SurPrep Sanding

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Canvas By Numbers (CBN)

Client Overview

Canvas By Numbers (CBN) is a D2C paint-by-numbers brand selling customizable and ready-made painting kits online. The brand operates in highly competitive international markets, targeting hobbyists, gift buyers, and relaxation-seeking audiences through Google Ads.

Initial Challenges

• Strong demand existed, but impression share was limited due to budget caps
• Competitors consistently outbid CBN in high-intent Search & Shopping auctions
• Remarketing potential was underutilized despite strong visitor volume
• Seasonal demand fluctuations were not fully leveraged
• Opportunity to further reduce CPA and scale volume during peak months

Objectives

• Increase impression share across high-intent keywords Lower CPA by
• improving auction coverage and remarketing efficiency
• Scale conversions profitably during peak demand periods
• Strengthen brand presence against dominant competitors
• Capture full-funnel demand (Search → Shopping → Remarketing)

Ad Budget Evolution

• Early 2025 average spend: ~$25K–$40K/month
• Peak scaling months (Q4):
• November: $56,977 I December: $59,935

Strategy Implemented

Search & Keyword Scaling

• Increased budgets on top-converting keywords
• Expanded long-tail and competitor keywords
• Maintained consistent coverage in high-intent auctions

Shopping & Performance Max

• Improved product feed structure Expanded asset
• groups with additional creatives Leveraged
• Performance Max for cross-channel visibility

Remarketing & Customer Match

Activated CRM-based remarketing Focused on repeat touchpoints and return buyers Strengthened mid- and lower-funnel performance

Seasonal Budget Allocation

Controlled spend during summer slowdown Aggressively scaled during Q4 peak demand Captured year-end gifting and hobby demand

Results Achieved (2025 Performance)

Bonus Impact

Conversions nearly 4x from mid-year to December CPA reduced by ~50% compared to early 2025 Remarketing conversion rates projected to improve 3x–5x Strong lift in branded and competitor search presence Established a scalable structure for future growth

Key Takeaway

CBN’s growth was not limited by demand — it was limited by coverage. By strategically increasing budgets, strengthening Shopping & remarketing, and aligning spend with seasonality, Canvas By Numbers unlocked significant scale, stronger ROAS, and long-term growth efficiency.

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Some businesses get too few clicks on their ads, while others get more. As an advertiser, you must aim to get the highest clicks. CTR is a percentage of the total clicks of your ads based on the impressions (number of views). So, what is your goal? Targeting 10% CTR means ensuring ten clicks for every 100 ad views.

How Do You Measure CTR?

You cannot tell if your ad is performing well if you cannot measure the CTR. To check your CTR, you need to log into your Google Ads account. Then, go to the “Reporting” tab and find the “Ad Performance” report. The next step is to select the time frame you want for your analysis.

Your click-through rate will be under the “CTR” column. Remember, a good CTR is relative to your goals and niche. For example, if you are selling insurance, a 0.50% CTR may be considered good because it is high for that industry.

On the other hand, if you are in eCommerce, you should aim higher. That is why this blog emphasizes 10% CTR or more. It will help you get the highest possible CTR for your Google Ads. You will get a higher conversion and increase your ROI when you have more clicks.

Follow these ten steps to get the best out of your advertising.

1. Research Your Competitors’ Ads 

The first step is to research your competitors and find their best ads. There are various ways to do this, but the easiest way is to use software like AdBeat. This platform gives you access to insight into your competitors’ ad campaigns. 

A competitor research tool works by analyzing websites and determining the ads they are running. Having said that, it also tells you how much they spend on their ad campaigns and other essential details. 

This useful information is vital to help you understand what works for your competitors and adapt it to your business needs. AdBeat is just one of the many competitor research tools in the market. You can also use What Runs Where and iSpionage. 

Once you have access to your competitors’ campaigns, take some time to study them. Note the headlines, images, descriptions, call to action (CTA), and anything else that stands out. Also, note the negative points to avoid repeating them. 

2. Identify Your Target Audience 

Knowing your target audience will help you determine the kind of people you want to reach with your ads. Try to be as specific as possible when identifying your target audience. not everyone will be interested in your products even when they tend to like other items in the niche. Consider age, gender, interests, income level, job title, and location. For instance, if you sell women’s shoes, your target audience will be females. But you can further specify by age, interests, and location, among other factors. 

This step is crucial to help you create custom ads for your target audience. The more specific you are about your target audience, the easier it will be to appeal to them through Google Ads. Remember, the audience will click on a product if it fits their interests, solves their problems, and is convenient to access. 

To identify your audience, you must establish your buyer persona. Doing this makes the process of targeting more seamless. You must understand what your audience is looking for and their specific needs. 

Creating a buyer persona for your advertising requires you to put yourself in their shoes. If you were a customer, what would you want? Once you have understood this, it will be much easier to target them with your ads. 

If you are unsure how to do this, consider using AdWords’ Customer Match. This tool allows you to upload a list of your current customers and target them with your ads. Google uses the information in the database to target ads to people who match your customer list. Another way to identify your target audience is by using Google Analytics. This tool provides you with data to help you understand your website visitors. You can use this information to create a buyer persona and know the best way to reach them. 

You can use Google Analytics to track your visitors’ behavior, location, the device they used to visit your site, how long they stayed on your site, and the pages they visited. You can also track conversions and see which traffic sources generate the most leads. This practice helps you identify people who often buy products like yours. You can convert them more easily. The advert will receive more clicks from this audience, translating to a higher CTR. 

3. Write Compelling Ad Copies

Use the information you gathered in the previous step to create ad copies that appeal to your target audience. Remember to use persuasive language, but keep it simple. 

Create catchy headlines catchy and use numbers, symbols, and power words to capture attention. The description should elaborate on what the product does and how it can help the customer. 

Remember that Google Ad Copies have a limit on the characters you can use. The space you use has to accommodate a heading up to 30 characters, two descriptions of up to 90 characters each, and a URL. 

The headline is the most significant part of your ad to communicate your message to the audience. So, make sure it is clear, concise, and captures attention. It simply implies what you want to sell is equivalent to understanding the needs of consumers in the modern age. Your descriptions should elaborate on what the product does and how it can help the customer. Use persuasive language, but keep it simple and within the character limit. 

The use of symbols in ad copies can also help you engage the audience. Various signs send unique messages to the reader. For example, an exclamation mark can show excitement, while a question mark can show concern or a need for more information. 

You can use the percentage sign (%) when offering a discount, the copyright sign (©) when you want to show credibility, and the dollar sign ($) when you want to talk about value. 

Power words are also essential in ad copies as they can help evoke certain emotions. For example, if you want to show that your product is luxurious, you can use words like “premium,” “exclusive,” or “deluxe.” 

If you want to show that your product is affordable and feasible, you can use words like “budget-friendly,” “economical,” or “value for money.” Choose the best CTA for your ad copy. It should be simple yet effective. It can be an encouragement to call, visit the website, or learn more about the product. Your CTA should be relevant to what you are offering, and it should align with your overall marketing goals. 

If you want people to buy your product, use a CTA like “Buy Now,” “Shop Now,” or “Add to Cart,” while if you want people to learn more about your product, use a CTA like “Read More,” “Watch the Demo,” or “Download the Guide.”Ensure your CTA is visible. Use action words that encourage people to take the desired action instead of generic words like “click here.” 

4. Employ Keywords Appropriately 

Keywords are fundamental in every form of advertising and copywriting. They help you rank the products in SERPs. Keywords also enable customers to find the items or services they need with a few descriptive words. For example, “white chocolate” will show only ads with chocolate in the title or description instead of those with the word “candy.” 

The keywords you use on your ad copies must reveal the nature of the product you sell. Use the keywords in a specific way instead of generic. Avoid terms that would bring confusion, like “click here,” which could mean anything. 

Use long-tail keywords, which are more specific and have low competition. They help you target a particular audience with the ads. An example of a long-tail keyword is “buy white chocolate online.” 

Use negative keywords to prevent your ad from appearing when customers use these terms in their search. This method will lower your ad appearance but improve the CTR. Your ads will be relevant for product listings that people need. 

Also, use keywords in all parts of the advertisement. Add them to the heading, description, and display link. People want to be sure the page is about the product you are advertising. They want to see the keyword in the link to have assurance. A keyword research tool is vital in finding the right keywords for your product copy. Google Ads Keyword Planner is one of the best tools you can use. You can also use Google Trends to find which keywords are popular and relevant to your product.

5. Create A Sense Of Urgency 

People are more likely to buy a product when they feel they need it right away. You can create a sense of urgency in your ad copy by using phrases like “limited time only,” “while supplies last,” or “act now.” This method is effective because it encourages people to take action on expiring offers and limited edition products, like a particular car model. Also, you can use this method to advertise a product on special sales like Black Friday or Cyber Monday. 

When using this technique, make sure that the urgency is real. Avoid using it for products that will always be available or those on sale all the time. Also, do not overuse this method as it can backfire and turn customers away. Creating a sense of urgency is an effective way to encourage people to click on relevant ads. Employ appropriate words and phrases to produce the desired effect on potential customers. 

Your language must not come across as pushy. Be clear about what the offer is and when it expires. Do not use false claims or exclamation points to make your ad seem more urgent than it is. When used appropriately, this technique can boost your CTR on various ads to your E-Commerce store. Your product listing must be on point, and the offer must be legitimate for customers to take you at your word. 

You can also use urgency in your ad campaigns by running time-sensitive promotions. For example, you can offer a discount for 24 hours or free shipping for a week. This type of urgency usually works well because people are more likely to buy when they know they are getting a deal. 

Another thing to avoid is using too many words to describe your urgency. Remember the character limit, and you must convey your message in as few words as possible. Be clear and concise in your language to produce the desired effect. 

When used correctly, creating a sense of urgency can be an effective way to improve your CTR. You must be strategic in your word choice and offer legitimate deals to customers. This method can help you increase conversions and sales for your business. 

6. Offer a Discount or Freebie

People love getting discounts and freebies. You can use this to your advantage by offering a discount or a freebie in your ad copy. For example, you can offer 20% off the regular price or a gift with purchase. 

This method is effective because it entices people to click on your ad. They know they are getting a deal, so they are more likely to buy from you. Also, make sure the discount or freebie is relevant to your product. Do not offer a discount or freebie that is not related to your product. It will only confuse potential customers and lower your CTR. You want people to click on the ad because of the product and not the discount. The discount should be an added value for their purchase. 

Avoid hiking the price when creating an offer to cover the discount. This behavior will only make people suspicious of your motives. Be transparent in your pricing and stick to your regular rates. 

Ensure your offering appears clearly in the heading to grab the buyer’s attention. Use offers like “Buy 2 Tires Get a Free Tube” to get more clicks to your tire shop. Ensure you offer a quality tube to your buyers because negative feedback can ruin your trustworthiness and sales. 

7. Employ Ad Extensions

Ad extensions on Google Ads are an effective way to improve your CTR. They are additional information you can add to your ad to make it more relevant and informative. 

Examples of ad extensions include callouts, sitelinks, call buttons, location, and price. These extensions help improve the quality score of your ad and make it more likely to appear in search with various keywords. However, only use ad extensions relevant to your product or service. 

Never add too many ad extensions. It can clutter your ad and make it less effective. Stick to a few necessary extensions that will improve the quality of your ad and increase the likelihood of people clicking on it. 

When using ad extensions, test different types to find the most effective ones. You can use A/B testing to see which ad extensions perform best for your particular campaign. This method will help you improve your CTR and conversions over time. 

Be strategic in using ad extensions, and only add relevant ones to your campaigns. Understanding your audience and product will help you determine which ad extensions will work best for you. 

Understand that using ad extensions costs you nothing extra. Your only expense is the time it takes to create them. If you can save time by using ad extensions, then do so. They are worth the effort if they improve your CTR. 

8. Employ Smart Bidding

You cannot get accurate CTR if your ad keeps fluctuating in position. Consistency promotes visibility and stability in your brand. 

Google’s Smart Bidding is an effective way to improve your ad position and CTR. This feature uses machine learning to set bids for you automatically. It uses various factors such as conversion rate, click-through rate, search term, device, and location. 

Smart Bidding can help you save money and time while improving your ad performance. However, you need to understand your goals before using this feature. 

If your goal is to improve brand awareness, focus on impressions and reach. If your goal is to increase sales, focus on conversion rate and ROI. Once you know your goals, you can set up Smart Bidding to help you achieve them. 

Smart Bidding is not a magic solution that will improve your CTR overnight. It is a tool that can save you time and money while also improving your ad performance over time. Use it wisely, and you will see the benefits in your campaign results. 

The best way to deploy this strategy is by setting up a budget and scaling according to performance. The automated process will enhance performance by promoting your ad to relevant visitors according to behavior, keyword search, time of day, and other factors. 

9. Lower Your Ad Impressions 

How many times must someone see your ad to click on it? You may think that you need more impressions for you to increase CTR. However, that is the opposite. More ad views can lower the clicks you receive to your website. 

As you test your ads, you will understand that some keywords and ad formats perform better than others. This information will help you focus on the areas that are working and lower your ad spend in the areas that are not. 

You can use Google Analytics to track your ad impressions and clicks. This data will help you understand which keywords and ad formats perform well and which ones need improvement. 

Focus on quality over quantity. Check the lower CTR keywords and add them to the negative keyword list. They will trigger your ad less often, but you will save money while improving your overall CTR. 

Your Google Ads will only be visible on more relevant searches by eliminating the low-quality ads. You will receive more clicks because your ad will appear in front of people who are interested in what you have to offer. 

You can also use Google’s Display Planner tool to research where your ads will be shown. This information will help you ensure that your ad is placed on websites relevant to your product or service.

10. Improve Your Quality Score

Your Quality Score is a metric that Google uses to determine how relevant and useful your ad is. The higher your Quality Score, the lower your CPC and the better your ad position. 

A higher Quality Score means your ad is relevant to the keywords you are targeting and valuable to those who see them. It should also focus specifically on the product or service you are selling. 

You can improve your Quality Score by using relevant keywords, targeting ad groups, and creating relevant ad text. You should also ensure that your landing page is relevant to the keywords you target and easy to navigate. 

You will improve your CTR, lower your CPC, and save money on your Google Ads campaign by improving your Quality Score. This strategy is essential if you want to be successful with Google Ads. 

Conclusion 

Advertising on Google can help you reach a wider audience. However, you may spend more on CPC and CPM if your CTR is low. You need to take action to improve your CTR if you want to be successful with Google Ads. 

The strategies in this guide will help you increase your CTR and improve your ad performance. Google provides support and resources to help you get started. Use them wisely, and you will be on your way to a successful campaign. 

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Combining the quality score with other vital metrics, such as click-through rate (CTR) and cost-per-click (CPC), will help you better predict your campaign’s performance and optimize your ads. Therefore, your online marketing campaign’s success depends on understanding how to calculate and improve your quality score. It’s Google’s way of communicating with advertisers what they think about their keywords.  

In the subsequent sections of this article, you will learn: 

• The definition of Google ad quality score 
• What a good, quality ad score entails 
• Reasons for a bad quality Google ad score 
• The importance of a quality Google ad quality 
• How to calculate the Google ad quality score 
• How to improve the Google ad quality score 

So, let’s get started.

What is Google Ad Quality Score? 

A quality score is attached to all Google Ads, ranging from 1 to 10. It reflects Google’s goal to make all information valuable and accessible and highlight the ad’s relevance. This score provides an estimation of the value of your PPC ads.  

The score compares the keywords and landing pages you use with other advertisers. Google will use these factors to calculate a quality score, which helps it sort through all the ads. 

What Is A Good Quality Google Ad Score? 

The keyword you choose will determine a good quality Google ad score. For instance, if you have an e-commerce store, you can aim for a three-set rating. These include: 

• Branded: Aim for 8 to 10. 
• High-intent commercial: Ideally, aim between 7 and 9. 
• Low-intent commercial: Target at least seven. 

You might want to take action if your Google ranking is near the bottom. If your rating is 1-5, that’s a bad score. 

Reasons For a Bad Quality Google Ad Score 

You can end up on Google’s bottom rung for several reasons, but how can you do that? You may spend considerable time and effort on your campaigns, only to see no return on our actions. 

Several factors contribute to this. While some are in your control, others are not. Some of these are: 

• Poor Click-Through Rate (CTR): When you have a low CTR for a keyword, this may show Google you do not meet search query requirements. Over time, this will cost you money and harm your reputation. 
• Irrelevancy: A poorly organized campaign with poor Google Ad copies can cause a low score if it becomes cluttered. 
• Using Only Short-Tail Keywords: Your CTR will remain below 2% if you rely only on short-tail keywords. It is more effective to use long-tail varieties. 
• Poor Quality Landing Page: Poor landing pages can cause a high bounce rate if someone clicks on your ad and finds a low-quality page. The search query doesn’t satisfy the user, which is not suitable for Google. 

Why is Google Ad Quality Score Important?

Ad quality has a significant impact on how your Google Ads campaign will perform. One crucial area that matters is budget. More effective ads cost less per click than less effective ads. The CPC you pay for low-quality ads is likely to be close to your optimal CPC even if there is no competition. It is therefore crucial that your ads comply with Google’s quality standards. 

When you have high-quality ads, Google shows them above the search results, so your audience can easily see them. The Quality Score feature allows you to tailor your ads for better results. You can use component analysis to see what needs improvement for a better user experience.  

For instance, if your landing page isn’t as good as it should be, you can improve it, so it’s more relevant to your advertisement. Quality ads can generate more clicks and conversions. 

How Is Google Quality Score Calculated? 

Google calculates your score each time someone searches for something resulting in your ad showing up. 

To calculate your score, it considers three factors: 

• The expected CTR: Google estimates the likelihood of your ad’s viewers clicking on it. To do this, it examines your campaign history. 

• Ad relevance: It determines the relevance of the keywords to the ad copy. The more relevant you are, the higher your ratings will be. 
• Landing page experience: It determines your target page’s ability to meet people’s needs. Therefore, the long-term statistics of your account influence your ranking. 

How to Improve Quality Score 

Here’s how you can improve your Google Ads quality score:

Keyword Research 

You can use keyword research to determine the most relevant keywords to use in your ad campaigns. Popular tools you can use include the Keyword Planner and platforms like SEMrush and Ahrefs. You can discover new terms for your campaigns by looking at your search terms. Using Dynamic Search Ads (DSA) can help you find more keywords.

Content Optimization 

Each keyword has an importance level and a preferred location. For instance, specific keywords are crucial. If you miss them, your users will go to your competitors instead. Keyword location refers to where they appear in the content. The title is the most crucial part of any document, followed by headings, subheadings, and content. It’s vital to perform keyword research to optimize your content. Excellent research will allow you to include all relevant keywords in your work. 

Efficient PPC 

While it’s vital to keep users on your landing pages and encourage them to click through as much as possible, they need first to connect. You can test multiple titles aligned with your target audience to become more efficient. You will improve your Google quality score as more people click on your ads. 

Better Landing Pages 

As this is the landing page searchers will arrive at, you must adequately optimize it for your campaign and accomplish its goals. For instance, be sure it is: 

• Adapted for smartphones. 
• Loads pages quickly. 
• The copy on the landing page uses relevant keywords. 

Conclusion

The road to mastery takes time. You can improve your ads with some strategic decision-making and concerted effort, which leads to a higher CTR and ultimately a higher quality score. Eventually, you’ll end up with a very successful campaign. 

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One fundamental factor in the success of your Google ads is the quality of your ad copy. Compelling an ad copy can make the difference between a click to your E-Commerce site and a pass. Aim to get as many ads clicks to your website as possible, and you will be on your way to meeting your business goals. 

Here are seven tips for writing compelling Google ad copy 

1. Strategize Your Keyword Use 

Writing an ad copy is not the same as crafting a blog post or landing page copy. You will indeed use keywords for all three, but the keywords you use in an ad copy should be different. Why? Because people searching on Google are in a completely different mindset than someone just casually browsing the internet. 

When users type keywords into the search bar, they indicate that they want to see results related to those terms. Your job is to make sure your ad copy is one of those results by using the keywords in your ad. 

But you do not want to use so many that it becomes difficult to read. Remember that the ad has three parts; the headline, the display URL, and the description. You want to use keywords thoughtfully in each section to keep your ad relevant to the search query and stand out among other ads. 

To find the right balance of keyword use in your ad copy, start by brainstorming a list of potential keywords you could use. Also, ensure the description and headline do not mislead people into clicking on the ads. It is vital to check the quality score of your ads to determine if your keywords are accurate. 

2. Address Customer Pain Point and Provide Value 

Not everyone will click on your ad. People searching for specific information want to know that you can solve their problem. Your job is to let them know that in your ad copy. 

To do this, start by brainstorming a list of customer pain points that your product or service can address. Think about how your product or service can provide a solution. 

For example, you could be selling software that helps businesses manage their social media accounts. Your Google ad copies could address the pain point of not having enough time to handle multiple social media channels. 

3. Make the Ad Short and Specific

You only have a limited space to get your message across in a Google ad, so make it count. The headline can be up to 30 characters, the display URL can be up to 15 characters each for the two fields, and the description can be up to 90 characters. 

Use each of those spaces to their fullest potential by being as specific as possible. Do not get too much information into the ad. Neither should you use it to list all the features of your product or services. Keep it sweet, short, and to the point. 

4. Write a Compelling Headline 

The headline of your ad is the first thing people will see, so it needs to be attention-grabbing. Start by using the keywords you brainstormed to make a headline relevant to what people search for on Google. 

Also, address the pain point in the headline to encourage people to read your ad description. However, you must not exceed the character limit. The headline will become truncated, and people will not see the full text. 

5. Avoid Jargon and Generic Terms 

Google Ads should deliver a message relevant to the user, and using generic terms will not help you do that. Generic phrases are those that could apply in any context, such as “quality” or “affordable.” 

Jargon is an industry-specific language, not understood by everyone. For example, if you are in the medical field, terms like “pre-op” or “post-op” would be considered jargon. 

Instead, use language specific to your product or service and simple for people outside your industry. That will help you deliver a relevant message that will convert. For instance, if you are a plumber, you could use the word “drainage” instead of “sewer.”

6. Address Product Scarcity 

People tend to buy products that are running out of stock or are rare to come across. If you are selling a product in high demand or is hard to find, use that to your advantage in your Google ad copy. 

Addressing product scarcity will create a sense of urgency and encourage people to buy your product before it is gone. Just be sure not to use false scarcity to get more clicks. It should be well-placed and relevant. If you have an ending discount offer, make it clear why a customer should click on the ad. 

7. Include a Call to Action 

Advertising without a call to action is a wasted opportunity. A call to action encourages people to take the next step, whether clicking on your ad or placing a call. 

Your CTA can be something as straightforward as “click here” or “buy now.” Ensure it is easy for people to follow. You might also want to consider utilizing a unique landing page for your Google ad campaign, specific to the offer you are promoting. It will encourage people to take the next step after fully understanding the product. 

Summary 

Using Google to advertise your products will boost your visibility and traffic. It can deliver a large audience to your site. However, you need to write compelling Google ad copies to make the most of this opportunity. 

The seven tips above will enable you to create attention-grabbing, relevant, and specific Google ad copies. Also, be sure to test different versions of your ad copy to see which ones perform the best. With practice and some experimentation, you can create ads that deliver results. 

The post 7 Ways To Write Compelling Google Ad Copies To Boost Your Ads Quality appeared first on Get Better Click-Through Rate.

Creating a clear and compelling ad copy strategy can set your campaigns for massive conversion. These strategies are used before making Google ad copies, during the writing process, and after making the copy. 

Boost your ads’ performance to increase click-through rate and double your return by reading and carefully implementing the strategies in this guide.

Define or Redefine Your Content Strategy 

One major mistake businesses make, especially when starting, is not developing a proper buyer persona, content strategy, and marketing strategy. Your content strategy encompasses all of these and helps define your buyers in the most precise way possible, so you can know almost exactly what interests them. With this knowledge, you can make copies that feel relatable, emotional, and genuine. 

If you have a content strategy already but struggle to understand your buyer persona, consider starting all over or get help from professionals if you have to. It is easier to brainstorm ideas when your content strategy is clearly defined, and it also guides your copywriting team in their creativity flex. 

The Headline is a Big Deal 

When developing fantastic content, the headline is a crucial component. Why? Because the headline determines if your target audience will read that post at all. It gives the first impression about the rest of whatever you have to offer. 

An average web user reads 80% of headlines every day, but only 20% read articles. This shows a captivating header helps you gain more readers and influences search engine and virality, crucial to improving CTR and ROI. With this, you should consider dedicating an excellent copywriting team to develop a robust and strategic headline that syncs with your overall copy.

Keep Communication Succinct

Depending on the Ads platform you are communicating from, you don’t always have the privilege to say everything you want in one piece. The best way to engage your audience when passing information is to keep things creative and relevant, such that each smaller piece reads like a decent summary.   

It is also crucial for any copy related to your business to have a consistent communication style and voice. Keep in mind that your business should maintain effective communication throughout the buyer’s journey. It is what keeps faith in your product or service quality and helps build equity in the long run. 

Create Urgency 

According to the SearchEngine Journal, one of the most proven tactics for ads is to write your copy in a way that creates a sense of urgency for your product or service on offer. This is, of course, useful after you can establish to the target customers that what you offer is valuable and scarce.  

Creating urgency is a popular strategy of luxury brands. Apple deals with its iPhone release using hype and FOMO to induce pre-order, and it works. Fashion brands are now known for doing similarly, and it even has the name Limited Drops. 

Another way to induce urgency in your copy is to use persuasive words like Now! Exclusive, or Limited Edition. Other methods include displaying the number of products available or tickets currently in real-time. 

Figures and Numbers Do Wonders 

According to the North Carolina Press Association, having relevant and naturally positioned figures in your ads can help project an image of legitimacy for your ads. For example, instead of “our customers made a lot of money from our offer,” say “customers made 8% more than usual from our offer”. Using figures and numbers help potential customers relate better with your offering, especially when they have an overload of choices.  

One remarkable show of numbers in action is the report of The Next Web’s “Deal or 104 Deals” experiment. The company tested two variations of CTA to the website’s offer, and the engagement for the one indicating the number of done deals increased by 257.8%.  

Repurpose Your Best Ads Copies

Repurposing your existing ad copy is an intelligent way to retarget your best-performing content. It can let you reach new audiences, announce changes to previous offers or maintain a popular trend. Besides, according to The Marketing Rule of 7, a prospect needs to “hear” the advertiser’s message at least seven times before they’ll decide to make a purchase.  

Repurposing ads copy is making the most of your effort because the chances of the new audience interacting positively with the copies as the previously targeted audience did is high.

Keep an Eye on Competition 

Like the famous saying of Sun Tzu, “If you know the competitor and know your business, you won’t have to fear the result of a hundred competitions in a niche.” If certain ad copies seem to work for your competitors, you should consider experimenting with them. 

If you’re in a new niche with little to no competition, focus on your strategy and cover your tracks from competitors as much as you can by making company-specific copies. But in a niche overcrowded with competition, you need to know the kind of copy your competitions send out to better them at it. Constantly audit what works for your ads and evaluate what the rest are doing or not doing right. 

Make Your Landing Page User-friendly 

A landing page can be a significant roadblock to your ROI hopes, even if your potential customers found your ads and love them. Usually, this is the first interaction of potential leads with your E-commerce site or other website types and the first impression of your entire business. A landing page is where you probably request visitors’ contacts to make them leads for a follow-up, so having it look terrible can be detrimental to your copywriting effort and conversion rate. 

Conclusion

Implementing Google ads copy best practices benefits your business in both the short and the long term. It does not only help you put the business in a position for a better ROI, but it also boosts the Quality Score over time. Your Quality Score makes Google decide which Ads should go to the top of the SERP. Quality Score combines your Ad relevance to users, landing page experience, and expected CTR. 

The post Ad Copy Strategies That’ll Boost Your CTR And Increase Your ROI By 2X  appeared first on Get Better Click-Through Rate.

About the Company

Our client was an independent family-owned liquor store located in Wyoming, USA. With their Invigorating Tasting Events or intriguing Calendar Gift Offerings for every palate-type imaginable; they have been able to successfully cater to the tastes and needs of every connoisseur.

“The Ads team at Ebizon Digital was able to create an amazing holiday campaign(which is the most competitive time to run a campaign) for our website. We saw a tremendous increase in sales 5-6% ACOS(Around ~20X Return on Adspend) and new clients purchasing.
We are very excited at the prospect of growing our website sales by leveraging Google Ads”

-Owner

158%

Increase in ROI

75%

Increase in Sales

1Mn plus

Unique traffic in 3Months

The Challenge

Our client already had a Google Ad campaign running for its products. But the sales numbers were good but nothing out of the ordinary. They realized if they wanted to grow and thrive in the online liquor market, they needed to do something which they had not been able to achieve before- get more than 10x ROI during the most competitive period (Nov-Jan) but also potentially the most profitable one.

In the 3 months window, they were looking for 

1. Minimum of a 10-to-1 Return On Ad Spend (ROAS) 
2. Reduction in current CPC by 20%
3. Attract more online traffic

The Solution

Many companies prefer to use guesswork to generate a list of keywords that they “feel” will generate good results.

At AdsCrayon, we prefer to use real data to test assumptions instead.

Before we did any work on the site, we ran a baseline GoogleAds report to establish how the site ranked for various keywords, its customer profile, and other important metrics. That way, we could make sure that the changes we made had an effect (positive or negative).

We also ran a competitive analysis, to see how the current website performed against its top five competitors. This helped us know what keywords to focus on, and where there was room for improvement.
We also verified that statistics tracking and analytics were working properly on the site.

It’s easy to generate traffic to a site. It’s much harder to know what keywords actually generate sales.

We created several small-scale Pay Per Click (PPC) campaigns using Google Ads, and cast a wide net with keywords. What we found were not just keywords that drove increased traffic to the site, but we were able to identify days and timings for which the number of impressions will be highest.

We found that ads that run on Fridays and Saturdays have the highest impressions. After midday, a 6-hour window from 1 pm to 7 pm was also ideal for displaying ads to potential customers.

The Results

One of the misconceptions about Google Ads is that once a campaign is optimized, there’s nothing more that can be done. The continual performance improvements in this campaign prove that even a highly profitable advertising program needs constant tweaking and overhauling in order for its efficiency levels not only to meet but exceed those of competitors!

Compared to the previous year, the 3-month ad campaign showed that

1. ROI increased by more than 158%
2. CPC went down from 43% to 12%
3. 5x more online traffic

The post How a growing liquor retailer beat the odds and achieved 18x ROI during the most competitive festive season appeared first on Get Better Click-Through Rate.

Therefore, it’s vital to understand the makeup of an excellent Google Ad copy. This way, you can put a strategy in place to consistently write copies that get your business 2X CTR and 10X ACOS. But Google has a very diverse ad copy configuration. They have different types of ads targeting different audiences. They also allow a variety of ad formats that can be used to reach prospects effectively. 

 
This marketing guide will provide you with nine valuable strategies for creating excellent Google Ad copies. Since different ad types target different audiences, these strategies vary to cover the various ad types.  

Let’s get started.  

1. Focus on Improving Your Quality Score 

Quality score is a metric of utmost importance to your Google Ad copy. It’s the number that determines whether your ads will show up on Google or not. This is why it’s essential to make sure that your ad copy has a high-quality score. 

An ad’s quality score is calculated by analyzing its text and content, including the headline’s length, body text, and URL. The higher the quality score, the higher ranking your ad will get along with more clicks and conversions. 

To improve your quality score, you should keep these tips in mind: 

• Write concisely: The shorter your ad text, the better it will perform in CTR (click-through rate). People don’t have much time when they’re searching for a product or service on Google, so make sure your ad is short and sweet. 
• Use keywords where applicable: Keywords are crucial for any search engine optimization strategy. They help generate traffic to your website from organic search engines like Google. 
• Make your headline stand out: Your headline should be the first thing that online visitors notice seeing your ad, so it needs to stand out from other ads on the search results page. 
   

2. Leverage Top Ad Extensions 

Ad extensions are a set of tools the advertising industry provides to help brands create more relevant ads during the writing process. To this end, using ad extensions to mirror the user’s goal during Ad copywriting is one of the most effective methods to deploy.  

They help marketers create interactive ads embedded in websites, apps, and other digital platforms. They also provide a range of creative options such as video, audio, animation, and more. 

This list is not all-inclusive, but it does highlight some of the best ad extensions that you can use for Google ad copy. 

Sitelink Ad Extensions 

This additional line of text is shown to your audience each time your ads are among the first three on SERPs. They bear a close resemblance to organic search sitelinks.  

Call Extensions 

With call extensions, your adverts become easier to use for contacting your business since this extension adds a number to your ads. If your business’s sales process relies heavily on customer calls, call extensions are worth checking out. 

Promotion Extensions 

Promotion extensions enable you to be in the spotlight on special offers or deals placed below the actual ad copy. There exist four types, namely: 

• Percent discount 

• Money discount 
• Up to monetary discount 
• Up to percentage discount 

Price Extensions 

Price extensions are direct links to a dedicated product page within your advertisement. They usually display different pricing tiers or different service plans of a business. Adding a price extension can also boost your Quality Score and click-through rate.  

Apart from these four, other extensions include callout, location, lead form, and app extensions. Feel free to use them per your advertising objectives.  

 
3. Test Ads of Different Types 

It is crucial to test different ads to determine which one is the best for your business. You can run A/B tests or split tests to determine which ad works better for you. 

Some various ad types are: 
 

– Display Ads: These ads show up when a user clicks on your website search engine results, sponsored posts, and other places where people are looking for information. 

– Native Ads: These ads appear in the same space as other content on your site and are not shown due to someone clicking on your website search engine results. 

– Video Ads: These ads show up before or after a video play when someone watches YouTube videos or other videos online. 

 
You can assess the effectiveness of separate ads by using real-time bidding software. This software allows you to compare the CTR of your ad with other similar ads in your market. To ensure that they get a good CTR, marketers need to understand how their competitors are advertising and what they are doing right or wrong.  

The information gathered from competitors will also inform how you craft the copy for your ads. However, you’ll need a systematic approach.  

 
4. Use Spyfu to Scan Competitor Ad Copy 

Spyfu is a powerful tool that helps you monitor your competitors’ ads and learn about their strategies. It offers a data-driven approach to competitive intelligence and marketing research. You can use it to find out what your competitors are doing, how they are doing it, and what you should do next. 

First, to use Spyfu, you need to install it on your computer or mobile device. It also has a Chrome extension that makes it easy to analyze competitor Ad content without leaving your browser. However, you’ll need to create an account with Spyfu and enter the URL of the competitor’s website. After that, Spyfu will monitor their Ad copy for specific keywords and phrases. 

As part of the regular monitoring process, you can use this tool to find similar keywords and phrases highly relevant to your Ad. Furthermore, it can also enable you to identify the analytics and key performance indicators of your site’s content.  

This way, you’ll be able to see which keywords and phrases are converting the best and ensure that your ad is optimized for conversions. 

5. Tweet And Test Your Ad Headlines 

Many people don’t realize how important the headline is for an ad. It’s the first noticeable thing from a potential buyer’s point of view, and it sets the tone for what they might expect from your company.  

It helps create an outstanding first impression, leading to a sale in the long run. Writing great headlines takes time, effort, and creativity. However, you can save yourself time and money by starting on the right foot. This is the use of tools like AdWords, which provide suggestions for ad headlines.  

However, these are just that – suggestions. Therefore, you need to improve them and tailor them to fit your marketing objective, audience, and brand voice. 

As you already guessed, the idea is to write multiple headlines for a single ad. Then you need to test each one. This will help you find out which one performs better than the others so that you can use it in your next campaign.  

Doing this will also help you find a headline that will resonate with your audience and boost conversion rates for your ads. While you’re at it, it’s also helpful to add dynamic keyword insertion (DKI) within your headline to increase the relevance of your ad campaigns to more search queries.  

6. Split Test Ad Copy 

Many businesses attempt to leverage the testing features of Google Ads to their advantage. This is not a new practice. However, with the increasing sophistication of Google’s tools, you can take full advantage of experiments in your campaigns.  

Thanks to these tools, it is now easier to conduct these experiments and split tests. The key to success with these experiments is having a clear idea of what you want your ad copy to do. For example, if you wish your ad copy to generate leads for your business, you should ensure that the ad has a call-to-action that will entice people to click on it.  

Ultimately, these tests allow you to access the performance of different combinations of elements, such as visuals, text, and calls-to-action, finding the ones that get the best response from your audience and generate the most leads.  

After your test runs for the needed amount of time, it’s okay to pause the least converting ads, craft new variations and repeat the split test all over. Remember, you don’t want too many keywords in your ad group, so switching off the least converting ads after creating new ads is a crucial step.  

Why? 

Too many ads mean lower ad relevance, and your CTR will take a nosedive.  

 
7. Avoid Industry Jargon But Backup Every Claim 

No doubt you’re an expert. However, your ad copy isn’t the place to flex your muscles of expertise. So, you don’t want to sound like an expert. Instead, you want to speak with the clarity of a native speaker, so you must avoid industry jargon and write in layman’s terms. 

This is a simple and easy rule to follow.  

When you are trying to write a commercial ad, you want to ensure that your audience understands what you are trying to say. As such, industry jargon can be tricky to understand for the audience. It can also lead to the audience feeling alienated or confused if they don’t understand what you are talking about. 

If you want your ad copy to be understood, use everyday language and make sure that you back up your claims with evidence. So always use concise and straightforward language. This prevents any confusion, which will only serve as barriers that prevent your audience from taking the desired action, reducing your CTR.  

8. Mention Pricing in Ad Copy 

 
Pricing is a key factor in getting a higher CTR. Yet, this part is perhaps the easiest part of the ad copy to get wrong simply because it can be challenging to incorporate into the rest of the copy.  

A study by ad tech company Kenshoo found that pricing is a critical factor in CTR (click-through rate) for ads. The study found that if an ad included the word “free” in its headline, it had a CTR of 0%. However, if the price was highlighted in the headline with “$5 off” or “$10 off,” it had a CTR of 8%. 

 
This is because it is easier for people to compare prices when highlighted. They can also see how much they will save. The most common way of highlighting the price is by using a bold font. However, this may not be effective if you have small text or short titles. 

Nevertheless, it renders your offers easier for people to notice, increasing their chances of clicking your ad and making a purchase.  

9. Create Closely Knitted Keyword Groups 

The Google Ads Interface is set up in such a way that encourages marketers to add many keywords to your campaign, Ad Groups, and account. But a common mistake that many people make is to focus on one keyword in their ad copy.  

So, you should not just use one keyword in your ad copy but instead use a combination of words that will be more relevant and targeted to your audience. 

However, there’s an issue that accompanies using a large number of keywords. As most businesses later find out, when one Ad Group has one too many keywords, this affects the relationship between the keywords of each ad group and the actual ad text.  

When users search for a term that belongs to your ad group with over 20 keywords, the displayed ads are unlikely to include the exact keyword in their search query. Consequently, this will adversely affect your keyword, ad click-through rate, and quality ratings.   

To prevent this, simply group closely related keywords into smaller subgroups instead of having many keywords into one ad group.  

Conclusion 

When it comes to attracting high-quality visitors, your marketing message is critical. Hence, optimizing the wording of your ad before publishing is an excellent place to start if you wish to increase the success of your ad campaigns, no matter the ad network.  

The nine ad copy strategies provided in this guide should be more than enough to assist you in crafting enticing ad copy which persuades your prospects and boosts your return on investment.  

The post The 9 Most Effective Google Ad Copy Strategies For 2X CTR And 10X ACOS appeared first on Get Better Click-Through Rate.

Our client manufactures and sells the world’s smartest gear for vehicle-based adventures.

Their roof racks, water tanks, tents, awnings, drawer systems, and camping accessories are enjoyed, and used extensively around the world by casual campers, the U.N., overlanders, NGOs, outdoor enthusiasts, and extreme athletes.

The company’s goal has always been to maintain digital marketing efficiency while driving sales. They contacted us and shared their problem area. Instantly, we could make out that we had to work on  optimizing their search campaigns to increase conversions. We had to keep an eye on their budget too.

Challenge

The main trigger (that led them to us) was that their key competition began advertising on adwords with increased budgets for their relatively low priced products. Our client started experiencing lower ad positions and higher competition for key search phrases.

Their adwords ROI was just 2 times of adspend (so for every $100 adspend, they were selling worth $200 products). With an average product profit of $30, they were actually bleeding. Clearly, they were losing out on their potential customers.

We were posed with a challenge to:

• Bring down the adspend/total conversion value to at least 20% (20/100)
• Get a minimum of 5-7 times ROI through Google adwords

Approach

After a thorough analysis of the user behavior on their site, we started off by realigning their campaigns as per the user searches and their product categories. A brief overview of the same is shown below:

Here is the complete list of activities we performed:

[table id=7 /]

Below is a quick comparison of the objective completion for the period March’17-Oct’17 (when our client was handling adwords on their own) and Nov’18-Jun’18 (This was when we took over their adwords account):

Red Line: March’17-Oct’17

Blue Line: Nov’17-Jun’18

Results

1. In a month, we were able to drive revenue of $123,500 with an adspend of approximately $7181
We started off with Google adwords for our client in Nov’17 and within a few months, they experienced a whopping 17 times return on their investment in Google adwords.

2.CPC reduced rom $0.88 to $0.32

3. Monthly impressions increased from 692K to 1.5M

4. Percentage of adspend/total conversion value reduced to 5.3%

Quality optimization the key to the success of effective online advertising campaigns.

Our team used to monitor the campaigns on a regular basis and adopted different strategies based on competition to make sure we didn’t lose out on any potential customer. Clearly, the results were beyond our client’s expectations and totally worth the effort we had put in.

*Are you planning to run adwords for your automotive aftermarket products website? We’ll be happy to lend you our expertise. For more information, please contact vibhav.gaur@ebizontek.com.

The post How an Automotive Accessories OEM Got 17x ROI through Google Adwords appeared first on Get Better Click-Through Rate.

Editor’s note: The difference between a professional Google ads company and a mediocre one is that the former knows how to run ad campaigns successfully for getting maximum returns on investment. Recently, we assisted a well-known skincare brand to increase their ad spend by 5 times. Take a look how we did it.

Our client sells wide range of skincare products.  The company also provides expert and professional skincare advice to their customers.

They offer advanced skincare solutions, as well as professional help and advice to customers to ensure the safe and proper use of cosmeceutical products at home.

The company’s goal was to maximize marketing efficiency and increase ROI. They contacted us for the support. Predominantly, they wanted us to focus on Adwords campaign.

After reviewing it, we identified that we had to decrease the cost of conversion by optimizing search campaigns while getting more transactions on their website without increasing their budget.

Let’s learn more on how we went about implementing it.

Challenge

Our client was struggling with low Adwords ROI that was just 2 times of ad spend( for every $100 ad spend they were just selling $200 worth of products). This showed that they were not able to get the desired revenue from online sales. Clearly, they were losing out on potential customers.

We decided to –

• Reduce their overall Ad Spend
• Increase their revenue from online sales
• Bring down the Ad Spend/Total conversions less than 20 percent(20/100) i.e. increase their Adwords ROI to 5 times.

Approach

We started off by doing a complete analysis of the user behavior on their website to track down what they were missing and why they were losing potential customers.

The analysis helped us in realigning their Google Adwords campaigns as per the user searches and their product categories.

Here is the complete list of strategies that we devised for them based on our analysis.

1. 24*7 Presence on Google SERP – A separate campaign with ad groups having generic keywords was created. This campaign had generic ad copies and landing pages with content that did not violate Google Ad policies. This ensured that we are present on Google SERP 24*7 via Google Ads. This resulted in:

• Greater brand awareness
• More user acquisition
• 24*7 Google SERP presence

2. Language-Specific Campaigns – Separate language-specific campaigns were created for regions that were getting revenue and the primary language was other than English.
This resulted in:

• More user acquisition
• Greater brand awareness

3. Location Targeting in Top Brand Campaigns – We started targeting the best revenue-generating locations by adjusting bids in top-selling brand campaigns.
This resulted in:

• More user acquisition in the targeted location
• Better conversion rate

4. YouTube Ad Campaigns – Created new campaigns for YouTube ads. The active users on YouTube are in millions in the UK so it made sense to do that.
This resulted in:

• Greater brand awareness
• Better reach
• More conversions
• More number of users for Re-marketing

5. Automated Bid Strategy – Started using Automated Bid Strategy in campaigns with low or no conversions.
This resulted in:

• Better reach
• More number of clicks

6. Phrase Match Modifier ( New Keyword Type in Google Ads) – The new phrase match modifier helped in combining Broad Match, BMM and Phrase Match Type keyword in a single keyword thus giving more control over keywords.
This resulted in:

• Better reach and conversions

7. Competitor Campaign-Product Brands – Created separate competitor campaigns for the top-selling brands as the competitors were different for different brands.
This resulted in:

• More user acquisition
• More number of clicks

Results

Below is a comparison of Adspend and ACOS (Total Adspend/ Total Conversions) summary for the year 2018  (when they were handling the Adwords on their own) and 2019 ( when we took over their Adwords Account)

Working closely on the project, in just one year, we were able to bring the following change:

• Decrease the Ad Spend by around 50%
• Ad Spend/Total conversion was improved by 30.6%, thus improving the Adwords ROI from just 2 times in 2018 to 5 times in 2019

Optimization is the key to success of online advertising campaigns.

Our team monitored their campaigns closely and adopted different strategies while keeping an eye on their competitors.

Clearly, the results were beyond our client’s expectations and totally worth the effort that we had put in.

The post How We Helped a Skincare Products Store Increase Their Adwords ROI by 5 Times in Just One Year appeared first on Get Better Click-Through Rate.