No need for a phoney account or third-party tools. Right within Google Ads, you can now perform competitive ad text research.
For any marketer, reviewing competitor ads is a crucial step in the creation or QA of ads text.
After finding the ads, it is important to analyse them systematically.
It has been necessary to employ third-party tools, such as Semrush, SpyFu, or Google's Ads Preview tool, which all frequently rely on sample data and do not provide thorough examples.
Well, those times are over thanks to Google's most recent features.
The opportunity to conduct competitive ads text research directly within Google Ads is now available.
To create a methodical analysis approach, follow these steps whether you're looking at text-only or non-text copy.
By doing so, you'll be able to better organise your insights, identify trends, and establish a framework for iterative analysis over time.
The call to action (CTA), arguably the most significant component of the advertisement, is what will motivate the user to convert.
Keep an eye out for any incentives or offers, urgency messaging (such as today, right now, or for a limited period of time), the location, and potential repetitions of the CTA within the advertisement.
The CTA should appear multiple times in sophisticated advertising copy. With subsequent mentions expanding to include incentives, the first mention may include urgency messaging.
As a best practice, the CTA should specify how to purchase the good or service if it is not available online, which usually entails calling or going to a physical location.
This is particularly important if the product or service is novel, highly technical, has a colloquial name that is sufficiently distinct from the official brand name, or if the company has several divisions.
For instance, a printer manufacturer might find it useful to examine abbreviated product names that do not contain all of the technical aspects.
Similar to how many digital marketing service companies have lengthy names that encompass all of their services, not all of them have to be mentioned in full (e.g., KP Webtech - SEO Company in chennai ).
Ads, whether visual or text-based, spend a lot of space describing the salient features of the promoted good or service.
Keep track of those and any qualifying descriptions or visualisations that are employed.
Look closely at the adjectives and adverbs in text-based advertisements to see if they are superlative or factual.
Keep an eye on how the product is portrayed in non-text ads and whether the imagery is lifestyle- or technically-based.
While a product's or service's features can help describe a use case, it is the benefits that will persuade a user to engage.
Take note of any solution-oriented language or imagery used, any references made to support assertions, and whether the benefits being described are short- and/or long-term.
When the consumer is not the ultimate (or only) beneficiary, it may occasionally be necessary to mention multiple levels of benefits.
Marketers frequently forget that one should address the needs of both the purchaser (for instance, the person buying a gift, who may be cost-conscious) and the recipient in circumstances like gifting, purchasing insurance, education, or caregiver services (e.g., who might be more concerned with a flexible return policy).
Brand inclusion is yet another crucial aspect to examine.
Take into account everything from spelling to the presence of trademark symbols, placement in headlines and/or the content body, logo size, even before your brand is described within the ads, and possibilities to include your registered trademark.
But be careful not to rely solely on the URL.
Every once in a while, an advertiser gets distracted by the other components of the advertisement and neglects to include the brand name or logo, relying instead on the difficult task of communicating the brand name through the visible URL.
Unfortunately, the clutter of the other ad elements frequently obscures that URL.
This final component is possibly the most difficult to define.
Which user journey stage the advertiser is aiming for can be determined largely by the ads tone and CTA.
Targeting a user earlier in their online research journey would suggest using a more informative, informal tone.
In contrast, a blunter ads is probably meant for a user who is in the mood to make a transaction.
The ad content length, or, for non-text-based ads, the video duration or image size dimensions, is last but not least.
Ads with the highest likelihood of success are frequently those that tell the most compelling stories or actively involve users.
On the other hand, it isn't always the best strategy to use a lot of text or a long video in an advertisement just because those options are available. Less is frequently more.
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Without suggestions on how to apply the insights after they have been tracked, these competitive ads analysis pointers would fall short.
The propensity to copy what others do is common. However, that might result in all players communicating in a similar manner. Users will find it more difficult to distinguish between the available options as a result.
While it is worthwhile to steal concepts from your rivals, repress the urge to imitate a presumed market leader. Instead, get opinions from various players, then systematically test certain aspects.
It's out pleasure to have a chance to cooperate.