Pricing
Everybody loves a bargain so if you’re selling one, make sure you shout about it in your ads. Including a specific price point can double CTR! Once you’ve checked out the competition and confirmed that your deal is definitely a steal, write an ad to reflect this, e.g. ‘Return flights to Paris for £25’. Ensure that the same price is represented on the landing page to speed the ad through the editorial process, and to make the user experience as smooth as possible.
Special Offers
You may also have a special offer that you want everyone to know about. If your product or service is available at a discounted rate or with additional value, make sure your ad states this, e.g. ‘save 20%’, ‘pay £5 less’, ‘huge discounts’. Again, try to make the offer as specific as possible, so the searcher knows exactly what a great deal they’re getting. Include specific price points where you can.
Unique Selling Points
You can also differentiate your product by calling out its Unique Selling Point (USP). This is the single most saleable feature of a product or service, e.g. ‘limited edition CDs’, ‘no commissions’, ‘guaranteed delivery before Christmas’.
In the retail sector, ‘free shipping’ or ‘free delivery’ is two of the strongest USPs. Distinguishing your product through USP can have a fantastic effect on CTR, but bear in mind that “over 50% of users prefer to click on factual rather than “sales” listings”.
Here is some of the most effective USPs on Microsoft adCenter:
Everybody loves a bargain so if you’re selling one, make sure you shout about it in your ads. Including a specific price point can double CTR! Once you’ve checked out the competition and confirmed that your deal is definitely a steal, write an ad to reflect this, e.g. ‘Return flights to Paris for £25’. Ensure that the same price is represented on the landing page to speed the ad through the editorial process, and to make the user experience as smooth as possible.
Special Offers
You may also have a special offer that you want everyone to know about. If your product or service is available at a discounted rate or with additional value, make sure your ad states this, e.g. ‘save 20%’, ‘pay £5 less’, ‘huge discounts’. Again, try to make the offer as specific as possible, so the searcher knows exactly what a great deal they’re getting. Include specific price points where you can.
Unique Selling Points
You can also differentiate your product by calling out its Unique Selling Point (USP). This is the single most saleable feature of a product or service, e.g. ‘limited edition CDs’, ‘no commissions’, ‘guaranteed delivery before Christmas’.
In the retail sector, ‘free shipping’ or ‘free delivery’ is two of the strongest USPs. Distinguishing your product through USP can have a fantastic effect on CTR, but bear in mind that “over 50% of users prefer to click on factual rather than “sales” listings”.
Here is some of the most effective USPs on Microsoft adCenter:
Consider using Dynamic Text Insertion – {param2} and {param3} - to insert prices, special offers or USPs if you plan to update them regularly.
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