Welcome back to our Improve Your AdWords series. I will be looking at optimization techniques for ad copy once again but this time with specific reference to the use of calls to action in your ad text.
What is meant by call to action? It’s a term used to describe the use of imperative verbs or phrases that encourage Joe-Browser to follow a particular and desirable course of action on your website. For example, calls to action like “Buy Now!”, “Book Online Today!”, and “Sign Up Today!” tell users to take the action you value most once they reach your landing page.
A clear call to action is important for campaign managers operating a conversion focused AdWords campaign. Particularly, if they want to maximize their return on investment.
Let’s have a look at some ads up now:
Example #1: iPhone Accessories.
My search query was “iPhone Accessories”. The ad below was the pick of the litter.
Great call to action used in conjunction with a special offer and a price point. I like price points because they let people know immediately what they can expect. I might have used an exclamation point at the end of the call to action but no big mistake. In fact, my only real concern with this ad is the inconsistent capitalization. Otherwise, it is fantastic.
Example #2: Food Delivery.
My search query was “Food Delivery.” I selected one below.
An interesting series of ads came up for this query. All three of the large national pizza brands had followed each other onto this keyword. I’m sure their conversion rate is lower than more specific keywords but no doubt still worth it. All of their campaigns are well-managed though and all of the ads contain a solid call to action. The ad for pizzahut.com.au wins though. It contains an attractive special offer whereas the other two contain cute corporate branding phrases (not the best for direct response marketing). I’m not going to pick on their lack of keyword density because they have the advantage of brand strength.
Other interesting stuff.
There is a side-benefit. We have demonstrated through numerous split-tests over time between ads with calls to action and ads without, that ads with actionable imperatives have higher click through rates for the vast majority of the time. We attribute this to the sense of accomplishment provided to the browser. They feel like they are getting somewhere with their query when they click on an ad with a clear call to action.
The most important consideration when you have selected your Calls to Action for AdWords is the landing page that it arrives on. If the landing page does not also contain your chosen Call to Action then you are doing it wrong. You must reinforce your message and ensure the Joe-Browser does not lose his way. For instance, your ad mentions “Order Online Today” but you take them to your newsletter registration page. Don’t do that.