Listing ads, which are displayed in conjunction with user search terms on search engines such as Google and Yahoo!, are effective in attracting target customers to your website and converting requests for materials and inquiries, thereby acquiring potential customers. There is.
In order to make listing advertisements effective, advertisement text plays an important role along with search keyword selection. This time, we will introduce the key points when creating advertising text for listing advertisements.
What is a listing advertisement? Explanation of the differences from display advertising and precautions when operating | MarketTRUNK
Scope affected by the advertising text of listing advertisements
By changing the ad text of your listing ads, you can improve your click-through rate and conversion rate. If you can anticipate what users are looking for based on their search terms and appeal to them appropriately in your ad text, your click-through rate will increase, which will ultimately lead to an improvement in your conversion rate.
Google Ad text consists of a headline, description, and ad display options.
① Heading and description
The number of characters is 30 half-width characters for headings (15 full-width characters), 90 characters for half-width characters (45 full-width characters) for explanations, and the number of characters that can be registered is up to 3 for headings and up to 2 for explanations. However, the items registered as the third heading and the second descriptive text may not be displayed.
② Advertisement display options
Ad display options include the following: You can expect a synergistic effect by writing down points that cannot be covered in the headline and description here, along with each ad display option.
- Sitelink display option (display the link below the ad text)
- Callout display option (can be added to headlines and descriptions to appeal)
- Structured snippet display option (display a list of product/service features)
- Price display option (display usage fees)
- Promotion display options (display campaign information)
We recommend creating ad text based on the persona and customer journey of the user entering the search term. In addition, by keeping in mind the key points when creating ad text, you can further increase the effectiveness of your listing ads.
6 points for writing advertising text
We will introduce key points for creating ad copy that will lead to improved click-through rates and conversion rates, regardless of the product or service.
① Enter the search keyword
Enter the registered search keyword in the heading. Users do not read word-for-word the listing ads displayed in conjunction with their search terms. Just recognize it intuitively.
At that time, if the search term appears in the headline, the user may realize that it may be the information he or she is looking for and may click on it.
② Enter specific numbers
Not limited to listing advertisements, by including specific numbers, it becomes easier to convey the goodness of your product or service to users. It is best to express the strengths of your product or service numerically as much as possible.
③ Matches the landing page
It is important to match the content with the destination landing page (website). If the content is different from the ad text, users may decide that the information is not what they are looking for and leave the landing page.
④ Put parentheses to make it stand out.
Google Ads allows you to use parentheses such as [ ]. In Yahoo Ads, only parentheses [ ] can be used. By surrounding the words you want to stand out in parentheses, it will be easier for users to notice.
⑤ Balance of kanji, hiragana, and katakana
Advertising text that is full of kanji is difficult to read, and the content of the ad cannot be read instantly. Creating sentences with a good balance of hiragana and katakana will make the entire ad easier to read.
⑥ Enter the evaluation points of the introducing company
By incorporating the points of products and services that have been evaluated by companies that have introduced them, you can appeal from the user’s perspective. In fact, the user’s words are easier for users to relate to, and they will want to click to find out more information.
Points to note when writing advertising text
Here are some points to keep in mind when creating ad copy.
① Comply with the policy
Ad text must be created in compliance with the policies defined by Google Ads and Yahoo! Ads. If there is a possibility that your ad violates the policy, it will not pass the ad review and you will not be able to operate the listing ad.
Google Ads Policies – Google Ads Policies Help
Advertising standards: Table of Contents – Help – Yahoo! Ads
② Is there any duplication of expressions?
Check for duplicate expressions in the headline and ad copy. If the same expression is repeated, it is not appropriate as an advertisement.
How to create effective advertising text
Effective advertising text does not have its pros and cons. We create effective advertising text by continuously operating the PDCA cycle.
① Research search queries
By looking at the words actually searched by users (search queries) that led to clicks and conversions, we will use this information to create ad text. You can understand the most common needs of users from frequently searched words, and you can also see changes in needs from newly searched words.
② Research your competitors’ advertising text
It is also effective to look at your competitors’ advertising texts and incorporate them into your advertising texts. When looking at competitors’ advertising text, we look at the target, appeal axis, appeal points, and wording.
For example, you can see whether they are promoting the strengths of the product or service or the effects of introducing it.
Also, by checking whether the company name is included in the advertisement text, you can understand whether the company is taking advantage of its name recognition.
③ Perform AB test
We prepare two patterns, A and B, and conduct an AB test, comparing the results such as click rate and conversion rate. By repeatedly conducting AB tests and verifying the results each time, you can accumulate knowledge such as the content of appeals that are likely to produce results.
What is AB testing? Easy-to-understand explanation of how it works and how to use it | MarketTRUNK
responsive search ads
The key points for creating advertising text for listing ads that we have introduced so far are based on expanded text ads. In fact, it has been announced that from June 30, 2022, you will no longer be able to create or edit expanded text ads for Google Ads.
We recommend moving to responsive search ads instead of expanded text ads. For responsive search ads, you can register up to 15 headlines and up to 4 descriptions, and the ones displayed will be automatically combined and delivered.
It automatically displays a combination of headlines and descriptions that are highly relevant to the user’s search terms, resulting in a higher match rate between the search terms and the ad text, increasing the number of impressions and increasing the chances of clicks and conversions. .
When creating ad text for responsive search ads, the key is to avoid using similar words and create something unique.
About responsive search ads – Google Ads Help
summary
- By changing the ad text of listing ads, you can improve click-through rates and conversion rates.
- By including registered search keywords in the heading, users will recognize the search words displayed in the heading, realize that it may be the information they are looking for, and click on it.
- It is also effective to look at your competitors’ advertising texts and incorporate them into your advertising texts. When looking at competitors’ advertising text, check the target, appeal axis, appeal points, and wording.
- When creating advertising text for responsive search ads, it is important to avoid using similar words and create something unique.