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The basis of any advertising campaign in the search engine is the advertising text. It is often ignored by the user viewing the ad because it does not meet their expectations. The same is true of Google’s algorithms, which prevent ads from showing poor quality text if at the same time they can show better content from another advertiser.
Admittedly, creating advertising texts is not as easy as it may seem. At the very beginning, you should answer the following questions: what are our advertising goals, what do we want to achieve with them? In the article below, I will share a few tips that will help you create correct, but most importantly effective, ad texts.
What conditions should a good advertising text meet?
Gone are the days of one or two ads appearing in the search engine – nowadays, it’s usually three or four (the minimum). How to create them to be effective?
First, make sure your ad gets a potential customer’s attention and then entices them to click and go to the landing page. Second – it must be adapted to Google’s algorithms. The smaller the adaptation to the evaluation algorithms, i.e., ad quality score, ad CTR, landing page quality score, the less frequently the ad will be displayed.
Therefore, Google Ads advertising texts should meet two overarching conditions: be useful and encouraging for the user and be adapted to Google’s algorithms, which will allow you to be displayed in a good position and generate a cheap click. And it is these assumptions that should accompany us when creating texts that will be used in an advertisement.
How to create good text for a Google Ads ad?
When creating your ad text, you should pay attention to the link: keyword → ad content → landing page content. This means that the keyword you add in campaign targeting must also appear in your ad text and on your landing page. In simple terms, the ad’s text is intended to apply to the phrases on which it is displayed and to the content on the landing page.
An expanded ad consists of three headings – 30 characters each – and two lines of text – 90 characters each. To maintain high-quality scores, remember that all these spaces should be full. The system will accept an ad with two headings and one line of text, but it will have no advantage over an ad with three headings and two lines of text.
At this point, it is also worth noting that the search engine can display an ad with two headings and one line of text – even though two lines of text are filled in. This is because Google itself selects the texts that it will show to the user at a given moment.
There is also a flexible ad in the search engine, consisting of 15 headings of 30 characters each and four lines of text of 90 characters. In short, it consists of the fact that the algorithm selects the headings and lines of text that it will just display from the uploaded resources. It does so based on historical performance and predictions of which variant is most likely to be clicked by a given user.
Flexible advertising is recommended in situations where the order of text fragments displayed in the ad is of little importance. If, on the other hand, we want to have 100% control over it, it is better to use standard, expanded advertising.
The full character structure is one thing, but another, no less important issue is filling the character limit. The obvious thing is that it is not always possible to construct a phrase or sentence so that the space allocated to the text is fully used. Then the recommendations come in handy, including:
- headers with a minimum of 23 to 30 characters ;
- text lines , from a minimum of 75 to 90 characters ;
Not using character limits is a waste of the potential of the message we want to convey. So it is worth remembering about the upper limits – 30 and 90 characters, and the fact that the free space can be cleverly used – for example, by smuggling the necessary keywords there.
The content of the ad
Ads should have a clear and specific message. A short description of the characteristics of the products or services we want to promote will allow us to answer the user’s query entered in the search engine. A good solution is to add information about current promotions in the ad – if there are any. Another interesting practice may be to present what makes our company stand out from the competition. To clarify: if we have low prices or speedy delivery – let’s write it.
Before starting the campaign, you should consider what distinguishes the promoted product or service from others available on the market. It is also worth entering keywords in the search engine to check how the competition communicates – what phrases they use, what works for them, and what could be done better.
Calls to action or CTA (Call to Action) buttons
Showing the user a specific action – “Buy now,” “Check,” “Learn more,” and many, many others – can significantly facilitate his interaction, prompting him to perform an action specified in the ad. Your ads’ CTR – the click-to-impression ratio – is typically higher than for ads that don’t have these returns with a call to action. So let’s use them.
A recommended solution is also testing different variants of CTA buttons. By making simple A / B tests, you can easily deduce the effectiveness of individual phrases.
What not to use in ads?
We must remember to include only the most important content in the ad. We should avoid snippets that are of no use to the user – they tell him nothing. For example: adding the fragment “Sp. z o. o. ”next to the company’s name in most cases is simply a waste of space for more interesting text.
Another important point here will be that the use of a competitor’s name in advertising is prohibited. Even if Google lets it pass, the advertiser may have problems after reporting such practices. Sometimes it ends with a simple e-mail with a reminder from competitors, but it can even result in a lawsuit in extreme situations.
Similarly, some of them are not allowed with proper names, and such advertising will not pass. In other cases, it can be limited – which means it will be displayed far less often than the keyword’s potential indicates. To illustrate the situation: when we use the word “Facebook” in the content, a problem is likely to arise. However, when we change it to “FB,” everything will be fine for the algorithm.
After launching the campaign, the campaign requires constant control – monitoring of advertising is essential. The basic indicators that allow us to evaluate its performance are the number of conversions, clicks, and CTR level. Of course, we can also use slightly more advanced statistics:
- Lost share of search impressions (ranking) – statistics available at the campaign level, expressed as a percentage. A large percentage indicates that the quality of advertising in a given campaign can be improved;
- Quality Score – Statistics available at the keyword level. A low score on a scale of 1 to 10 indicates that your ad may need to be edited in the content for that keyword.
When creating advertising texts, it is worth following the framework mentioned in the above article. If we combine this knowledge with experience and the ability to adapt to the intentions of the search engine user, we will certainly be able to plan an effective advertisement. Before creating advertising texts, it is worth remembering both about meticulous preparation and monitoring of active campaigns.
We work in the Media department as SEM / PPC Specialist. He has experience in creating and running Google Ads, Facebook Ads and LinkedIn Ads campaigns. We co-creates strategies for marketing activities, making offers, media plans and estimates. It implements paid campaigns and deals with analytics.
The language of benefits in copywriting
Copywriting is an important element of the sales process. Its main goal is to sell the product by attracting the attention and interest of the recipient with the content. A good copywriter knows SEO rules, analytical tools, and sales psychology. He creates content, including flyers, social media posts, advertising slogans, advertising spot scenarios, or newspaper articles. For many tasks, he must also use the language of benefits.
You don’t know what the language of benefits is, let alone how to apply it? Relax, it has certainly been used by you more than once, and you don’t even know it. In the article below, we will introduce you to the language of benefits in copywriting and tell you how to use it effectively.
What is the language of benefits?
If your goal is to write this way to sell more, you should find out what the language of benefits is. It is nothing more than a method of communication in which, instead of highlighting the features of a product or service, you emphasize its benefits – everything that the customer will gain after the purchase. If he doesn’t, he will feel a shortage, and the need will not be met. Salespeople or just copywriters very often use this important technique. It creates a unique product quickly and easily – the benefits of its purchase are clearly presented and fit into customer expectations.
Therefore, when using the language of benefits in copywriting, we do not focus on the product but the recipient because it mainly influences the consumer’s emotions related to the senses.
Why is it so important? Effective selling with words is to make recipients aware of the benefits they will receive after the purchase. The best way to do it is to use this method of communication. By speaking the recipient’s language, you offer them everything they want to hear. Thanks to this, you also know how to reach it effectively.
Feature and benefit
A feature is an element that characterizes a given object and can be assigned to it. It is a physical property of an item or service. It distinguishes an object from others, gives it appearance, properties. A great example is the description of the camera. Its feature will be video recording in 4K.
A benefit is a positive result obtained by a customer by using a specific service or product. It is directly connected with the need that must be satisfied. Continuing the example with the camera, the benefit of buying a camera with a built-in 4K video option will be the highest quality of the recorded image.
Do you see the difference? The feature shows what the product really is. On the other hand, the benefit relates to the needs, which is why it sells the product and gives the customer an incentive to buy it.
Features and benefits are related, but there is still a significant difference between them (not only in copywriting) that sometimes becomes blurred. So why are they so often confused?
The reason may be that copywriters spend hours analyzing the target group’s needs and describing the product/service from their own perspective. Consequently, they know them so well that they automatically create benefits from the features – they do not focus on the characteristic features but the advantages obtained after purchasing them. On the other hand, it is more difficult for the customer to extract the key features from the text on his own than if he read them listed in the table.
Some marketers believe that the more time they spend preparing a product feature, the more value it will have for them. Meanwhile, the potential customer is not interested in the preparation time of a given product element. It does not pay attention to it and expects a clear and clear message.
It is important to both present the features and benefits of the purchase. Features are needed – they are the basis for determining the benefits. However, one should answer the question: how to write a good text that will sell, and at the same time, combine features and benefits?
How to write in the language of the benefits?
As already known, to effectively and accurately write about benefits, you must constantly empathize with the buyer. Think about what you would like to hear in the place of the recipient of the message. Here are 4 tips on how to effectively highlight the benefits of the aforementioned features:
# 1 Write specifically
Don’t give the client time to be uncertain. Use bold statements to make sure the recipient gets exactly what they want. Do not stuff the text with additional statements that do not add anything. When you have a new bike to offer, you can write, for example: “The new brakes will provide you with greater safety, so you will feel more confident riding our bike.”
# 2 Write directly to the customer
Don’t create generic messages, but one that is targeted at a specific audience. The use of a feedback form is necessary for copywriting. This will increase sales as the customer will feel special. For example, instead of saying: “I offer many new bicycle models,” write: “Here you will find one of the latest models of bicycles.”
# 3 Be truthful
Don’t promise the proverbial willow pears. If the product doesn’t meet the benefits you described, the recipient will feel cheated. For example, you can’t promise that your company’s bike will make the customer win the bike marathon, but you can say that: “The new bike will give you new successes.”
# 4 Justify
You present features and benefits, but how about describing the situation more? If you try to justify the message, it will become more persuasive. Provide specific evidence that supports it. For example: “According to a study by ABC, it has been proven that using a bicycle with working brakes saves lives up to 20% more often.”
See how it works!
Let us analyze 4 examples of the use of the language of benefits in copywriting.
# 1. Do it today
In the case of the robotizes. pl home page, we can see clearly emphasized benefits from the entire text: “stop putting off tasks and start achieving your goals.” The text appears as enlarged font, then it is bold and additionally underlined in pink. It looks clear and eye-catching. The feature, or “7 logically related modules,” is preceded by an advantage. Words are also bold but blend in more with the rest of the text.
# 2. BRAND24
In the case of brand24.pl, at first glance, we notice the presented features: “The most reachable authors” and then their benefits: “Find influential profiles and establish cooperation, exposing your company to a new audience.” The feature itself does not explain that much, but the description of the benefits is quite the opposite – it briefly and concisely presents what a given product offers.
# 3. SEMSTORM
The semstorm.com site in the foreground demonstrates the feature of its service: “Keyword Suggestions” followed by the benefits: “See what your customers are actually looking for.” There you will find a short description that contains all the necessary information. It justifies and more broadly presents the real advantages of using the service.
# 4. Impuls Net
The Impuls Net brand welcomes you to its website and presents the language of benefits. It is included in the text: “Your success is our success.” In this case, the service features are not listed, and it is not wrong because the customer is motivated to take a closer look at the offer thanks to the language of benefits.
In short, using the language of benefits in copywriting is very helpful if you want to increase your sales. You must know that even the best qualities will not tell you as much about an object as the language of benefits will tell you. When talking to a potential customer, you want them to understand that the product they are interested in is the only one on the market. Therefore, out of the multitude of messages that attack him, it is your offer that has a chance to reach him. You will do this with the language of benefits.
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