How To Get More Clicks on Your Ads

There are a number of things you can do to maximize the clicks on your ads. To begin with, writing the best possible ad copy will make a huge difference.

Best Tips for Ads, Titles, Descriptions and Images

For your Ads

  • Take advantage of the latest news, trends, and seasonality when possible.
  • Once you’ve created an ad, ask yourself - if you were the user, would you click on this ad?
  • For a successful ad, test its various components and monitor any impact on performance.
  • Always have at least five ads up and running.
  • Use our Bid Landscape graph in the Reports tab to help manage your budget.
  • Track conversions with our free, analytics tool - Yahoo Web Analytics. Sign up - for Web Analytics today!
  • Your ads could be served to users on mobile devices - make sure your ad’s landing page looks good on both desktop and mobile.

Titles

  • The end user seeks benefits, not features: ask a question, solve a problem, or empower the user.
  • Keep your targeting settings in mind.
  • Use title case.
  • Directly relate to the product or service you offer to users.
  • Make use of the full 50 characters.

Descriptions

  • Make it read naturally.
  • Avoid extraneous punctuation.
  • Use sentence case.
  • Use the “Sponsored By” field to tell users who you are.
  • Make use of the full 150 characters.

Images

  • Try not to use logos, since they can look out of place in the content native.
  • Use compelling images: a car rounding a corner for an auto ad or a beautiful resort for a travel ad.
  • Images with a single face that’s relevant to your product or service usually perform well.
  • We recommend images that are 1200x627 pixels.

Best Results

For best results, you want to make sure that your ad text is clear, factual, specific, and relevant to your keywords. Use correct grammar and avoid superlatives (such as “best” or “cheapest”), excessive capitalization, and exclamation points. Be sure that your ads and keywords comply with the Gemini policies.

For Successful Ad Copy

effective-ad-copy

Use Emotion

  • Tell a short, simple story.
  • Provide copy that users can relate to on a deeper, emotional level.
  • Connect with your users’ wants, needs, and goals.

An example of a mobile ad that demonstrates use of emotion:

emotion-text

Build Credibility

  • Use endorsements where possible, such as CBS News or the Wall Street Journal.
  • Build trust. Make sure your claims are true, and support them with third-party evidence.
  • Use the ™ symbol if you have a trademark, and legitimizing language, such as “official site.”

An example of a mobile ad that demonstrates credibility:

ad-testing

Use High-Quality Copy

  • Use simple language, with text that is complete and makes sense.
  • Use quotes from customers.
  • Ask a question. Questions create interaction, and interaction leads to action.
  • Write ad copy that is cohesive and logical.
  • Use igniter words like “crucial,” “hurry,” and “limited time only” to draw your audience in and create a connection.
  • Try reading the copy out loud. High-quality copy has a pleasant rhythm and cadence with a natural beat that keeps the copy moving.
  • Use the “rule of three.” Write copy that uses three examples, such as “quality products, great service, and low prices.”

An example of a mobile ad that demonstrates high-quality language:

language-text

Present the benefits

  • Make the benefits specific to the product or service you want to advertise, rather than those that are relevant to your business in general.
  • Promote benefits rather than features. For example, mention price, value, availability, customer support, expertise, or any other benefits you have to offer the user. Other examples might include a vast selection, easy return policy, or fast shipping.
  • Highlight your competitive advantage.

Include a compelling call to action

  • Make a strong offer.
  • Motivate the undecided.
  • Offer extra information that compels users to take the next step.

How To Write Compelling Titles and Descriptions

Write a title that is catchy and grabs your audience’s attention. The title can contain up to 50 characters. For the description, write one or two sentences that focus on the most important information you want to display. The ad description can contain up to 150 characters.

Ideas for writing compelling titles:

  • Try using numbers: 30,000 Satisfied Customers, Top Brands from $29.99, 12 hours of pain relief, Save $5.
  • Use ASCII Characters: Trademark (™), Registered symbol (®), and asterisks, as in SALE.
  • For search ads, the text copy on the first line should relate to what the user is searching for, and the second line should be a call to action.

How To Make Your Ads Stand Out from the Competition

You want your ad copy to be clear and to the point, so that your ads stand out from all the spam out there. As you formulate your plan, keep the following in mind as you are writing copy that best represents your campaign goals:

  • Be relevant.
  • Keep the message “on brand.”
  • Be bold. Use language that is strong and enticing.
  • Be short and to the point.
  • Be persuasive.
  • Be sure to include a good call to action. Test your call to action to make sure users know exactly what will happen next when they engage with your ad.
  • Be strong and enticing, but not so strong as to drive users away feeling they have to commit too early on.

How To Create Ads That Deliver Results

Techniques that deliver best ad results:

  • Use igniters. These are the words that spark a connection and pull your audience into your message. One of the best ways to connect with users is with a teaser or provocative question like the one in the title of the ad to the right. Questions can create interaction, and interaction can prompt action.
  • Use enlighteners. These are the words and phrases you use to show the audience why your product or service is different, and how you offer a competitive advantage. Focus on benefits rather than features. Why is your product or service different? What is your competitive advantage? Enlighteners include: price, value, availability, customer service, expertise, consistency and reviews.
  • Send to a site. The clinching words and phrases that push the undecided over the threshold and deliver them to your site are called the call to action. The key to digital advertising success is motivating the undecided. Every ad needs a solid call to action.
ad-testing

How To Know if Your Ad Copy is Working

Yahoo recommends that you continuously test and rework your ad strategy and update your ad copy on a regular basis. Updating your images regularly will help:

  • Make sure your ad copy stays current and relevant.
  • Give you valuable insight into the performance of ad copy. Try out several different versions of the copy and see which ads perform best.
  • Keep up with a dynamic, evolving market

If you have a high click through rate, the ad formula is working. If your click through rate is low, try looking at your competitors’ ads for ideas on improving your ads. Pay particular attention to the ads at the top of the page.

Learn More

For a deeper dive into writing ad copy to attract customers, check out this webinar: