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Low Sales? Maybe It’s Your Ad Copy

Boost Conversions with Better Ads

By Rachel Anderson

You might be puzzled by ads in top positions, triggered by targeted, relevant keywords with no great click-through rates or conversions to show for it. There’s not a problem with your keyword research; it’s your ad copy! For all the amazing qualities of your product or service, the way you’re selling it may not be so inspired. Let’s look at 5 ways to get your ads to sell.


The Headline

This is the “make it or break it” part of the ad. If your headline doesn’t interest people, the rest of the ad will be overlooked.

  • Try asking a question. “Need a Vegas Vacation?”
  • Appeal to searchers emotions. “Warning…” or “Treat Yourself to…”
  • Use number or percentages. “75% Sale Today” or “Buy 1 Get 1 Free”
  • Anticipate user intent. “NY Bagels- Order Online”
  • Include an Offer. “Free Shipping” or “Free 30 Day Trial”

Features vs Benefits

Features are great; 200” flat screen, light-weight, rotatable stand… But don’t forget to list the benefits as well! What’s a benefit of having a 200” tv? Throwing huge Super Bowl parties or movie nights for all your friends. Perhaps making those friends jealous?? Features are very important at the beginning of a searchers buying process but benefits are more likely to help them seal the deal with you over one of your competitors.

Address Concerns Upfront

Is your product expensive or new? Maybe it’s something people aren’t sure they want to risk throwing money away on. Anticipate concerns potential customers may have with your product or service and establish trust and credibility upfront. Include information about a risk-free trial or 60-day money back guarantee. Maybe link to a Q&A page. Include a phone number for people to call and discuss the product or service with.

Test Everything

It’s easy to look at your newly crafted ad and imagine that nothing could outperform it. Well, be proud of your work but let the data choose what works best. If you have a new headline, test it against the old one. New offer? Test it against the old one. There’s really no way to know what will work best until you test it.

Use Power Words

It’s great to include keywords and phrases that match up with those searches use when looking for your product. This increases relevancy and can positively impact click-through rates. In additional to using keywords and phrases, there are certain “power words” that have proven to inspire action more than others. Copyblogger has complied a list of The 5 Most Persuasive Words in the English Language.

They are:

  • “You”
  • “Free”
  • “Because”
  • Instantly”
  • “New”

Use these 5 tips to improve your ads and see click-through rates and conversions take off! There are many more great ways to improve ads than what I’ve listed above. What ways do you improve your ads to increase conversions?

Rachel Anderson is a Pay Per Click Advertising Strategist at She loves helping companies be successful online by defining target markets and creating the most relevant, appealing ads. Off the job she enjoys photography, good food, the outdoors and family time.