Create URGENCY in Paid Search

In today’s envi­ron­ment, it is essen­tial to get the atten­tion of your audi­ence with­in a few sec­onds and to deliv­er your mes­sage to them quick­ly, or you risk wast­ing your mar­ket­ing invest­ment. Indeed, if a sense of urgency is prop­er­ly con­veyed, it can be a pow­er­ful way to increase conversions.
How­ev­er, this tech­nique has some­times been overused, so it is essen­tial to pro­vide a com­pelling and legit­i­mate rea­son for con­sumers to buy, while mak­ing sure to main­tain a great cus­tomer expe­ri­ence through­out. Cus­tomer expe­ri­ence is more cru­cial than ever: in the 2015 Dig­i­tal Trends Report, it was vot­ed the num­ber one pri­or­i­ty for mar­keters over the next 5 years.
In this arti­cle, I will share my best prac­tices to gen­er­ate some urgency in your search cam­paigns, from ad copies to land­ing pages, that will not only improve search user expe­ri­ence, but also the per­for­mance of your search campaigns.

Create urgency in ad copies

Cre­at­ing a sense of urgency can be very easy with the use of the right word­ing. In the sec­ond line of the descrip­tion of your ad copies, include expres­sions like “Lim­it­ed time offer”, “Offer ends soon”, “Don’t delay”, or “Hur­ryup”.
You can also con­sid­er using a count­down in ad copies, which works par­tic­u­lar­ly well but requires more advanced tech­niques. As you can see below in the sec­ond descrip­tion line, this fea­ture auto­mat­i­cal­ly updates ad cre­ative with a count­down in days and hours for a sale, lim­it­ed offer, or event. This is sim­i­lar to what some mar­keters use in their email cam­paigns, and is a very effi­cient way to boost Click Through rate and Con­ver­sion rate. Have a look at this sim­ple step-step guide to add a count­down in ad copies or this more advanced tuto­r­i­al.

Through enhanced Sitelinks (see below), you can include a descrip­tion of the offer (char­ac­ter lim­it is equal to ad copies), but you can­not include a timer yet. How­ev­er, things like “Hur­ry up” are allowed, and plac­ing these words strate­gi­cal­ly with­in your calls to action can sig­nif­i­cant­ly increase the per­for­mance of your ads, espe­cial­ly for cross sell­ing, events end­ing soon, or oth­er aware­ness pro­grams. See the AdWords guide to cre­at­ing enhanced Sitelinks.

Create urgency in the landing page

Final­ly, if you have the urgency mes­sag­ing in the ad copies, it is essen­tial to ensure that you fol­low this through to the land­ing page – on the mar­quee, next to the prod­uct descrip­tion, on the online store etc. This will allow you to main­tain the urgency and rel­e­van­cy of your ads through to the on-site expe­ri­ence. Worst-case sce­nario would be to just have the end date in the T&Cs – make sure you don’t only do that!

What about you, do you often use a sense of urgency in your mar­ket­ing cam­paigns? What are your best tips to do so? Do not hes­i­tate to share your ideas in the com­ments, and feel free to con­tin­ue the con­ver­sa­tion on Twit­ter @gble­con.

Cov­er Image © Min­er­va Stu­dio —