Ever wondered why some ads you simply can’t resist clicking on?

Have you ever found yourself unable to resist clicking on certain ads? We’ve all been there. An ad pops up and immediately grabs our attention, much like a mouth-watering custard slice in a bakery. But what exactly makes us feel compelled to click on one ad over another? Let’s uncover the secrets behind that elusive click!


1. Trust

No matter what the ad is about, if you don’t believe it is trustworthy, you’re not going to click.  How do you create trust worthy ads? Surely they’re all just words?  Yes, they are.  However, the right words in the wrong order or “spammy” over-selling phrases can instantly put people off.  The ad needs to appear legitimate to the end user while at the same time offer something they need./want/desire.

The easier way to instantly gain trust is by using seller ratings.  These are an automated ad asset that you need to physically set up.  As an automated asset, Google decides if they show up, but, providing you have at least 100 reviews in 12 months, it’s well worth doing.

Example of a Google Ads Ad showing user ratings


1. Consistency & Attention To Detail

Ensure the content of your ad marries together well.  Make sure your headings, the description and the image (where applicable) all convery the same message. – and make sure it’s up to date!  If you’re referencing a date, make sure it’s in the same format and “in date”!

Consistency in Google Ads


3. Create Your Own Message

Google’s AI automated asset creation, in our opinion, should not be used.  This may change in the future but our current experience shows that it generates lacklustre content that can misrepresent the products or services.  It uses text from across your website, whether it’s good, bad, recent or out-dated content.

By creating your own message, you can be sure your ad stays on brand and is phrased to accurately reflect your target audience.

Remember to use language your audience will understand – avoid jargon!

Include strong action-driven Call To Actions such as book now, shop now, call now.

Consider where your ad will be shown and tailor the content accordingly. For example, a pet product supplier servicing ads to people watching videos on dogs, would be better refining their ad to focus on dog products than serving an ad covering all aspects of their business.

Include benefits instead of features of your product and service – how will it help your customer?


4. Get Verified

Becoming a verified advertiser with Google offers several benefits that can enhance your advertising efforts. Some of the key advantages include:

  1. Increased Trust and Credibility: Being a verified advertiser with Google adds a layer of trust and credibility to your brand. Users are more likely to engage with ads from verified advertisers, leading to higher click-through rates and conversions.
  2. Access to Premium Inventory: Verified advertisers may have access to premium ad inventory on Google’s network, including placements on high-traffic websites and popular apps. This can help you reach a larger and more targeted audience.
  3. Enhanced Ad Performance: Google may prioritise ads from verified advertisers in search results and display networks, leading to better visibility and performance for your campaigns. This can result in higher ad placements and improved ad performance metrics.
  4. Protection Against Fraud: Google’s verification process helps protect advertisers from ad fraud and ensures that your ads are displayed in a safe and secure environment. This can help safeguard your advertising budget and maintain the integrity of your campaigns.
  5. Customised Support and Resources: Verified advertisers may receive personalised support from Google’s advertising team, as well as access to exclusive resources and training materials. This can help you optimise your campaigns and maximise your advertising ROI.

Overall, becoming a verified advertiser with Google can help you establish a strong online presence, reach a larger audience, and drive better results for your advertising campaigns. It’s a valuable opportunity to enhance your advertising strategy and grow your business effectively.

Example of a Google Ads verified user ad


5. Add Your Business Name

A fairly recent addition to Google Ads is the ability to add your user name above your website url.  This was initially only available to verified advertisers but is now open to all advertisers.

Including your business name can help establish credibility and trust with potential customers as well as helping users identify your brand and increase brand recognition.

Example of a Google Ad noting the brand name


6. Fill The Space

Use all character space you can to properly showcase your ad.  You are allowed 30 characters per headline and 90 per description.  You can test up to 15 headlines and 4 descriptions so provide enough content to allow Google to mix and match these to find the best combination.  It is also a great opportunity to showcase your product or service and provide additional information useful to the potential customer.

By filling out all available assets, including ad extensions such as call outs, site links, structured snippets, your ad will dominate the page, drawing more focus from the user and increasing the chance of a click.

See how the advertiser below has dominated the results page with both ads and organic content. 

Example of a Google Ad dominatin gthe search results


7. Include Image Assets

Using image assets in ads offers several advantages that can help enhance the effectiveness of your advertising campaigns. Some of the key benefits include:

  1. Visual Appeal: Images can capture the attention of viewers more effectively than text alone. Eye-catching visuals can help make your ads stand out and attract the interest of potential customers.
  2. Increased Engagement: Images can evoke emotions and create a connection with your audience, leading to higher engagement rates. Visual content is more likely to be shared and remembered by viewers.
  3. Improved Click-Through Rates: Ads with compelling images are more likely to generate clicks from users. Including relevant and high-quality images can entice users to learn more about your products or services.
  4. Enhanced Brand Recognition: Consistent use of images in your ads can help reinforce your brand identity and make your brand more recognizable to consumers. Visual elements can help create a strong brand image and improve brand recall.
  5. Better Communication of Messages: Images can help convey complex messages or product features more effectively than text alone. Visuals can simplify information and make it easier for users to understand the value proposition of your products or services.
  6. Targeted Audience Appeal: Using relevant images that resonate with your target audience can help personalise your ads and make them more appealing to specific demographic groups. Tailoring your visuals to match the preferences of your target audience can improve ad performance.

You can add images at campaign and ad group level.  If you’re advertising multiple products, make sure you choose ad group level to ensure the image matches the ad.

Overall, incorporating image assets in your ads can help make your campaigns more visually appealing, engaging, and effective in capturing the attention of your target audience. By leveraging the power of visuals, you can create more impactful and memorable advertising experiences for your customers.

Images next to text on search results

By following these tips, you can create compelling ads that resonate with your audience and drive successful advertising campaigns.

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