very similar messages.

Two things bring the playground to life. The first is the speed with which data comes back from search marketing – and the second is how easy it is to set up split tests of different copy. In fact the best policy is to set up at least three or four creative per ad group, and then see which one performs best.

Google’s editorial guidelines for search listings say that you should use the limited space you have for concise, informative language that sets you apart from your competition. Easier said than done?

Ideas to help make your ad stand out

X-channel Unification

Got a great offline or x-channel strapline? Use it as your headline – none of your competitors can do that.

Use seasonality

“Don’t wait for the cold snap to get your winter coat.” “Give your finances a spring-clean”

Use time limited offers

If the discount only runs through July, or while stocks last, point that out. It’s a great reason for the searcher to click your ad.

Get under the skin of the customer

Who is the most likely person to buy your product? Write for them: “Had a new baby? It’s time to think about life insurance.”

Test dynamic keyword insertion

This is a great tool that lets you automatically insert the search term matched against a user’s search into your copy. Normally ads that include the search term will perform better because they can be more targeted to individual consumer needs.

Test regional copy

If you are targeting a location, use that in your copy. “Lowest car insurance prices in Liverpool”. This has wider benefits for MSN where the Quality Score is given uplift for increased relevance!

Test time / day specific copy

You may be choosing to show your ads on certain days or at certain times of day. Don’t ignore the creative possibilities: “Phew, it’s Friday!”

Ask a question

You probably don’t have time to spell out all the benefits of your products – but you can always ask a question instead. “Why is Xendoc rendering better?”.

Be emotive

“Mother’s Day Gifts” versus “Don’t forget Mother’s Day”.

Choose the right call to action

Even tiny differences in call-to-action copy… ‘Find out more’, ‘Enter now’, ‘Buy now’ or ‘Sign up now’ can all make a
difference.

Is it for a specific audience?

Minimise negative clicks by making it clear: “Great deals for business users”. This can be expanded for negative qualifiers; i.e. for a secured loans client you might say no tenants, homeowners only or mortgage payers only. From our research mortgage payers only has much greater results in the quality of traffic received as tenants often think as they live in a home that would qualify them for a loan!