When writing ads, your aim should be to make it attractive to people that are most likely to convert, and dissuade clicks from people who are unlikely to convert on your goals. Essentially, this is one of most effective ways to cut down on wasted spending. There are so many accounts that generate a lot of clicks but get very few conversions, and this is totally avoidable.
You need to qualify your ad by being clear about who you are and who your target audience is. Your aim should be to be not only to be noticed but to be passed up on by people that are not likely to convert on your site’s goals.
Your ad should be inviting only to those people who are likely to perform a specific action on your website, and you can do this by letting the people who see your ad know exactly what it is you want them to do when they get to your website. Those who do not wish to complete that action would be less likely to click on the ad. So, when your ad does receive a click, it should be from a prequalified searcher who is ready to continue down the path to conversion.
People are generally wary of qualifying their ad because of the effect on CTR. The fact is, although CTR may suffer when you qualify your ad this will not adversely affect Quality Score in the long run, and it’s more important to get high quality traffic to your site. In fact, this is something that Google recommends.
Furthermore, when the right people click on your ads, you’ll have reduced cost per conversion, and other metrics of Quality Score will be improved such as time-on-site, bounce rates, engagement, and relevancy btw ad text and keyword. Quality Score is not just about having a high CTR. On the other hand, if you’re getting high CTR but high bounce rates and low engagement metrics, your Quality Score will suffer, and this will increase cost per conversion.
Here are ways to qualify your ad:
Include your price point in the ad itself.
This is the most effective way to dissuade irrelevant clicks. If someone is looking for a product or service that you offer, don’t let them waste your money. Let them know how much you cost right before they click on your ad.
For example, consider the keyword “black ralph laurent boots online”. It is very likely that many people that use this search query are looking to buy black ralph laurent boots. However, most people tend to shop around when looking to make a purchase online, and they may not be ready to pay your price. The only way to dissuade people looking for research is to qualify your ad by adding price to your headline. E.g. Black Ralph Laurent Boots From $500.
Use specific keywords.
You can use specific keywords in your ad that will dissuade a particular user from clicking your ad. For example, if you’re a B2B company that is targeting Fortune 500 companies, add that in your ad so that people know exactly who you’re targeting.
Include an intended call to action.
Let the user know exactly what you expect them to do when they get to your site. E.g. click this button and start a free trial. If signing up for a free trial is not something they are likely to do, they will not bother clicking your ad, and you’ll have saved money that would otherwise be wasted.
Use date and time indicators.
If you’re advertising something that is time-sensitive, including an expiry date in your ad will get you much higher click through rates and conversions as long as it is targeted at the right prospects.
Let them know it is a contract.
If you offer a service that requires a monthly commitment, include this in your ad. E.g. monthly contracts start at $6.99, etc.