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Leveraging ‘best in class’ qualities in Adwords Text Ads

Many advertisers find it hard to compete amongst giants of their industries because of their long-running ads, high-bidding practices, over-hyped brand awareness, and impression share coverage.  How can you possibly win top spots and high converting clicks with the mega brands that continually out rank and out sell you on a daily basis?  Simple, leverage your best-in-class qualities and start using those powerful adjectives in your Adwords text ads. 

If your brand has been around for a while, you undoubtedly have a number of high-profile recommendations, honorable mentions, or testimonials that you can use as leverage for your product or service.  If you don’t, consider reaching out to some of your industry pundits an introducing your product or service.  Many authoritative industry types will jump at the chance to test-drive your product or service, and write favorably about it - especially if no-one else is.  But how does this help you?

Let’s say you have the best price in the industry and not many people know about your brand, but you did get an authoritative mention in an industry magazine, newspaper, or e-zine as recognition.  Wear that badge of pride and stick that on your landing pages with excerpts quoted from the genuine article (with permission of course) and leverage your strength on a corresponding and complementary text ad.

“But Garry, Google Adwords doesn’t like when you use words like ‘lowest’ or ‘cheapest’ or ‘best’…”

You’re absolutely correct, they don’t like it right away, unless you request an exception with definitive proof to your claim on a landing page that contains an authoritative and genuine article link to prove your case.  Should you be approved and allowed to run your ad, you could easily start competing with the big boys in your space.

If you think about it, pleading your case is worth it in the long run:

• Customers recognize authoritative mentions on landing pages and will theoretically trust companies that reinforce their features and benefits with testimonials and industry reviews.
• Big brand names in your market may garner name recognition, but not necessarily the best prices.  Brand power means they can offer identical products for higher prices, but not everyone cares about branding.  Leverage your ‘best in class’ features and ride the wave of increased click share.
• Google Adwords algorithms favor the grinder.  Fight it out on Google to show even the most modest gains week-over-week in visitor click through, retention, and conversion and you will be rewarded with better Ad Quality.

In recent tests I have conducted, I found that leveraging ‘best in class’ adjectives in ad text resulted in (at minimum) a greater than doubling effect in click through rate, significant reductions in bounce rate, and of course:  much longer time spent on page, and time spent on site visitor sessions.  Of course, competing in an aggressive market isn’t a one-time fix, so don’t get complacent.

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