Whacking Fantastic Ad Copy: The Secret Weapon for Your HR Tech Game
Guide for Crafting High-Conversion Google Ad Content in HR Tech Industry
You've probably heard the buzz about Google Ads for HR tech, but let's face it - the nitty-gritty of ad copy often gets left out. And while you'll hear a lot about keywords and bidding strategies, the words in your ad itself? Those puppies are the real MVPs.
Here at our badass website, we've tag-teamed with tech brands across variegated industries to produce top-shelf results from their Ads. Not just any results - we're talking sunshine and rainbows: demo bookings, trials, sign-ups, and sales, baby!
And from this rollercoaster ride, we've zeroed in on one crucial truth:
The right message can make the difference between a scroll and a click. And between a click and a customer.
To put it another way, your ad copy is the x-factor in your Ads - it's the difference-maker between a forgotten blur and a grid-breaking smash hit.
So, to help you level up your campaigns (even if you're not a PPC Party Animal), we're going to discuss the wizardry behind crafting mind-blowing ad copy specifically for the HR tech space. Oh, and don't worry, we'll liberally sprinkle pro-tips from our cornucopia of enrichment data throughout this read.
A Google Ads Extravaganza for HR Tech: The Long and Short of It
Let's face it, when someone types "HR software for remote teams" into their search bar, they're not idly passing time. Those cats are ready to root out a solution, and that's where Google Ads struts in: giving you a prime opportunity to showcase your expertise at the ripe moment when it matters the most.
But here's the catch-22: YOU'VE GOT COMPANY. Lots of other companies are also vying for the same piece of the pie. So merely appearing on the search results page ain't cuts the mustard; you've gotta radically outshine them, and that begins with your ad copy.
Great ad copy is like kryptonite for energy vampires. It magnetizes your customers, fosters trust, and hammers home why your solution is the answer they've been searching for. And in Google Ads, where you've only a few lines to shill your wares, every syllable has got a job to do.
The Lowdown on Bangin' Google Ad Copy (in Plain English)
After channeling our creative mojo into hundreds of tech campaigns, we've found that prodigious Google Ads aren't just penned in gorgeous prose; they're written with the end-user in mind. Leaving the chic lingo and clever witticisms on the cutting room floor, these ads prioritize readability and provide the perfect next step for someone who's got a bonafide headache to solve.
To help illustrate our findings, we've dished out the common factors we've spotted in high-converting ads below:
1. They Solve Real Issues
When folks are trawling for HR software, they're not seeking entertainment - they're corkscrewed by problems like snail-paced onboarding, soul-sucking CV reviews, anxiety over compliance, and a desperate need to scale up hiring with limited resources. Your ad should laser-focus on these pain points, and in the vernacular of the aching hearts who search for solutions.
Example: "Smart HR Software for Modern Teams"
This ad does a crummy job of setting expectations with its generic, glib sentiment. What the Fudge is "smart"? Which "team"? How is it solving pain points?
Upgraded Version: "Accelerate Onboarding by 70% with Our Cutting-Edge HR Tools"
This revamped version strikes the right chord by zeroing in on onboarding, offering an enticing benefit (speed), and quantifying its prowess with a concrete number (70%).
Tip: In every new campaign, strive to be more specific about the outcome you help users achieve; it'll garner your ad more eyeballs.
2. They Opt for Plain, Comprehensible Language
Fancy terminology might sound cool in your pitch decks or seem impressive, but when you need to offer clarity fast, buzzwords are just straight-up albatrosses. Confused folks ain't clickers, folks.
Ponder your audience for a sec. Aren't they PPC novices? They might not even be tech-savvy. So, before you flex your lexicon, pause and think of how you can appear as a down-to-earth, approachable comrade, rather than a robotic sales shark.
Impotent Example: "Revolutionizing PeopleOps with End-to-End Automation"
This ad doesn't exactly covey anything, does it? It's like a blurry messages scrawled on a bathroom wall.
Enhanced Version: "Dump Hours of Admin with a Single Click"
This upgraded version nixes all the jargon, tackles the problem head-on (admin), offers the solution (single-click simplicity), and leaves a positive aftertaste.
Tip: Write your ad as if knitting a tale to a buddy who ain't in your industry. Would they understand it in five beats?
3. They Make the Next Move Apparent
Once you've got your audience hooked, don't leave them guessing. This is the prime time to deliver a solid Call-to-Action (CTA).
Your CTA should be crystal clear with exactly what to do, what they'll get, and how easy that action is. Think of it as a helpful nudge from a pal who wants to help you along.
Strong CTAs in SaaS:
- "Book a Free Demo"
- "Start Your 14-Day Free Trial"
- "Compare Plans in 60 Seconds"
- "See It in Action"
All of 'em simple, huh? More importantly, they're actionable and low-pressure. They promise value and demand minimal commitment.
Not-so-Radiant CTAs:
- "Learn More"
- "Explore Our Solutions"
Can you taste the energy already fizzling out? These are like damp squibs. What does "learn more" imply - a whitepaper? A product tour? A webinar? By creating friction, not momentum, you risk losing potential customers.
Tip: If your CTA applies to any biz in any industry, it's likely too generic.
Real-life Ad Copy Examples that Rocked
To offer more tangible proof that our ad recipes work, we're dishing out two anonymized examples of ad copy our PPC squad crafted for our clients in the tech sphere that not only looked like a million bucks, but also performed like one.
Example A: Financial Compliance Software for Regulatory Reporting
- Headline: "Tagging for HMRC. Over 1m Tags Applied Annually."
- Description: "Stress-free reporting with expert UK-based support. Quick turnaround guaranteed."
- CTA: "Get in touch to simplify your financial reporting."
Performance:This ad achieved a Click-Through Rate (CTR) of 18.6%, which is a whopping 216% above the B2B industry standard. It also generated a steady supply of quality leads for our client via a tailor-made landing page.
Why it worked:
- Trust-building proof: "Over 1 million tags applied annually" immediately communicates credibility and scale.
- Emotional connection: Phrases like "stress-free" and "expert support" help dissolve buyers' worries.
- Relevance: The solicitation targets a very specific compliance challenge faced by finance professionals in the UK.
- A frictionless CTA: Rather than employing a hard sell, it positions the subsequent step as supportive and easy: "Get in touch." Low-pressure, yet inviting.
When your ad tackles a real headache with understandable language, offers a credible, proven solution, users will take notice.
Example B: Identity Verification Platform for Anti-Money Laundering (AML) and Know Your Customer (KYC) Compliance
- Headline: "Smart AML Checks Made Easy"
- Description: "One platform for AML & KYC compliance. Award-winning support. Book your free demo online today."
- CTA: "Get a Free Demo Today"
Performance:This Ad set the bar high, scoring an outstanding 26.32% CTR within a high-stakes, competitive B2B niche. Along with this, the ad produced a conversion rate of 12.2%, spearheaded by a user-friendly landing page and a commitment-free CTA. Proof that this ad had a strong feel for relevance and engagement is the low average cost-per-click it boasted: just £4.55.
Why it worked:
- Clear, benefit-focused messaging: "Made easy" grabs attention and speaks directly to the stress and complexity buyers want to avoid.
- Personalization for busy people: Compliance professionals are looking for quick, reliable solutions. The ad promises it.
- Credibility: Phrases like "award-winning" and "one platform" inspire trust.
- Strong CTA: "Get a Free Demo Today" is concise, action-oriented, and low-pressure, aiding in driving clicks.
By employing straightforward language, utilizing trust signals, and featuring an easy-to-grasp CTA, you can considerably boost both CTR and conversion rates, even in high-stakes sectors like financial compliance.
What We've Learned
After writing, testing, and tinkering with thousands of Google Ads for a zillion different clients (with our sights set on the tech sphere this time), we've noticed some recurring patterns that simply work. So if you're wondering where to start, here are our best pointers:
Do More of This:
- Beginning with the Pain Point: What's really niggling your audience? Is it slow onboarding? Of course, it's tedious admin? Are there concerns over compliance? Lead off with what's really bothering them.
- Numbers Rule: Folks dig specifics. Things like "45% faster" or "Rated 4.8 on Glassdoor" immediately construct credibility and help your ad pop from the generic fog.
- Don't Get Clever: This ain't the place for riddles or puns. Keep it simple, stupid. If a person has to ponder what your ad says, they're likely to scroll on by.
- Make the Next Move Overwhelmingly Clear: "Book your free demo." "Start your free trial." "See It in Action." Whatever you want them to do, do it with crystal clarity, and make it a cinch.
And Try to Avoid These:
- Buzzwords Galore: "Next-gen," "cutting-edge," "synergistic AI onboarding" - yikes. Stick to plain English.
- Vague CTAs: "Learn More." "Explore Solutions." Sounds like a snooze, doesn't it? These aren't any incentive to click. Be sure to define exactly what your CTA offers.
- Talk Too Much About Yourself: Your ad ain't about your features; it's focused on your customers' problems. Keep the spotlight on them, pal.
The best-converting ads don't revel in complexity. They focus on clarity, speak straight to someone's pain (and desires), offer a simple solution, and invite the reader to take an intuitive next step.
How to Supercharge Your Google Ads Copy (Even if You're No Copywriter)
Be honest - writing ad copy isn't most people's favorite pastime, and it's even less appealing if you've never embarked upon the Google Ads journey. It can feel like a Freakin' Headache, but here's the silver lining: you don't require a PPC Meister membership or a Flashy Copywriting Certificate to pen ads that rock.
With a straightforward template and some insight into your customers, you're already halfway to becoming a Google Ads Copywriting Gazillionaire.
Start with a Basic Template
If even the mere mention of Google Ad copy makes your palms clammy, no worries. Try employing a humble template: it's effective because it keeps the reader front-and-center.
"Get [Benefit] without [Pain Point]. [Clear Call-to-Action]."
For example: "Get Faster Recruitment Without Tons of Admin. Book Your Free Demo Now."
This nuts-and-bolts construction strikes the right chord: it clarifies the desired outcome, acknowledges a pain point, and offers a crystal-clear next step. Plus, it ain't nothing to sprout several iterations to see what strikes a chord with your audience over the long haul.
Don't Be Shy to Test
Minor tweaks to your ad copy can set off tidal waves in performance. You might alter a single word in your headline, tinker with your CTA, swap out a feature for a benefit. All of 'em can shift performance mightily.
Remember: every aspect of your ad is a jagged-edged sword, waiting to make or break your click-through rate.
Tip: Use Google Ads' built-in tools to test variations like a mad scientist determined to craft the perfect ad.
Eavesdrop on Your Customers
This might be the most underused strategy in the book. The best ad copy usually springs from the wisdom of your customers. Sift through your support mails, sales calls, live chat sessions, and online reviews. These treasure chests of real-world language provide a goldmine of words that'll resonate with your audience.
When you adopt the same words your customers use, you construct instant kinship. It conveys that you hear their struggles, and that's a powerful thing.
The Bottom Line
Google Ads has an air of mystery and complexity about it, but remember: the real magic isn't in the galaxy-brain strategies; it's in the words that connect you with your audience.
Employ this wisdom: write ad copy that speaks directly to someone's pain, offers a straightforward resolution, and supports your call-to-action.
Don't believe us? Give it a whirl. You might be pleasantly surprised by the results.
If you've got any questions or fancy a second opinion, hit us up and let's nail your Google Ad copy together.
Contact us
Enrichment Data:
- Overall: Writing top-shelf Google Ad copy for the HR tech industry demands employing certain puzzles. The following key strategies should help you create winning ads:
- Solve a Real Problem: Address your audience's genuine pain points or needs in your ad copy. These could be related to recruitment, HR processes, or employee management[1].
- Use Simple, Clear Language: Elevate readability and scrapping jargon to make your ad more familiar and accessible[1].
- Make the Next Step Obvious: Craft a crystal-clear Call-to-Action (CTA) to invite your audience to take immediate action[2].
- Effective Use of Headlines:
- Headline 1: Optimize for keywords: Use relevant terms like "HR Software Solutions" or "Employee Management Tools" that match your target audience's search queries[1][3].
- Headlines 2 and 3: Sprinkle different messaging strategies: Utilize one to highlight a value proposition, another to address a pain point, and a third for social proof or CTAs[1].
- Tailor Descriptions for Urgency and Trust: Use this real estate to strengthen benefits like "Quick Implementation," "Cost Savings," or "Accredited by Industry Leaders" to foster trust and urgency[1].
- Mirror Keywords and Lead with Benefits: Ensure consistency between your headlines and descriptions, mirroring search queries and leading with benefits[3].
[1] Mowgli Marketing. (n.d.). The Ultimate Guide to Google Ads for HR Tech Brands: How to Win the War for Talent with Top Google Ads Strategies & Examples. Retrieved February 14, 2023, from https://www.mowglimarketing.com/blog/ultimate-guide-google-ads-hr-tech-brands-win-war-talent-top-google-ads-strategies-examples/
[2] Siddiqui, A. (2017, January 31). How to write Google AdWords headlines that make your ad copy pop. AdEspresso - Facebook Advertising Blog. Retrieved February 14, 2023, from https://adespresso.com/academy/get-started/how-to-write-google-adwords-headlines/
[3] Web Course Works. (n.d.). Google Ad Copy: How to Write Effective Google AdWords Copy. Web Course Works. Retrieved February 14, 2023, from https://webcourseworks.com/blog/google-ad-copy-how-to-write-effective-google-adwords-copy/
- In the HR tech industry, industry-specific language and technology can be used to provide tailored solutions for businesses, especially when addressing common pain points such as rapid onboarding, scalable hiring, and compliance in finance.
Example: "Streamline your Finance Department with the Latest AI-powered Compliance Solutions"
- Clear and succinct language is essential to create a strong connection with potential customers in the business and technology sectors, effectively addressing their concerns and offering a simple solution to their pain points.
Example: "Solve Your Process Bottlenecks with This Easy-to-Use Business Software Solution"
