Google recommends creating a minimum of three ads per ad group for search campaigns.
The reason (so they say) is to give their system room to test the messaging of different ads. Their reports provide data explaining which type of message resonates best with your audience. You can use that to optimize your campaigns — or if you trust Google’s automated strategies, they’ll optimize your campaigns for you.
It sounds easy. If you can keep it simple and let the data speak for itself, then it is. But most marketers I know have a hard time writing ads and leaving it at that. They want to write good ads, so they spend a long time trying to come up with the perfect ad.
That’s a problem. Google doesn’t care about what you feel is a good or bad text ad. Once an ad goes live and enters the auction, the data will determine whether it’s good or not.
The goal, then, is to lower your inhibitions enough to write many ads (at least three per ad group) and to come up with a system that helps you do the process quickly. That’s where angles come into play.
What’s an Angle?
In digital marketing, an angle is the message you use to appeal to your target audience. Some angles might not seem applicable in certain niches or industries, but it’s still a good idea to have a general list of angles that you can reference while writing ads, even if you only use some of them.
The following is a list of angles I reference when writing new ads. I’ve compiled them from marketing books over the years with small tweaks to make them my own (if you want marketing book recommendations, you can find mine here).
1. Say It Plainly
This is the perfect place to start. Don’t try to be fancy, funny, or clever. Just write an elevator pitch.
Many marketers think these ads are boring, but ads should only be as fancy as necessary to match the sophistication of the market. That’s why you start here.
2. Appeal to Fear / Scare Tactics
What are some of your audience’s fears that your product or service solves?
Call them out and explain how your product or service solves them.
3. Project Authority
People like to buy from and work with the best, so show them you’re the best (and tell them why).
4. Exhibit Similarities (Liking)
People also like to buy from and work with other businesses which are similar to them. Think about politicians dressing down by wearing jeans and plaid, then walking around a farm to show they’re “one of the people”.
Do this to your target audience, but with words. Make your business relatable.
5. Use Social Proof
You know what else other people like? They like… what other people like.
It’s why we read product reviews on Amazon. Did other people buy what I’m thinking about buying? Are they happy with it? If they did and are, I’ll probably buy it too.
Social proof doesn’t have to be a review, though. You can use anything that shows other people approve of your service or product.
6. Use Scarcity
Good things are hard to get. Time constraints, limited supply, and prohibitive pricing are all ways to show scarcity.
7. Challenge a Belief
What beliefs or clichés do your audience have that make you want to prove them wrong? Pick a few and challenge them.
8. Provide a Shortcut
Everybody loves an opportunity to be more efficient with less effort. How does your product or service allow customers to “life hack”?
If you don’t have a shortcut, maybe your shortcut is the longcut — try that for an angle!
9. Make an Offer
Sophisticated markets necessitate competitive advantages. Making an offer or special deal is a smart way to stay competitive.
10. Sell the Dream
What does your product or service ultimately help your customers achieve? Why? Keep asking why until you hit the end-goal, then sell the dream.
11. Pose a Question
Rhetorical questions can catch your audience’s attention. If you know your audience, then you already know what they’re thinking and can address it proactively.
12. Sex Appeal
Sex sells. Can you sneak it into your text ads? Try and give it a shot.
13. Hit a Pain Point
I don’t know about you, but when I’m in pain, I’ll happily spend money to make that pain go away as soon as possible!
What pains do your customers have? Address them and explain how your product / service solves them.
14. Sell Novelty
New things are fun and exciting. What’s new and shiny in your business that can grab your customer’s attention?
15. Sell Comfort
How does your product / service allow your target audience to live more comfortably? Tell them it does, then tell them how.
16. Be the Best
Ash Ketchum wanted to be the very best like no one ever was. You know who else wants to be the best? Your customers. So appeal to their ego.
These angles don’t need to be used separately. You can — and should! — try combining multiple angles in the same ad. Feel free to bookmark this page and reference it whenever you need to write new text ads.