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lindagray

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Your ad copy can be the difference between a click on your ad and a click on your competitor’s ad. It’s important that your ad copy matches the searcher’s intent, is aligned with your target keywords, and addresses the personas pain point with a clear solution.

 

A search for “baby swim lessons” yielded this result. The copy is concise and uses the limited space wisely to convey their message and connect with their target audience.

The Swim Revolution knew to put the keyword in their headline so we instantly know that this ad matches what we’re looking for. The description tells us why this is the best option for swim lessons because it addresses the concerns of their persona — a parent looking to enroll their baby in a swim class.

They use words like “skills,” “fun,” “confidence,” and “comfort in the water” to ease our nerves about putting a baby in a pool and to prove to us that we will get what we want out of this class — an infant that can swim.

This kind of ad copy will get you clicks, but conversions will result from carrying this level of intention into your landing page copy.

Ad Extensions

If you’re running Google Ads, you should be using Ad Extensions for two reasons: they’re free, and they give users additional information and another reason to interact with your ad. These extensions fall within one of these five categories:

  • Sitelink Extensions extend your add — helping you stand out — and provide additional links to your site that offer users more enticing reasons to click.
  • Call Extensions allow you to incorporate your phone number in your ad so users have an additional (and instant) way to reach out to you. If you have a customer service team that is ready to engage and convert your audience, then include your phone number.
  • Location Extensions include your location and phone number within your ad so Google can offer searchers a map to easily find you. This option is great for businesses with a storefront and it works well for the search query “...near me.”
  • Offer Extensions work if you’re running a current promotion. It can entice users to click your ad over others if they see that your options are discounted compared to your competitors.
  • App Extensions provide a link to an app download for mobile users. This reduces the friction from having to perform a new search to find and download the app in an AppStore.

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