Google ad copies can use insights, product USP to improve click-through rate

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 12, 2021, 3:58 AM UTC

Use relatable and everyday language and avoid industry terminology to drive click-through rates (CTRs) in pay-per-click (PPC) campaigns.

Brands can use principles from human psychology to create Google ad creatives that best attracts consumers and improves CTR. Leverage context from Google and Bing's autocomplete search results to craft informative and compelling ad copies.

Highlighting limited-time deals or inventory, as well as establishing a unique selling proposition (USP) helps differentiate from competitors and creates a sense of scarcity. Companies should exhibit attributes that are diametrically opposite to their competition, to become market leaders.

To expand reach, it's recommended to use insight tools to write copies that address the demands of the target demographic and show empathy through ad creatives. Create focused ad copies aligned with consumers’ needs and include interesting facts and figures to justify the ad and drive sales.

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