The infographic below rather nicely highlights the effects that the wording of adtext can have on the success or failure of making your Ad one that people want to click.
Different styles of language and tone can resonate very differently with different audiences. If you can find the right tone to use with your target audience, chances are that they will click on your ad to find out more about what you’ve got to offer.
The only way you are going to find out the answer to what approach works best is through some good old fashioned A/B testing. Create 2 ads within your Ad group and change one part of the ad, whether it’s the Headline, The Adtext, or the Display URL, and then make sure you to set your ad delivery to rotate evenly! It is crucial to only test one thing at a time, otherwise you cannot truly understand what part of the Ad is attributable for any differences in the results. You can then sit back and watch the results come in, easy peasy!
Whilst it is easy to set up a split test like this, the testing process should be ongoing to continue to drive optimal click through and conversion rates. Use your creativity to try out different tests and keep searching for ways to make your business stand out amongst a crowd of other business’s all trying to entice your potential customer away from you.