There are several indicators that need to be considered while working on an AdWords account but at the end of the day everybody cares about the final result, which can be quantified using both the conversion rate and the total number of conversions.
The conversion rate and the number of conversions are influenced by many factors and the advertising message is definitively one of those.
Why is the advertising message important?
√ It filters search queries based on some key parameters for your business: let’s suppose you sell airplane tickets to New York. If your minimum price starts at $450, you can write it as part of your advertising message in order to not spend the cost of the click for people that are not willing to pay that price.
√ It needs to capture the attention of your target audience: What are the benefits and the key features of your product / service? You need to display the most relevant in your advertising message in order to let people notice you. If you have more than one strong benefit, try to test different advertising messages in order to analytically pick a winner. Please note that this doesn’t mean you should not include the totality of benefits and features on your website / landing page.
√ It is the first form of comparison to a competitor. Once a person looks for something on a search engine he / she might not know much about your company or your competitors. Your advertising message can be seen as the first form of contact with a new client. This means you should carefully strategize the content of your advertisement to maximize your results.
Summarizing, your advertising message should include a captive title, a feature and a benefit of your product / service. The advertising message needs to stand out from those of your competitors and it should be clear and trustworthy.
There is another fundamental aspect you should not forget. Once a person clicks on your advertisement, he / she should land on a page that actually confirms and strengthens that stated in the advertising message.
If that is not the case, you will lose credibility and most likely a client.
What boosts the conversion rate of your advertising message?
√ Features of the product
√ Benefits of the product
√ Special offer or other relevant information
√ Captive title
√ Different and unique (from the advertising messages of your competitors)
√ Coherent with your landing page
√ It shouldn’t mislead users
√ Continuous split testing of different advertising messages.