Demand Curve: Questions to ask in your paid searchesPaid search ads account for around 15% of all website traffic. Your ads must answer the question of passive searchers and encourage them to click.We have tested thousands of paid searches ads through Demand Curve as well as through Bell Curve. This post explains 14 questions that paid search ads must answer in order to ensure you only pay for high-intent shoppers.Question 1: What's in it?The important distinction between organic and paid search is that ads can be an interruption. Search engines simply provide answers to users' questions. Your ads are not owed to anyone. Your ad may not appear first, but that doesn't mean they will pay attention.Reframe your offer to get genuine interest in paid ads.This can be done in one of two ways:Describe the product's features as the solution to the customer's problem.Your customer's desired outcome is what you should emphasize.Representing free delivery as an additional convenience is one example.You can use ad extensions to list additional benefits in your page's description. Your customer will feel empowered to control the price by including customized plans on the pricing extension page. This will attract even the most price-conscious customers.Question 2: Why should you buy now?Around 80% of ecommerce shopping carts are abandoned because the shoppers don't feel the urgency to complete the transaction. Online shoppers don't feel pressured, because the internet is available 24/7 and there are unlimited inventory options.Ad copy should bridge the gap between your solution and their problem. Asking a question is the best way to build curiosity.You will need to give them an incentive to buy now if you want to answer the question "Why should I buy now?"
