what is your customers end goal?


In my last post I talked about creating Adwords adverts with FOMO (the fear of missing out).

But what about the rest of the advert?

Google doesn’t give you a lot of room to play with when it comes to writing your ads. Other than your URL, you get a heading (25 character limit), and 2 lines of description (35 characters each). Of course, those character limits include spaces.

As a result, writing Adwords adverts is quite possibly one if the most frustrating marketing activities you’ll ever have to do.

If you want to stand out from everyone else you have to get creative, which is easier said than done.

Think of the end goal

No, the end goal in this case isn’t nipping to the bar on  your way home from work for a well earned pint.

The end goal is in the head of your reader.

Not the most accessible place, but that’s where it is firmly lodged so you’ve got to find a way of working out what it is.

Let’s look at an example.

If you’re selling spot cream, potential buyer are probably searching for things like “Dealing with spots”.

You might think that would make a good headline, think again.

What they’re actually wanting to do is get rid of spots forever – that is their end goal, so your advert would be more powerful as:

Get rid of spots forever

That way you’re giving them the end solution that they’re looking for.

So next time you’re writing an Adwords advert, don’t waste your characters telling your readers something they already know; instead show them you’ll help them achieve their end goal.