The Internet has permeated so much into our society. The fact that people from almost anywhere in the world can log into the Web has made the world smaller and more familiar somehow. 

This interconnectedness has also opened up opportunities in different fields like education, healthcare, and business. Companies big and small are now leveraging online marketing to reach a broader audience.

There are many different types of digital marketing, and they’re often used in conjunction with one another. It’s rare, if ever, for marketers to just employ one since these types have elements that link them. For example, Content marketing is often paired with a search engine optimization (SEO) to ensure that a website reaches the top of Google results pages.

If you’re a small business owner, online marketing is also an excellent way to draw more eyes to your products ⁠cheaply and quickly. What’s even better is that you can use tools to advertise online for free.

However, if you plan on doing pay-per-click (PPC) marketing, there are options that won’t require you to spend a fortune. 

Google Ads (formerly known as AdWords) allows you to reap the benefits⁠—whatever your budget. This powerful advertising tool enables your brand to reach people with specific interests. It also has features that let you control your costs, manage your campaigns, and measure your success.

Challenges with Google Ads

Google Ads is a great tool in itself, but that doesn’t mean it comes without any challenges. 

For one, the character limitations can make writing ads extremely frustrating. 

There’s much more pressure when you only have 25 characters for the headline and can’t use certain words like click. Getting noticed among the many other advertisers you share space with can be challenging.

Coming up with the right keywords to test can also be challenging. Keywords are what Google Ads uses to target users searching the Internet for products or services like yours. That said, you have to include them in your ad copy. 

But they need to be relevant and competitive (high search volume). So you should invest some time researching which terms best suit your business before setting up a Google Ads campaign. You can use free tools to do the keyword research and hire an experienced PPC agency to do the rest.

Finally, there’s this need to constantly update the content on your website. 

Google loves fresh content. The more frequently you publish new blog posts, the better. Put out new articles weekly if you can’t do it daily. When topics are hard to come by, put a new spin on a write-up from a year ago.

Remember, these articles have to be long too. That’s because good old plain text converts much better than pictures—click here to see our new collection accompanied with links won’t get you anywhere.

Writing Supereffective Ads

Overcoming the first challenge mentioned above can be easier with a little help. So here are some ways you can craft Google ads that will deliver the desired results.

Understand the Visitor’s End Goal

A lot of the competition utilize dynamic keyword insertion (DKI) and bidding on similar keywords. Many of their ads say the same thing as a result of this.

Since this strategy is quite prevalent, it’s easy for you to get caught up and lost in the mix. Doing so will hurt your chances of getting that click. 

So how can you stand out?

Know your customers’ end goal. Understand what people ultimately want to accomplish with the help of your product or service.

This is the secret to writing an ad that stands out from the sea of others.

Ensure Your Ads Are Current

Certain marketing strategies may be more effective when they are implemented immediately after a certain event has occurred.

When creating Google ads, it’s very important to be current and timely. This means ads that revolve around recent events will get more eyeballs and interest than those about an event or trend that happened six months ago.

Make It Personal

There is a danger that words such as we, us, me, myself, and I may sound self-serving and distract from the customer’s needs. They can also hurt your chances of getting a click and have been shown to negatively impact landing page conversions.

Take a cue from freelance advertising copywriter and on-call archaeologist John Kuraoka: 

The second-best word is you. The best word is the customer’s name.

How can you craft Google ads that use powerful words like you to enhance ad performance? The trick is to find opportunities to include them in your headline or first description line. And as always, lead with benefits.

Trigger Loss Aversion by Using Countdown Timers

Rather than being motivated by the idea of gaining something, people are more motivated by the idea of losing out. This is more commonly known as loss aversion or fear of missing out (FOMO). In marketing terms, it refers to people’s tendency to strongly prefer avoiding losses to acquiring gains.

Loss aversion can be a powerful way of boosting your Google ads’ click-through and conversion rates.

How do you inject a little FOMO into your ads?

Google came out with a countdown timer that you can set within your text ads. You’ll need to add a little snippet of code inside your headline or description. Once it’s triggered, it will notify customers of special events you might have, like sales or new product launches. Depending on your target audience, there are options for a local or global countdown.

Test Your Heart Out

You now know what it takes to create a supereffective Google ad. Your competitors are likely worrying about a thousand other things. So there’s a chance that writing better ads might not even be on their radar.

Start testing today and do so constantly. In time, you can churn out ads that perform brilliantly and bring your conversion numbers up. 

Final Thoughts

The Internet has provided not only a level playing field for all types of entrepreneurs ⁠but also a means to reach more potential customers, all at reduced cost and in a much shorter timeframe. 

Nowadays, employing two or three digital marketing types is common when promoting products or services online. In addition, hundreds of free tools are at the disposal of both digital marketers and business owners. 

However, for those that prefer to target a niche audience, there are things like PPC, which is what Google Ads is. Creating an ad that works well can be challenging. But with a bit of insight, it is doable. Understanding your visitor’s end goal, triggering loss aversion, personalization, and testing are just some ways you can create supereffective ads on the Google platform.