One of the most often ignored elements of paid search advertising is the ad copy. While you’re continually optimizing campaign, ad group and keyword performance, ad copy can easily be forgotten. However, your ad copy can be the area that improves your advertising efficiency to the greatest extent. So if you’re looking to increase conversions for your business, start by taking a look at your ad copy. Here are a few tips to drive more conversions:

1.) Special Offers and Discounts

Motivate your audience to click on and convert from your ads by incentivizing them. Intercept traffic from your competitors by working compelling offers into your ad headlines. Savings, discounts and exclusive offers will engage the audience. Adding some urgency to those offers will get them to convert!

2.) Reduce Buyer Apprehension

Most people experience some level of anxiety before making online purchases. Am I getting the best deal? Am I purchasing from a reputable brand that I can trust? These are examples of questions one may consider before hitting that checkout button. Finding ways to make your buyers feel less apprehensive through your ad copy could put their minds at ease and limit purchase hesitation. Try emphasizing your brand’s credibility by including text like “over 100 years of business experience” or “as featured in The Wall Street Journal.” Then enhance your brand’s credibility even further through features likes seller rating and review extensions. Studies have shown that 80% of online purchases are made after extensive online research of ratings and reviews. Giving your visitors that information upfront will surely reduce some anxiety and make them feel more comfortable with your brand.

3.) Reduce Buyer Friction

There are other obstacles to consider besides buyer apprehension. Buyer friction could slow down your sales as well. Advertisers can reduce buyer friction by eliminating early barriers upfront. How fast can my product be shipped? What’s the return policy? Is the product easy to install? Answering those types of questions and providing visitors with additional reassurance leads to less friction and nudges potential buyers closer to purchase.

4.) Set Yourself Apart

Figure out what makes your product unique or sets you apart from your competitors. Are you less expensive than the competition? Do you have a larger product selection? Drive these points home in your ads so your audience can clearly understand your value proposition and click your ad over the other guys’.