When you create Google Search Ads, your main mission is to capture the user's attention and get a click 🔊, to achieve your goal, sell a product, offer a service or connect with qualified leads. To make your ad stand out from the rest of the results, you need to write ads with attractive texts that get the user to click on your ad ☑.
One of the golden rules to capture the attention of your potential customer, who will be saturated with information and will dedicate a few seconds to each ad, is to include in your text a call to action, an expression that encourages the user to continue with the conversion process. Your ad will not only offer information, but will also guide the customer to the next action in the conversion funnel.
If you manage to write attractive texts with interesting content to arouse the curiosity of your potential customer and include a call to action, you will improve the CTR of the account, and consequently its results, making your investment in Google Ads more profitable.
The ad text, in addition to informing about the advantages of your product or service should awaken a sense of urgency in your customer and convey a sense of scarcity to get him to click as soon as he sees your ad. To do this, we recommend you to include in the description of the text expressions such as "Buy", "Visit", "Call", written in a way that connects with your audience so that they place their trust in your brand. Try also to complement them with words such as "Now", "Now", "Last Units", "Last Spaces", "For a Limited Time". We can assure you that you will notice the difference! 😉
Due to the current prominence of adaptive search ads, it is recommended to include several CTAs throughout the ad to increase the chances of at least one in the different combinations.
Here is an example of a way to include a call to action in a clothing store.
As a call to action we have in the description. "Find" and "Comer over."
We appeal to the feeling of urgency and scarcity with "This Weekend"..
Finally, remember that the call to action you include in your ad must be adapted to your user, to the search and to the moment in the conversion funnel. Try to use language that they can identify with in order to connect with them.
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Cristina Jimenez Gomez
January 11, 2024
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