Today’s Tuesday Ad Text Tip is: position your ad copy to speak to where searchers are on their consumer journey.
Searcher psychology is a popular term here at Boost, and as you may remember, it refers to putting yourself in the shoes of the searcher. For example, what kinds of terms or phrases would a consumer include in a search query when looking for your good or service? What challenges are consumers looking to solve? When writing ad copy, put yourself in the shoes of your potential customer to help you target to a particular audience and make your brand stand out from the rest.
One way to ensure that your ad speaks to potential customer’s wants or needs is to consider what stage of the consumer journey they may be at when looking for the product or service that you offer. Are they looking to gain basic knowledge about a product or are they ready to buy? Rather than solely organizing your keywords by product category, consider grouping them by these three stages of the consumer journey.
Step 1 – Generate Awareness
The “awareness” stage of the consumer journey represents the top of the buyer funnel. At this point, consumers may be searching for more basic information. This is the point where you want to inform consumers of why they want or need your particular product or service by highlighting the benefits you can offer them. Research the consumer “scent trail,” or the words or phrases consumers are searching for, what their intentions are, and how well your ad copy speaks to these factors. You can use the AdWords Keyword Planner or Bing Keyword Research Tool to gain insight into what related keywords have the highest search volume and any other terms that consumers may be inputing in related searches. Because consumers are probably looking for more general information related to your business, it may be worth it to invest in broad keywords in your ad copy. Including calls to action like “learn more” or “contact us” will encourage potential customers to find the information and solution they are seeking through your ad.
Step 2 – Help Research
The “research” stage of the consumer journey describes the point where searchers are looking to make an educated decision about a product or service. The intention behind their search query is to gather in-depth information to inform their decision making process. Linking white papers, articles, or industry trend reports are great channels to provide customers with the data they are looking for and increase your brand’s credibility. At this point, consumers may be comparing brands to find the best price or offer. For this reason, showcasing the unique features of your product or services is an effective way to differentiate your brand for your competitor’s. Including customer ratings or testimonials in your ads will add social validation and credibility to your brand.
Step 3 – Ready to Purchase
The “purchase” stage of the consumer journey describes when the searcher is ready to buy. These consumers are already aware of the product, service or brand they are seeking so it’s important to reassure them that choosing your brand is the best decision. Including benefits like free shipping or a guarantee in your ad copy will help to reaffirm the consumer’s decision making process. You may also want to include your closest store location and hours to encourage customers to buy now.
Finally, the best way to fine tune the language that best speaks to consumers at each of these three stages is to continuously test your ad copy.
Here’s a a recap of today’s Tuesday Ad Text Tips:
- Step 1 “Awareness” – Highlight your product or service’s benefits, generate brand awareness and include helpful CTAs like “learn more.”
- Step 2 “Research” – Offer consumers more in depth info with links to articles or white papers, showcase your product or service’s features and include consumer ratings to make your brand stand out from your competitor’s.
- Step 3 “Purchase” – Help reassure consumer’s decision to chose your brand by including a guarantee or free shipping and feature your closest store location and hours to drive immediate in store purchases.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.