Taking more interest in AdWords as I’ll be the one to do this section of the final project for our client, I’ve been looking into more attractive ways to set up an AdWords campaign.
This WordStream blog post looks at how dopamine can increase your AdWords’ CTR. I recall quite a bit of this echoed in class but in summary, this post looks at how
Like our class lecture, having CTAs that give a reward (___% off) with an uncertain time frame (e.g. Act soon! Ends soon!) can result in high yields.
I want to further summarize this and the key takeaways:
- Use ad customizers (helps you count down time left in your deal), whether for a one-time sale, recurring event or a limited-time discount. This creates a sense of urgency to cash in on the reward.
- Skipping the landing page and go straight to a call-only campaign. If your business has a calling hotline rather than just a landing page or online ordering page, directing someone straight to a hotline leads them further down the funnel. Your ad should spike their dopamine, then they can immediately act on it by calling you. Also what I learned from this was that phone calls are 3x more valuable than website visits.
Of course, takeaway number 2 is only applicable to businesses that have telephone numbers, rather than just a customer support hotline or none at all. Nonetheless, the importance of sculpting a great AdWords campaign is crucial to getting your desired returns.
