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Demand Curve: Questions you need to answer in your paid search ads
Around 15% of website traffic comes through paid search ads. But to turn passive searchers into active shoppers, your ads should answer their question and entice them to click.
We’ve tested thousands of paid search ads at Demand Curve and through our agency Bell Curve. This post breaks down 14 questions your paid search ads should answer to ensure you’re only paying for the highest-intent shoppers.
Question 1: “What’s in it for me?”
An important distinction between paid search and organic search is that paid ads are an interruption. Users of search engines are simply looking for an answer to their question. The people who see your ads don’t owe you anything. Just because you’re paying to have your ad show up first doesn’t mean they’re going to pay attention to it.
To generate genuine interest in your paid ads, reframe your offer as a favor.
You can do this in two ways:
- Describe the features of your product as the solution to your customers’ problem.
- Emphasize the outcome your customer seeks.
For example, reframing free delivery as an extra convenience makes the offer that much more attractive.
Use ad extensions by listing additional benefits in the description of the page. For example, including “customized plans” in the pricing extension page signals to your customer that they’ll have control over the cost. This will help to attract the curiosity of even the most cost-conscious buyers.
Image Credits: Demand Curve
Question 2: “Why should I buy now?”
Approximately 80% of e-commerce shopping carts are abandoned, mostly because shoppers don’t feel any urgency to complete the transaction. Online shoppers aren’t in any rush, as the internet is open 24/7 and inventory feels unlimited.
Use ad copy that bridges the gap between their problem and your solution. The easiest way to create that curiosity bridge is by asking a question.
To answer the question, “Why should I buy now?”, you’re going to have to create an incentive to get them to take action now.
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Apple’s Search Ads expand to six more markets in Europe and Asia
In December, Apple introduced a new pay-per-install ad product called Search Ads Basic aimed at smaller developers, to complement the existing Search Ads product, which then became known as Search Ads Advanced. Today, the company is expanding Search Ads to more countries, including France, Germany, Italy, Japan, South Korea, and Spain, bringing the total number of countries where Search Ads is available to thirteen.
In addition to the U.S., Search Ads Advanced had already expanded to Australia, Canada, Mexico, New Zealand, Switzerland, and the U.K.
Developers in the newly supported countries will be able to create campaigns using Search Ads Advanced starting on July 25, 2018 at 4 PM PDT, with those campaigns appearing on the App Store starting August 1, 2018 at 4 PM PDT.
Meanwhile, Search Ads Basic will be available across all thirteen supported countries starting on August 22, 2018 at 10 AM PDT.
To encourage sign-ups, Apple is offering first-time advertisers a $100 USD credit to try out the product.
While the first version of Search Ads launched back in October 2016 in the U.S., the idea behind the newer “Basic” product was to offer developers a different – and simpler – means of reaching potential customers.
Search Ads was originally designed to allow developers to target users’ keyword searches, combined with other factors like location, gender or whether or not they had installed the app in the past. Developers would pay when users tapped on those targeted ads.
With the launch of Search Ads Basic, it’s easier to set up campaigns.
Developers only have to enter the app to be advertised, the campaign’s budget, and how much they want to pay per install. Apple helps by suggesting the max developers should pay using historical data. Then, developers only pay for actual installs, not taps.
Although the App Store was redesigned with the launch of iOS 11 to offer improved discoverability, search is still a key way people find out about apps.
Apple says that over 70 percent of App Store visitors use search to discover apps, in fact, and 65 percent of all downloads come directly from an App Store search.
The ads work well, too, as they have an over 50 percent conversion rate, on average, says Apple.
Apple’s advantage over the pay-per-install ads found elsewhere on the web isn’t only the ads’ placement – at the top of App Store searches, where they’re identified with a blue background and “Ad” icon – it also manages this without violating user privacy. That is, it doesn’t build specific profiles on individuals for ad targeting purposes, and it doesn’t share user data with developers. By its nature, this makes the system GDPR compliant.
In addition, Apple only places an ad when it’s relevant to a user’s search – developers can’t pay more to have their ad shown more often across less relevant searches, which offers a more level playing field.
Apple didn’t say when Search Ads would reach other countries, but with the new expansions it has some of the top markets now covered.
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Apple introduces a new pay-per-install ad product called Search Ads Basic
Apple today is introducing a new way for app developers to acquire users for their apps: it’s launching a pay-per-install advertising product called Search Ads Basic. The “basic” branding signals that this product is being aimed at smaller developers compared with the existing Search Ads product, which is now being renamed to Search Ads Advanced. Launched last year, Search… Read More
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Apple’s App Store at the end of the app era
Like a fly frozen in amber, the App Store’s fundamental deal has remained unmoving since its inception. As an enormous ecosystem swelled around it, crystalline structures of new rules and avenues of customer interaction have also grown — but not nearly fast enough for most developers. Read More
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