Best Practice Guide for Creating Effective SEM Ads and Campaign Messaging to Maximize Search Engine Marketing Campaign Results
Best Practice Guide for Creating Effective SEM Ads and Campaign Messaging to Maximize Search Engine Marketing Campaign Results
The 2023 Complete Beginner's Guide for Businesses and Content Creators
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One of the essential components of a successful search engine marketing campaign is the messaging in the ad copy and the content on the landing page. Compelling ad messaging and relevant call-to-action content drive SEM campaign engagement, improve CTR (Click-Through-Rate), and increase the conversion rate of a sale. Here are the top SEM ad messaging best practices to create high-converting SEM ad campaigns.
Top 5 Best Practices for Creating Effective SEM Ads and Campaign Messaging
#1: Optimize SEM Ad Messaging
Ad content and messaging are integral components of an SEM ad campaign. In Google Ads and Bing Ads, you are only given a certain amount of text for three headline titles and two lines of description text. So every word counts.
Google Ads Character Count Limits
- Headline 1: 30 characters
- Headline 2: 30 characters
- Headline 3: 30 characters
- Description line 1: 90 characters
- Description line 2: 90 characters
Word Choice Matters in SEM Ad Messaging
The max character count limits your messaging options quite significantly. So word choice becomes the critical success factor determining an ad campaign’s ability to engage potential leads and capture conversion. A good search engine marketing strategy will consistently test the messaging of an ad and try to achieve the best click through rate.
Top 3 Strategies to Create Effective SEM Ad Messaging
Strategy #1. Choose Relevant and Concise Words in SEM Ads
Choose relevant and concise words that are simple and easy to understand. Avoid overuse of jargon or abbreviations that could cause confusion.
Strategy#2. Use Actionable Words in SEM Ads
Use actionable words such as “buy now,” “sign up today,” and “call us today.” These word choices encourage users to take a specific action while the ad is still fresh in their minds.
Strategy#3. Apply Emotional Appeal in SEM Ads
Use emotional appeal that resonates with core audience sentiments. Base the ad campaign strategy on the core customers’ past behaviors, interactions, and preferences.
#2: Improve SEM Ad Messaging with Call To Action Statements
Create call-to-action ad messaging by identifying the core audience’s need, want, and pain points. Align the ad messaging to fulfill a demand or offer a solution to a common problem. Plan the ad campaigns by focusing on value-added benefit statements and call-to-actions that incentivize visitors to click through on an ad.
Here are examples of ad messaging with effective call-to-action statements.
3 Examples of SEM Ad Messaging Call-to-action Statements
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#3: Research Competitor SEM Ads and Campaign Content
Differentiating your ad messaging from the competitors can save you marketing dollars by avoiding unnecessary price wars. Search a relevant keyword about your business on Google, and check out how your competitors run their SEM ad campaigns.
How to Research Competitor SEM Ads and Campaign Content
Use SEM tools like Semrush to uncover competitors’ ad content and recent SEM campaigns. Understanding competitor campaign strategies help you better identify your own unique advantages. Keep them in mind when designing your ad content and messaging.
Semrush
Best for SEM Marketing-
Discover all the best keywords to target and bring traffic to your site through Semrush keyword research tool.
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Audit webpages and suggest ideas to improve SEM performance.
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Uncover all of the keywords and content in competitors'SEM strategies.
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Research competitors to uncover their display ads and SEM marketing campaigns.
#4: Enhance SEM Ad Campaign Copywriting
Pay attention to your SEM ad campaign’s formatting and layout. Make sure it looks good on landing pages via different devices, such as desktop, tablet, and mobile. The ad campaign could influence a prospect’s first impression of your business online.
Plan your ads with a balance of text and visuals. Avoid overcrowding the small pace with an overwhelming amount of content. Less is more when it comes to designing with limited space. Follow Google Ads Policies to make your ad campaign stand out in a good way.
Top 3 Strategies to Improve SEM Ad Campaign Copywriting
Strategy #1. Proofread the SEM Ad Copy
In addition to checking the spelling and grammar of an ad copy, avoid unnecessary symbols or inconsistent capitalization. Use free tools like Grammarly to help you proofread ad copies.
Grammarly
Best for Grammar and Sentence Improvement Structure-
Get real-time grammar and spelling correction online, through a browser extension, and on Word documents.
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Help guide the tone and voice of the content.
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Provide explanations on why words or phrases need to be revised.
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Improve writing over time with suggested grammar and punctuation recommendations.
Strategy #2. Images Matter in SEM Display Ad Campaigns
Images are the selling points in SEM display ad campaigns. Visuals can be eye-catching, quirky, or thought-provoking to improve visitor click through rate when you run a Google display ad. Use tools like Adobe Photoshop and Illustratorto help you create compelling visuals.
Adobe Creative Cloud
Best for Creatives, Photography, Design, Video-
All-in-one creative suite of photography, video, design, and user experience tools.
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Help businesses create, source, and publish content across devices.
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Desktop and cloud applications such as Adobe Photoshop, InDesign, Premiere Rush, Illustrator, and much more.
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Access to Adobe stock images, videos, and audio files.
- Because the software is cloud-based, you will always receive the latest updated version at no additional cost.
- One low monthly price to use 20+ Creative Cloud apps.
- Adobe Creative Suite is the industry-standard design application bundle for graphics, visuals, and videography.
- Require a significant learning curve to become an expert user of products like Photoshop, Illustrator, and Premiere Pro.
Strategy #3. Include Visual Separation in SEM Display Ad Campaigns
Consider leaving appropriate visual separation when creating Google display ads. Visual separation, such as proper spacing, brings more focus to the main content in the ad copy.
#5: Run A/B Testing on SEM Ad Campaign Messaging
Running an SEM ad campaign can get expensive. CPC (Cost-Per-Click) racks up to a significant amount and can quickly burn through the marketing budget. It is crucial to check and test your ad campaigns regularly and make sure you are not overspending or losing out on potential conversions.
A/B Testing SEM Ad Messaging Reduces Campaign Cost and Increases Conversion Rate
A/B testing is a great way to identify the best ad campaign strategies and test ad messaging for effectiveness. You can test one element or keyword at a time and narrow down which ad messaging or landing page content works best to convert a lead or a sale. Periodically test ad campaign elements until you find the version that generates the highest conversion.
Learn more about the best strategies to reduce SEM campaign cost and increase conversion rate.
Top 3 SEM Ad Messaging Categories to A/B Test for Better Click Through Rate
SEM Ad Messaging Category #1. Absolute Statement
- 100% money back guaranteed
- Guaranteed results in 30 days or full refund
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- Buy one get one free
SEM Ad Messaging Category #2. Comparative Statement
- Bigger savings
- Better results in 10 days
- Faster shipping
- Easier application
SEM Ad Messaging Category #3. Statistical Statement
- 20% off
- 33% more
- 4x stronger
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