You should test and experiment with different ad text strategies until you find what works for you and the specific message you're trying to convey. Here are a few ad strategies for common advertising goals.
Optimize ads for ROI
- Define a clear call-to-action. A clear call-to-action is especially important if your goal is to maximize your return on investment. Guide customers towards the action they should take once they reach your site (such as "Buy Flowers for Mom!" or "Order online today"). The call-to-action should reflect the action that you consider a conversion, whether it's a sign-up, a request for more information, or an actual sale. This makes your ad feel actionable and suggests what a customer can accomplish by visiting your website. Especially for ads on the Display Network, a good call-to-action will set the right expectation for users in various stages of the buying cycle.
- Relate ads to their landing pages. The destination URL you choose for each ad should directly relate to the product or service described in your ad. For example, if a realtor's ad highlights apartments for sale in London, the ideal landing page should feature available apartments for sale in London rather than the realtor's homepage. Customers are much more likely to buy if they don't have to search your website for what they're looking for.
- Filter out unqualified clicks. If you want to separate potential customers from those who aren't ready to buy, use descriptive phrases in your ad text. For example, if your product is high-end, you can discourage bargain hunters by describing your product as "Premium Quality" or "Luxury." Similarly, filter out users who only buy via phone by including something like "Purchase online." Words like "buy," "purchase," and "order" can also help ensure that ad clicks come from qualified customers who are ready to make a purchase.
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