10 key points for writing your local ads

Writing an ad, or ad copy writing, is a skill. How it works, which words to use, in what order,... many factors come into play to create a quality text.

Fortunately, the basics of writing advertising texts are accessible and based on 10 key points that are easily achievable! Here is the list with good practices and points to watch out for.

1. Highlight what differentiates you

Free shipping? Large product selection? Tell people what you offer that differentiates you from the competition! Highlight your products, services, and promotions to stand out.

2. Include prices, promotions, and exclusives

Internet users are always looking for something online. Give them the right reasons to make a decision. If you have promotions, limited stock, exclusives, highlight them.

3. Encourage customers to take action

Are you selling something? Tell them what they can buy. Do you want reservations? Tell them how to contact you. CTAs (call to action) like buy, call, order, browse,... clearly communicate what the user can expect.

4. Include at least one of your keywords

Keywords help assess the relevance of your ad to what people are looking for. For example, if you sell apples, include the word apple in your keywords as well as in the ad title: the title could be “Promotion: apples Jonah Gold”.
Here is an article on how to build a list of relevant keywords for your advertising.

5. Play on the seasonality of your local ads

Don't hesitate to highlight seasonal elements: names of holidays (Christmas, Easter,... specialties (Turkey, Chocolates,...), promotions (summer sales, back to school promotions,...). These elements can respond to part of the user's query, such as "where to buy a Christmas turkey" for a supermarket or "Christmas gift for kids" for a toy store.

6. Don't forget to link the ad content to the redirect page

Don't hesitate to highlight seasonal elements: names of holidays (Christmas, Easter,... specialties (Turkey, Chocolates,...), promotions (summer sales, back to school promotions,...). These elements can respond to part of the user's query, such as "where to buy a Christmas turkey" for a supermarket or "Christmas gift for kids" for a toy store.

7. Target mobile users with your local ads

Consider creating ads targeted at mobile users, using a landing page on your website that is specially optimized for mobile (faster page loading and user experience designed for mobile use). Keep in mind that mobile ads may appear differently than on desktop and tablet.

8. Enable call and location extensions

People seeing your ad on mobile are more likely to want to know where you are located or call you. Set up location and call extensions so that users can see your address and phone number.

9. Highlight your location

Do not hesitate to recall your location (district, municipality, ...) in the text, this could give your ad more chance to stand out for a specific query. Your local Google advertising campaigns are linked to your store pages, and therefore to the physical address. Bonus tip: to refine searches, indicate the catchment areas of each establishment in their Google My Business listings.

10. Of course, check for typos, spelling, and syntax errors

Google wants to ensure that the ads on its network are highly qualitative, which is why it requires all ads, extensions, and landing pages to meet strict professional and editorial standards.
This translates to no double spacing, no iNappRopriate CaSe, unclear URLs, etc...

The final word: Experiment first!

Writing advertising texts, although following broad principles, is not an exact science. Prepare three or four text variants for each campaign, and use different wording to see which one performs best. Google Ads automatically rotates the different variants to show more frequently the ones that perform best. Learn more about ad rotation

Mobilosoft supports retail chains in local digital marketing of their points of sale: local SEO, customer review management, and local publications and advertising.
If you have any questions, don't hesitate to contact us!