I’m not usually a big impulse shopper, but when something catches my eye, I’ll stop and look at it more closely—whether it’s a wacky cereal box, crazy nail polish color, or my dog, Ada.
Because online shopping is the only shopping I like to do, that was naturally the way I found Ada. I didn’t get her from a breeder, but from a website that features unwanted animals from shelters across the U.S. And just like with pay-per-click (PPC) ads, when you search that pet adoption site, you see results with a very short description, which includes the location, breed, size, and age of each dog.
Unlike most PPC ads on Google, however, the short descriptions were accompanied by a picture.* While I was searching, I only clicked on the dogs that instantly caught my eye—because that’s how I shop. With my strategy, however, I could have missed out on a great dog. Who knows . . . one of them could have known how to cook dinner, locate large sums of money, or run the vacuum.
The point is, I didn’t spend time clicking each ad to learn more because many of the descriptions and pictures just weren’t that interesting. I have plenty of other things to do with my time than read a ton of lengthy copy. And the reality is, my online shopping mentality—from clothes to dogs—is the same as typical Google users who are searching for their next purchase.
The moral of the story? It’s crucial that your PPC ad quickly grabs the attention of your potential customers.
In PPC, your ad is sandwiched between other ads. Is yours interesting enough to make someone click? Although you might have an amazing product—and an even better deal—if you can’t get customers to your page, they’ll never know about it. As a PPC Manager, I spend a great deal of time making sure that I use the 130 characters wisely—because if my ad isn’t eye-catching within a few seconds, those 130 characters will mean nothing.
If you have ads in your PPC campaigns that have low clickthrough rates or poor overall performance, it’s probably time to take a look at your ad copy. Assuming that your keywords and ads are relevant, creating more persuasive, targeted ads might just be the way to teach an old dog some new tricks.
*Please note: This ad format is available with product extensions.
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