What Makes People Click?

Whatever your business objectives, the primary objective of any ad campaign is to have brand visibility and get people to your Landing page. You may argue that visibility depends on budget, but whatever your budget is, getting the right kind of visibility and audience should be your priority.

Ads are a brand’s first touch point with a potential buyer and hence they should be used effectively. They serve 2 primary objectives:

  1. Attract potential customers with the right messaging at the right time
  2. Dissuade the wrong audience from clicking on ads

Here are a few things you could try to write more effective ad copies:

    1. Create tightly themed ad groups so that your ads are always relevant – This is one of the golden rules of campaign structuring and when done effectively, it can lead to a well thought out & planned structure. By clubbing closely related keywords together in an ad group, you ensure that your ad copy is too!
    2. Add as many relevant ad extensions as you can. But use them wisely – Ad extensions give users more reasons to click your ads. Use of extensions gives your ad added credibility with AdWords, which in turn means a better QS. Use sitelinks to be able to showcase different facets of your business & deep link to specific internal pages for added relevancy. If your objective is to drive online sales, adding location extensions may not help, but maybe a call out extension or a structured snippet giving more product information or USP’s to a potential buyer could help him convert sooner.
    3. Add your primary objective (CTA) and offers in your headline – This is one of the most important aspects of ad copy writing. Use of strong call-to-action helps direct your customer to the conversion funnel. Also, highlighting your product offers in the headline help attract and tip over the potential customers sitting on the fence. CTAs can also help dissuade top of the funnel consumers from simply clicking on your ads to find out more about the product/service instead of actually making a conversion.
    4. Check competitor ads for messaging changes – a lot of your sales depend on what your competitors are offering. Keep a regular check on your competition ads. In order to achieve the competitive edge, they may change a product offering or rates or simply change the overall ad messaging.
    5. Use the Display URL to add primary keywords to build relevance – the display URL should be used to help consumers understand where they will be taken once they click on your ad. If someone searches for Running Shoes for example, they expect to be taken to a page not with the full inventory of shoes but with shoes specifically meant for running. Doing this can also help the user take that decision to click on your ad faster. For example, for the keyword Running Shoes, example.com/SportsShoes may have a better CTR than example.com/RunningShoes.
    6. Generate a sense of Urgency with simple automated count down timers – This is a great way of utilizing the automation that Google lets you incorporate within your account. Addition of countdown timers is a very simple & easy way of building the sense of urgency for your customers. Clubbed with an offer, this can specially work extremely well for all e-commerce accounts across business verticals.
    7. Maintain/improve ad positions basis performance of keywords – It is not essential that all ads across accounts would always perform best at top positions. Users are now looking at ad content and select the most relevant result to their search term. Being at top positions does not guarantee a higher CTR. Test different ad positions and try and maintain the most optimal one for your ad group.
    8. The new ETAs from Google have an increased character limit to explore. The ads now have 2 headlines of 30 characters each & an 80 character description line. Utilize these character limits to the fullest. Use Special symbols like ™ or ® to showcase official sites. This improves user trust.
    9. Test! While all of the methods listed work across most of the accounts – they don’t always. Try out different variations of your text ads to see which perform best for your business. Try teasing a human mind (which can be easily manipulated!) with variations like “10% off” vs “$XX off”.


Whatever platform you may be advertising on, follow these tips to help you create effective ads that will assist you to bring in the right kind of audiences to your website.

Published by

Shweta Shroff

Shweta Shroff PPC Product Author Shweta has been a PPC fanatic since 2008 when she first laid eyes on the AdWords platform. She helped kick-start the PPC practice at Convonix, Mumbai and has since then helped grow the team exponentially. She has a Bachelors Degree in Computer Engineering from Mumbai University and is also Google Squared certified. She has extensive experience in managing clients globally & across multiple industry sectors like E-Commerce, Food & Beverages, Banking & Financial Services, Travel, E-Commerce, Real Estate. Being the resident expert at anything PPC, she has also led many training initiatives within and outside the company. Shweta also devotes her time to supporting other AdWords users on the AdWords community forum, with a Top Contributor status, as well as being an author at iPassExam. On the rare occasions that you do manage to catch her not solving SEM puzzles, you may find her sampling delicious food given her love for it! (She doesn’t share any, so don’t even try). She also loves long drives, sunsets, outdoor sports, trekking and lots of random doodling.