Anuncios de texto efectivos: 5 consejos que te ayudarán a lograrlos

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Hacer anuncios de texto efectivos (text Ads) en Google Ads puede asegurarnos las primeras posiciones y generar ventas sin invertir mucho dinero. Hoy desde Management en Red te mostramos qué pasos debes seguir para realizar un anuncios de texto efectivos.

1. Define el objetivo que se busca conseguir con el anuncio.

Este es el punto de partida en la estrategia y el enfoque que se le va a dar al anuncio. No es lo mismo un anuncio que busque generar conciencia de marca, que uno que busca generar directamente una venta, o uno que busque generar contacto con el cliente previo a la venta de un producto.

Los anuncios de texto son usados generalmente para llevar a la acción que genera la venta, por esto, es importante incluir llamados a la acción o call to action como:

  • Reservá ahora
  • Comprá hoy y ahorrá
  • No busques más
  • Nosotros te ayudamos
  • Registráte ahora.

Los llamados a la acción son vitales para que el usuario haga clic y esto desencadene una venta.

2. Piensa cómo podría llegar a buscarte un usuario.

Podemos crear el mejor anuncio o ad de Google que se posicionaría en los primeros lugares, pero no nos sirve de nada si no se activa al momento de la búsqueda, por esto es importante detectar palabras clave (Keywords) con las que el usuario haría una búsqueda y podría encontrar nuestro producto o servicio.

Para localizar palabras clave o keywords podemos acudir al planificador de palabras clave o keyword planner, que nos dirá cuáles son las más buscadas y las más cometidas en el mercado, también nos dará un estimado de cuánto puede llegar a costar la puja por cada palabra.

Google trends nos puede dar una idea de temáticas relevantes que son populares para nuestro mercado y que generan muchas búsquedas; también puedes buscar a la competencia y ver cómo están dirigiendo los anuncios (Ads) para optimizar los tuyos.

3. Incluye tu valor adicional o mayor diferencial.

Explícale al usuario por qué debe quedarse con tu producto o servicio, da relevancia al título (Headline), haciéndolo llamativo para el público; la descripción (Description) cuenta con 80 caracteres incluyendo espacios, muestra qué beneficios tiene el usuario al elegirte; muestra tu oferta de valor, puede ser el envío gratis o la garantía de devolución, o alguna oferta especial por entrar a la página a través del anuncio (Ad).

Evita el abuso de mayúsculas, símbolos repetitivos, lenguaje inapropiado, faltas de ortografía, palabras abreviadas y el uso frecuente de la palabra “clic”.

4. Usa extensiones (Extensions) para enriquecer el anuncio (Ad).

El uso de extensiones (Extensions) en los anuncios de texto (Text Ads) aporta contenido de calidad haciendo el anuncio (Ad) más llamativo para el público. Entre las extensiones (Extensions ) más importantes podemos encontrar:

  • Extensión de ubicación (Location Extensions): para indicar la dirección del local físico.
  • Extensión de llamada (Call Extensions): que es especialmente efectiva en dispositivos móviles, ya que pueden llamar directamente a la empresa y recibir información.
  • Extensión de enlaces (Sitelinks Extensions): que llevan al usuario a páginas de interés concretas dentro de nuestro sitio web.

5. Refuerza el mensaje con la URL

El uso de la URL visible puede ayudarnos a acortar la URL de destino y hacerla más específica, para que el usuario sepa qué va a encontrar al hacer clic en la publicidad.

El uso de la URL visible reforzará el mensaje del título y la descripción.

Con estos pasos a seguir estás listo para hacer anuncios de texto efectivos o text ads que generen conversiones para tu marca o empresa.

También puede interesarte nuestro artículo sobre 5 claves para usar Google Ads con un presupuesto bajo.

Si la temática del artículo fue de tu interés, te invito compartirlo en tus redes sociales y a escribir tus comentarios.

Lic. Pablo Dominguez
Co-founder Management en Red
Licenciado en Administración
Docente de UCES en materias de Marketing y Marketing Digital
Líder de equipos comerciales
Consultor independiente.

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