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How To Write Google Ads Copy That CONVERTS!
12 ideas de marketing sacadas de «How To Write Google Ads Copy That CONVERTS!», de Ben Heath - Google Ads. Sobre todo de mensaje y copywriting, oferta y…
- 12 ideas despiezadas
- Fuente Ben Heath - Google Ads
- Dura 20 min
- Publicada en 2024
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Técnica de escalamiento emocional ('laddering') hacia deseos humanos fundamentales
Mensaje y copywritingPara elevar el impacto del copy más allá de las características o beneficios funcionales, se debe profundizar preguntando sucesivamente 'por qué' le importa al cliente hasta conectar con los deseos humanos raíz: ganar estatus, mejorar relaciones o cuidar la salud.
want to lose weight laddering up to high level emotions is is asking that why do emotion now when you keep going up the ladder of emotions eventually you only of core human desires and it's a desire for improveed status to be healthier or to improve relationships is effectively you end up with relationships or status up there and it's good to think through your product service like what's the
Escúchalo en el minuto 10:19
Destacar garantías condicionales en anuncios para maximizar el CTR sin asumir riesgos excesivos
Oferta y precioIncluir una garantía por resultados en los titulares de anuncios de búsqueda (Google Ads) aumenta sustancialmente el porcentaje de clics (CTR) y diferencia la oferta. Para proteger al negocio, la garantía debe condicionarse a que el cliente cumpla estrictamente con las acciones requeridas del proceso.
stand out and if you can include a guarantee putting that in your Google ads featuring it prominently in your headlines can make a big difference it's ad because the clicks will go through the roof and like I said you can make it conditional you could have a guarantee to you until you do but then when they go through sales process you'd be like by the way you need to stick to all the sessions like you need to come to all the personal training sessions otherwise we that guarantee is invalid you can put can't guarantee someone an outcome if they don't actually do the work so you can have things…
Escúchalo en el minuto 15:11
Aprovechar anuncios adaptables de búsqueda para testear ganchos atípicos y arriesgados
Mensaje y copywritingEn lugar de limitarse a copiar y combinar los anuncios de la competencia, se deben introducir variantes de titulares radicalmente distintas en los anuncios adaptables de búsqueda (RSA). Aunque la mayoría fracase, el sistema permite experimentar sin riesgo global y encontrar los pocos ganchos disruptivos que superan ampliamente el rendimiento estándar.
something to stand out so the typical best results come from the best results always come from doing something different because otherwise your ads are just going to look exactly the same as about creating Google ads particularly with their responsive search ad format is you can have loads of headlines you can have loads of descriptions you can afford to try things and Google will test it out for you so you might create five different headline versions that are kind of out there and I would not be at all surprised if four of them absolutely flop and don't do anything but one might deliver…
Escúchalo en el minuto 16:18
Mensaje y copywritingAdaptar ideas creativas e ingeniosas al copy de tus anuncios implica que la mayoría no funcionará, pero las pocas que tienen éxito rinden tan por encima de los anuncios estándar que pagan de sobra el costo de los intentos fallidos.
out for things that you think oh that's really clever that's really well done I'm going to use something like that in in my space and see if it lands most won't with this point but the ones that do can perform so much better than just the standard stuff that it can massively improve performance and more than pay for the failed attempts so that's ad
Escúchalo en el minuto 20:03
Estructuración de garantías para revertir el riesgo en marcas con poca autoridad
Oferta y precioPara marcas o negocios pequeños que carecen del respaldo y confianza de una gran marca, incorporar garantías (devolución total sin condiciones, reembolso condicionado a un resultado o extensión de servicio gratuito hasta lograr el objetivo) revierte el riesgo percibido y acelera la conversión.
soon okay Point number six is guarantees and where possible it's great to include guarantees in your Google copy and first and most simplest would be money back if you're not happy right so that be money back if we don't achieve a certain outcome so you're a personal having money back you could commit to that outcome but extend the time period keep working with you for free until we because it reverses the risk whenever a that's why brand is so valuable I know brand you haven't heard of that's why that and they're so powerful particularly for smaller business
Escúchalo en el minuto 13:06
Mensaje y copywritingEn lugar de limitarse a listar qué incluye el producto o servicio (características), el texto del anuncio debe elevar esa descripción al beneficio final y al impacto emocional que busca el cliente, como evitar problemas, ahorrar tiempo o reducir estrés.
point is to emphasize benefits associated with your products and services not just features most Google customer so yes you want to include the features but you want to where possible try and Ladder it up to the benefit let as good as if we made it benefit Rich so a better version that's saying effectively the same thing is hassle-free home manage all the contractors it's because they don't want all the hassle of it they want the outcome they want a home really important to not just focus on features but include the why is that feature good what does it get people does it save them time does…
Escúchalo en el minuto 7:59
Mensaje y copywritingEn los anuncios de búsqueda se debe incluir una sola llamada a la acción formulada en lenguaje simple y directo. Usar tecnicismos del sector o combinar múltiples llamadas a la acción distintas genera confusión y reduce la efectividad del anuncio.
said don't do that in your Google ad copy and definitely don't do it with your call to action you want to be language so don't use any sort of inside language industry terms stuff like that I've also seen advertisers include more than one call to action again big mistake that's just confusing you want one clear call to action okay so let me other headlines we would not want to have other call to actions like I've seen people have a direct call to action like that and then they've got another one that's sign up for our free newsletter and you think no no get rid of that that is not something…
Escúchalo en el minuto 5:11
Alinear la intención de búsqueda con el titular del anuncio y fijarlo
Canales de adquisiciónReflejar las palabras clave exactas que busca el usuario en los titulares de los anuncios responsivos de Google (e incluso fijarlas en la posición 1) genera congruencia, aumenta el CTR, mejora la conversión e incrementa el Quality Score, lo que reduce el costo por clic.
is that you want there to be strong ad search and add copy congruity what I mean by that is you want to mirror the language that your prospects are using when they search in your ad and you want to make sure that the exact words to the searching for show up in your ad and that is going to make it more likely that they click that is going to make it more that they convert because they'll see your ad and they will absolutely think this ad is for me this is exactly have copy we want to have headlines in our responsive search ads that have the Google ads agency here but actually look to go ahead…
Escúchalo en el minuto 1:00
Mensaje y copywritingPara romper la monotonía de los anuncios de búsqueda, se pueden explotar tres ángulos creativos: el humor o juegos de palabras vinculados al producto, la curiosidad inspirada en titulares periodísticos, y la audacia de desafiar directamente a los competidores combinándola con garantías fuertes.
little bit out there one of the best ways is humor can you try and be funny services and your industry can you tie something into the product or service can you think about incorporating you know a a known joke or maybe even a work really well so humor is a great way curiosity instead of being super direct and upfront can you entice more clicks by introducing an element of curiosity if we think about how headlines are often written for Content news article for example they will employ a lot of really well you can also try and be a bit cheeky in your ads directly call out that you can beat a…
Escúchalo en el minuto 17:50
Destacar marcas reconocibles en los titulares de anuncios de pago
Marca y posicionamientoCuando la propia marca o la marca de los productos distribuidos tiene reconocimiento positivo, debe colocarse de forma prominente en los titulares del anuncio y no confiar solo en que el usuario la verá en la URL, ya que acelera la confianza y mejora el CTR y las conversiones.
number three is to incl either your brand name or your product's brand name if there is positive brand recognition within your space because it can really help improve number of clicks you get and the number of conversions and this in the URL people will see that no you want it clear front and center in the headlines if you're selling something that people instantly going to recognize they're far more likely to trust that that product or service is going to deliver based on the brand name
Escúchalo en el minuto 6:58
Mensaje y copywritingTodo anuncio de búsqueda debe incluir un único llamado a la acción explícito, directo y comprensible para el usuario, evitando frases ambiguas o débiles y tecnicismos que generen fricción o confusión.
Point number two is that you want to include one clear call to action within the copy of your Google ad now there are advertisers don't include a call to action at all within their Google ad copy big mistake you definitely want one in there people are more likely to take the action you want to take if you tell include a cool to action but it's a bit limp it's sort of like check out more information is that really going to get someone over the line not really it want to be quite direct it wants to be clear concise and it also wants to be easily understandable so don't use language or make…
Escúchalo en el minuto 3:55
El copy es la única variable de diferenciación en los anuncios de búsqueda de Google
Mensaje y copywritingDado que Google estandariza todos los elementos visuales como fuentes, tamaños y colores en la red de búsqueda, las palabras redactadas son el único elemento de diferenciación frente a la competencia y el factor crítico para el éxito o fracaso de la campaña.
Network in particular Google fixes all the variables so you can't differentiate Yourself by selecting a different font or changing the color of the text within your ads or changing even the the size of the font all those variables are fixed the only way you can differentiate yourself from your competition is the copy are the words that you actually write and they become everything they're they're essential to the success or failure of your Google campaign that's what's going to determine whether or not the campaign works is the words that you
Escúchalo en el minuto 0:15
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