Whether or not you believe in love at first sight, as a home improvement business marketing online, you do need to believe in first impressions.
Every time your business shows up in a search result, social media share or PPC ad, it’s a chance to woe a consumer, persuading them to click through and get to know you and your products better.
Trite (or just plain bad) pickup lines don’t typically open the door for potential romantic relationships. In the same way, poorly crafted PPC ads don’t endear you to homeowners in need of window and door and window treatments services or products.
Follow some of these tips to create attention-grabbing PPC ads that get people to click:
1. Don’t Be Vague
You don’t have much space, so make it count. Choose one strong feature/benefit of your service and pair it with a direct call to action so consumers know what to do. Often, you’re prompting them to click through to learn more.
Don’t be vague and don’t try to mimic what everyone else is doing. Find the images and words that work for your business and your audience.
Ads are like dating profiles this way: Someone searching for a potential romantic interest probably already saw dozens of profiles for people who didn’t leave a bio or included clichés such as long walks on the beach. Those that stand out from the crowd get more engagement — in dating and in online home improvement marketing.
2. Create Content Specifically for the Space
It’s important to consider the exact space you have for any ad so you can fill it in the most effective manner. But it’s especially critical for search display ads. Google search ads include space for three headlines (of 30 characters each) and two description lines (of 90 characters each).
The headlines appear above the URL and are the most important, and you can’t always assume the third headline will show up for users. Pack your hardest punch into the first two headlines, and avoid continuing thoughts from headlines into description lines. The second description line might also get truncated on certain displays, so put the most important information first here too.
And if you plan on using Google’s responsive text ads feature, note that Google may display headlines and description lines in different orders each time the ad is displayed. Make sure your content flows logically regardless of order.