Let me share a secret with you.
Ever since I watched ‘That Sugar Film’ I’ve been hypochondriacal about sugar.
“Does it come without sugar?” has become one of my favorite lines.
Not only IRL but also on Google:
“granola without sugar”,
“tasty food without sugar”,
“buy bitcoin without sugar”,
“sugar without sugar”…
You get the idea.
However, when I look at the ads that show up, they rarely promote this feature. Instead, headlines scream all kinds of other benefits like “Granola that Nourishes your Body,” “Tasty Food for Less,” etc…
Missed opportunities if you ask me.
That’s why I started testing the ‘without-modifier’ in my accounts.
The recipe is simple:
- Create a new ad group
- Add your product or service keyword plus ‘+without’ to the ad group
- Monitor your search terms
- For every search term that your product/service can deliver upon, create a new ad group
- In the new ad group, address the users’ wishes as your USP in the ad copy
Examples:
- “Need Granola without Sugar?”
- “Zero Sugar Food that just tastes great.”
This strategy will dramatically increase your chances of getting the click. And the conversion too, if your landing page is in sync with your messaging.
What are your favorite adjectives, adverbs, or any other kind of word that will bring the searcher more specific results?
– Nils