Composing text ads for sponsored links that attract a qualified target audience to your website through Google's search network is a fundamental task in search marketing planning.
Sponsored links are paid results that appear in Google searches according to the keywords listed by the advertiser. They appear between the search bar and organic results or on the right side of the screen. They stand out in these positions and attract the attention of those searching.
Here are five tips for planning a sponsored links campaign effectively and achieving surprising results.
Highlight the Differentiators of Your Product in the Ad
If the market can be a blue ocean of new opportunities, nothing is better than a good ability to cohesively summarize important differentiators of your business for users.
When you write an ad, it should impact the user in a few lines with a clear message of your product's differentiators. For example, an ad aiming to sell a car might use hooks like "We Accept Your Car in Trade, Best Valuation for Used Cars, Free Shipping" to attract visitors to your page.
Be Cautious When Setting Up the Campaign
When creating your first sponsored links campaign, be patient. Define a few keywords and the region you want to target with some cities or states, depending on the coverage area you aim for, and as the campaign performs, adjust the budget and more complex segmentations.
Google Analytics Will Be Your Best Friend
Analyzing the numbers of a sponsored links campaign is essential for it to perform as planned – or even better.
Through Google Analytics, you can observe every metric, conversion or bounce rate, navigation pages, even if the campaign is being better received on mobile devices, in a certain age range, in a certain city, and so on, an infinite amount of data.
By cross-referencing this information, the advertiser can identify where to invest more or less, thus investing in the points that will guarantee the highest return.
Have a Good Landing Page
There is no point in setting up a sponsored links campaign without a good domain to direct the visitor who clicks on the ad. To take advantage of the functionalities of search marketing, you need to have a powerful landing page.
The landing page is the page where the visitor will be directed when accessing the ad. It should contain the differentiators of the company or the specific product being advertised, using persuasion techniques to convince the visitor to purchase it.
Count on Specialized Help
To develop both a good sponsored links strategy and a killer landing page, you can count on specialized help. Kaizen is certified by Google as a Partner agency, an honor awarded to agencies that demonstrate efficiency in creating and maintaining campaigns on Google.
Be sure you are investing in campaigns that will yield effective returns with the support of a specialized high-performance marketing agency. Contact us and request a quote to carry out a search marketing plan.