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Call to Action in Headline of ad

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hello everyone,

 

Would you guys recommend having a call to action directly in the ad headline in order to filter out people not looking to buy your product and that also don't read the whole ad text?

 

For example "Buy a Refrigerator" as headline.

 

Thanks.

2 Expert replyverified_user

Re: Call to Action in Headline of ad

Top Contributor
# 2
Top Contributor

Hi BruLee,

 

Certainly worthy of testing.

 

Best of Luck!

 

Pete

 

petebardo -- Deadhead doing AdWords

Re: Call to Action in Headline of ad

Explorer ✭ ✭ ☆
# 3
Explorer ✭ ✭ ☆

I would suggest using negative keywords to filter out unwanted searches

 

You can read about them here

https://support.google.com/adwords/answer/2453972?hl=en

 

You can then use keywords such as "manuals" and "reviews" to filter out those who don't want to buy

Re: Call to Action in Headline of ad

Visitor ✭ ✭ ✭
# 4
Visitor ✭ ✭ ✭
Thank you Pete.

This is what I will be doing.

Re: Call to Action in Headline of ad

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
However, someone searching for refrigerators might not be looking to buy any refrigerator maybe he's just searching to get information about them.

Having a headline of "Buy a Refrigerator" would make him not click on the ad if his objective is to not buy one.

As Pete said, it's worthy of testing I guess.

Cheers.

Re: Call to Action in Headline of ad

Top Contributor
# 6
Top Contributor

Hi BruLee, I think testing is the only way you'll find out for sure.  Make sure you do it long enough to gather a reasonable data set and try not to change anything other than the Headline so the test is as "pure" as possible.

 

As I'm sure you know, the traditional wisdom is that the Headline should match the search term as closely as possible since this seems to "catch the eye".  It might be interesting to see how this test differs between the Search and Display networks - especially Display networks using non-Keyword based targeting...

 

Jon

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