With search adverts, it’s not all about about bidding strategies or keyword match types, it’s about what we say, and how we say it.
When it comes to search adverts, it’s not just about bidding strategies or keyword match types. It’s about what we say, and how we say it. Here at BMON, it became clear to us early on that effective search ads conform to theories built up over 100 years of advertising.
A great place to start is with emotional headlines, which consistently outperform neutral ones. Whether it’s urgency, hope or relief, emotions help our ads stand out.
Then there are the classic advertising ‘triggers’ which we learned in college, such as scarcity, repetition, hyperbole or appealing to shared values. These have been shown to reach the part of our audience’s brains where decisions actually happen.
Nowadays, perhaps the most easily overlooked technique in ad copywriting is the old one of social proof. Whether it’s a quote from a customer or a 5-star review count, social proof builds instant credibility.
Finally, don’t forget clarity and incentives. Pairing keywords with ‘power words’ like exclusive, guaranteed or effortless energises the message. Focus on the benefits for the user and add an offer if possible. That’s what gets the click.