Were considered neutral.
Given ad is very much vertical, audience, and offering specific. You’d never tell someone who’s about to score your ballin’ mid-funnel whitepaper to “Buy Now,” would you?Now, we’ve excluded branded ads in our analysis of calls to action because oftentimes advertisers will fail to explicitly drive action (or actively choose not to) in branded ad copy. Instead, many advertisers use them more like text-based billboards atop the SERP; the goal is to tell prospects that you exist, not necessarily incite a click. While this is certainly useful to some degree, it doesn’t help us understand what makes non-branded (often more commercially relevant) text ads tick.While phrasing will differ slightly on a case-by-case basis, the verbs that you leverage are pretty limited based on the action you’d like a prospect to take.The top non-branded text ads we analyzed revealed that the most popular CTAs were (by number of ads Benin WhatsApp Number each verb appeared in):adwords text ad best practices 2017If you sell a product, the obvious CTAs are “Buy” or “Shop” (perhaps “Get” if you’d prefer to downplay the required exchange of currency); conversely, if your goal is to accrue mad leads, it’s likely your CTA deploys the likes of “Learn” or “Discover” or “Sign Up.” If you look at frequency, though, you’ll notice that the most-used CTA verb in our data set is “Get.”Nobody with a top ad is using the verb “Click,” as in “Click here.” (In fact, trying that will probably get your ad disapproved.
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Are the Best Ads in Google Ads Positive or Negative?From schadenfreude to merriment, the sentiment of your ad copy plays an important role in how prospects consume and interact with your ads. This isn’t news. In fact, over the years we’ve talked about using emotional triggers to bolster your ad copy and landing pages ad nauseum: how many of you were listening?We used the Vader sentiment analysis tool in concert with Python’s NLTK library to determine the sentiment (positive, negative, or neutral) evident in our set of top ads. If an ad returned a compound score of greater than .5, we called it a positive ad. Ads with a compound score of between -.5 and .
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