Creating a robust Google Ads copy is not hard if you know strictly what to follow. You should consider a few recommended ad copy practices when producing your ads. You want to demonstrate value to a consumer without coming across as intrusive, specifically.
It’s crucial to consider your visitor’s experience from query to ad text to the landing page while producing copy.
They will press the back button if there is a snag in the road or if they think they could be heading in the wrong direction. Even worse, they can run another search and come upon another business that can accommodate their needs. Despite our best efforts, no advertisement can convert a prospect without a compelling landing page to go with it.
What Is A Good Ad Copy?
Your first objective when creating ad text is to write something that will appeal to your target demographic. Something that will draw their interest, keep them thinking about you, and encourage them to click on your advertisement and, ideally, make a purchase.
7 Best Practices to Write A Good Google Ads Copy
Although there is no one-size-fits-all method for producing ads, observing basic best practices will help us be more productive. In light of this, here are a few suggestions for creating the most effective ad copy for Google Ads (supported by landing sites):
1. Use Keywords Wherever Possible
It is standard practice for ad copy to incorporate keywords corresponding to the searcher’s inquiry. We reassure them that they are in the right place by repeating words and phrases similar to what they searched for.
Although adding keywords to ad copy is pretty easy, it is crucial to ensure that the keywords are effectively employed. Do not simply cram as many as you can. A keyword-rich advertisement is probably useless and may be worse than one without any keywords. Accurately stating what you’re selling is crucial.
The placement of keywords in ads can also be quite significant. You should experiment with the placement of your keywords in your ads to find what works best.
The placement of keywords in landing pages is equally important. This informs the visitor that you have what they are looking for when search terms are used in the headlines or text at the top of a landing page.
Sadly, changing text on landing sites is more complex than changing it in the ad copy. If your landing pages must be hardcoded, logic might dictate that you should make a separate page for each unique search phrase you’re aiming to target. However, this isn’t necessary unless you’re sending a ton of traffic to those pages.
Instead, select a few widely used phrasal verbs—likely the most popular variations of your keywords—and make them into headlines. Ideally, as you add more keyword phrases, the number of pages you’ll need to generate will decrease.
2. Make Your Writing Short And Precise
Every time someone searches online, their question has a certain level of detail. Users who click on ads have particular search queries. You must try to match their specificity as closely as you can.
In other words, if they’re not being specific, you may keep your ad wording general and only cover the essentials. If they are being more particular, you ought to make an effort to match their query.
The landing page follows the same logic and can even be more significant than the material itself. One of the secrets to conversion rate optimization is providing your potential customers with what they require.
Every time someone searches, they express their desires to you. Pay attention to their input and be as detailed as possible in your responses.
3. Add Call To Action
Ultimately, we display advertisements to get the visitor to perform a particular action. Making a purchase might be that for some. Others could be required to complete a lead form. No matter the desired action, it’s crucial to either employ that wording in the ad copy or provide some background information.
Ad copy that includes a call to action helps to frame the visitor experience. Similar to the Prequalifying ad copy stated in the next section, it can function similarly. Once they comprehend what you want them to complete, it can aid in removing uninterested parties. This practice helps save you the cost of the click.
After the ad language has set the visitor’s expectations, they should click through to a landing page with the same call to action. They should have the option to purchase on the landing page if you’ve invited them to “Buy Now” in your copy. Make sure the landing page contains the information they require to decide whether to purchase down the road if you have merely asked them to “Learn More” in your text.
4. Test Different Approaches To Find The Right Business Fit
Ad copy message can be a crucial selling point, but it doesn’t have to be uninteresting. If anything, the same generic messaging for all ad spots is overcrowding SERPs. You have the chance to distinguish yourself from the pack there.
Testing is essential to determine which of the several psychological ad text tactics works best with your target demographic. Here is a brief summary of the main categories of ad text strategies:
- Features: Highlighting the concrete or intangible characteristics of the good or service.
- Benefits: highlighting the favorable effects the goods or service will have on the visitor.
- Problem: Pay attention to the current situation to relate to the issue that the visitor is attempting to resolve.
- Solution: Pay attention to how to resolve the issue the visitor is experiencing.
- Testimonials: Utilizing testimonials and honest feedback to increase social proof.
- Reviews: not client reviews, but evaluations of the good or service by a third party.
- Awards: mentioning accolades, rankings, etc., to demonstrate your superiority.
- Prequalifying: the process of eliminating potential customers before they even click.
Once you’ve tried what performs best, reflect it on the landing page to provide a consistent aesthetic. When feasible, pick calls to action and imagery that reflect these strategies.
5. Build A True Connection With The Landing Page
What’s in your ad copy should be supported by your landing page. Landing pages and ad copy must cooperate. For a seamless experience, the message and offer must continue through the landing page, regardless of the text utilized.
The visitor must be aware of the ad copy’s call to action, as we previously stated. Those valuable characters in the ad copy and the cost of the click would have been squandered if the call to action wasn’t present on the landing page. The conversion action you requested is no longer in their favor.
6. Use Ad Extensions
Ad extensions are essentially what they sound like: extra text spaces that can increase the size of an advertisement. We have access to a wide range of ad extension types.
Types of Ad Extensions
Sitelinks: Sitelinks are only extra text and links that may appear with ad material. Ideally, you should use these to supplement the main ad copy in the ad group with additional data. These essentially serve the same purpose as in-site navigation, except they are located right on search engine result pages.
Callout Extensions: Even more user-friendly than Sitelinks are Callout extensions. These are just one line of text with a maximum of 25 characters. Anything that supports the advertisement can be put in this text. However, similar to Sitelinks, it’s better if this text can be supplementary and not duplicate the content of the original advertisement. If it didn’t fit in the advertisement language, these could be a summary of features, advantages, or further information.
Structured Snippets: Last, a list can be created inside an ad extension using Structured Snippets. Select the Header with which you want the list to begin, then enter the values below with a maximum of 25 characters per. Every campaign might include a variety of additional ad extensions. It’s typically better to set up as many ad extension kinds as possible so that any of them can be brought up at any time.
There is one restriction to this, though. Keep in mind the primary goal of the advertisement. When one sort of ad extension is throttled while another is displayed more frequently, performance may suffer. When configuring ad extensions, bear this in mind.
7. Use Dynamic Advertising Features
There are more capabilities than ad extensions that we may use to ensure our ads are as appealing as possible. The three dynamic ad functionalities available on the Google Ads platform are shown in the screenshot below. By entering a second bracket, {, into the ad creation screen, you can activate this dropdown.
Types Of Dynamic Functions
Keyword Insertion: The most basic type of dynamic advertisement, keyword insertion, is best employed when your campaign structure isn’t highly segmented. With keyword insertion, advertisers can change the default content in your ad copy to a search term. However, if the text plus keyword combination is too long, the text with the keyword will not be used.
“IF” Function: Based on a user’s device or the audience they are a part of, advertisers can write “if, then” statements in the ad copy using this dynamic ad capability. If you want to give discounts to users within specific audiences, like previous customers, or if you have a different call to action for those using a mobile device versus a desktop IF Functions can be handy. IF functions have a lot of beneficial applications. Make sure your call to action or offer is carried over to the landing page if you use IF Functions to alter them based on the device used or the audience.
Countdown: Last but not least, countdowns can be a fantastic method to add urgency to ad copy without the need for manual ad shifts for every day, hour, or minute left until the deal expires. The builder widget is all we advertisers need to complete; Google will handle the rest! The ad content and website time must coincide as closely as feasible when using Countdowns. Pay attention to time zones to ensure that the offer isn’t ending too soon or running too late in the advertisements. Depending on the mistake made, each of them could result in performance changes or poor brand associations.
Design Your First Successful Online Ad Campaigns
In the Skill Surfing course, you will important criteria to craft and design a successful advertising campaign. Each step is illustrated with examples to inspire and trigger your creativity.
Bottom Line
The art and science of writing Google Ads copy go hand in hand. You must consider the landing page in addition to the actual advertisement. These are some of the best practices but we also need to use our creative side while communicating with others.
After all, everyone would already be wealthy if advertising copy were entirely algorithmic. Try out these best practices to achieve the most remarkable outcomes!
Frequently Asked Questions:
What is an example of ad copy?
A BOGO offer on a product, for instance, can encourage a visitor to become a customer by appealing to their desire to possess more than they may need. The possibility of receiving something for almost nothing will motivate them to take action. Buy two, get one free!
Where do google ads appear?
Google ads can appear on the Google Search page above or below search results, on other Google properties like YouTube, and on non-Google websites and apps that partner with Google to show ads.
How often do google ads update?
While the majority of reports and analytics are constantly updated, auction insights, impression share, and Search keywords are only updated a few times per day, and the data in your “Mobile-friendly click rate” column may be up to 14 days outdated.