Hello, and a very warm welcome to today's live stream. My name is Uzair. It is three o'clock in the afternoon on, what's the date today, 25th of October 2022. Every Tuesday and Fridays I go live over here on YouTube, LinkedIn, Facebook and Twitter, and like our topic such as Google Ads, online digital marketing, YouTube Ads, pretty much anything and everything to help you generate more leads or sales for your business.
I have a particular topic each, each session, and if you haven't been to these live streams before, and these sessions are very informal and friendly and full of value, and I'm sure you will learn a thing or two from these, from these calls. So today I'm going to show you how to write the best ever converting ads.
A lot of people struggle, a lot of advertisers, marketeers and even freelancers and professionals who run Google Ads. You don't need to be a professional copywriter to write really, really good ads. All you need to do is to study the website or the landing page, understand the offer, understand the intent of the buyer or the audience and who your target audience is, and you come up with some ideas for headlines and some descriptions.
Now, we only have responsive search ads on, in our Google Ads account, obviously from the search side, so we need 15 headlines and four description lines. And this is something which I also see a lot: people don't put in all 15 headlines and four descriptions. They, I see when I audit accounts, four headlines and maybe two descriptions, the bare minimum to get things going.
Well, when Google is giving you the opportunity to enter 15 headlines and four descriptions, then you should do that. Leverage the power of the algorithm and the AI so that you can see what is working and what's not working. So don't be lazy; put in all the headlines and descriptions. And it doesn't take long, and you will see that in a matter of 10-15 minutes or so I will be able to enter all this information pretty easily and quickly.
So what we do is, before I start sharing my screen, I just need to move my browser around a bit and then we can get going. If you have any questions, then please put it in the chat or in the comment box around this video, and I'll try my best to answer them for you towards the end of the session. Okay, so now I'm going to share my screen. Okay, just give me a moment or two. I just need to get this going. Okay, and all right, that's working fine.
Okay, so what I see and what I found is most people running Google Ads go into the Google Ads interface and start writing ads in there. In my opinion, that's the biggest mistake and the first mistake you make. Don't do that, because when you try and do that, you try to write very quickly, because you just want to finish it off and say, click that save button so you don't lose your work.
What I, or we as an agency, do is we open up a little spreadsheet. Any spreadsheet will do. This is just a simple spreadsheet, or you can go open up a Google Sheet or a Excel, or Numbers on the Mac, doesn't matter. And then all you would do is create a formula which is L-E-N, length of the string of the cell. I click on that. Now whatever I type in this cell, I'll try and enlarge it a bit for you guys, and that's better, whatever I type in here is going to show me the character count, so I don't go over the 30 character count limit. Copy this all the way down to, let's say, 16, row 16. So I've got 15 headlines.
Okay, so today I'm going to write an ad for a website which is about car financing, yeah, used and second hand car finance company. This is the website of the landing page, and we'll get all the information from here. Most of the time, I would say 80 to 90 percent of my, pick things up from the website. I don't need to rewrite it. Yes, if I need to rewrite a little bit, not a problem, but most of the time I don't need to reinvent the wheel. It's already been written by a, by someone or by a professional copywriter, because it's being used on the website, and that company, car finance RS, are happy with what they've got on the website.
So we have got the first main headline: "Used and Secondhand Car Finance". Okay, exactly 30 character count, so I can reduce this a bit, and I can zoom in a bit more for you guys. All right, "Used and Secondhand Car", and if, if I was over 30 characters I could have just done something like that. Lots of ways to change, change the character count.
"Find the best, cheapest used car loans." Okay, so I've got two ideas from here. One is "Get the Best Car Loans", and then I can say "Find the Cheapest Car Loans". So I made two headlines out of one sub-headline.
Okay, then we have got these reviews over here, "Excellent", five star reviews, right? So I can say "Over 270 Five Star Reviews". I can't use Trustpilot, because if I were to use, let's say, like this over here, the ad will be limited because of the trademark. You cannot use trademark in ads. You can bid on them, but you cannot. So you can just write like this, "Five Star Reviews".
Now this is really big: "No impact on your credit score. Instant decision." That is really cool. So I got that, "Decisions in Minutes", or seconds, or, I don't know how much, how long is it? So it's an "Instant Decision". Okay, sometimes what I will also do is have a shorter headline, because I'm just using a 16 character. Don't have to use maximum of 30 characters. Yes, you should use as much as possible, but in here, throw in a shorter headline every now and then as well.
And what you must also do, I shouldn't say must, but what we do is I, we tend to pin headline one, because that will have that seed keyword, "car finance" or "car financing", right? And then Google can mix and match the headline two and headline three. "Cheap Finance Used Cars". "Best APR Rates Available". That's good.
Capitalising each word, and that is as per Google's best practices. You should also be very careful of capitalised, or using capitalisation too much. Like in the case of APR, that will be allowed, but if you were to make "decision" or "instant" as all caps, it will be disapproved. You cannot do that. So each headline I've got, every word is capitalised. It just makes your ads look bigger, that's all.
And when I see some, some ad written like this, I know that that person knows a thing or two about Google Ads, because most of the time you will not find this being done, even by big agencies and freelancers or marketeers who have been running ads for a long, long time, to capitalise each and every word.
"Secondhand Car Finance" I have already used. "See how much you can borrow", so loan calculator is there. So "See How Much You Can", oops, or things around. Okay, "Car Finance Loan Calculator". Now I'm gonna use the word "car finance" again, and you don't want to use "car finance" in every headline, because if Google uses three headlines, it's every, every headline will be car finance, car finance, car finance. You're just wasting your real estate. "Loan Calculator", that's good.
All right, then I should also have some APR, so if they have got a "Best APRs", we have done it already. I'm going to then look at how it works: get pre-approved, find your used car, take delivery. So that can be used for your description as well. So "Get", 29 characters, lovely. See, without even making any effort I've already got like nine headlines.
"Find Your Used Car, Take Delivery". "Simple and Safe Process". "Find Your Car, Take Delivery". "Find Your Dream Car". Yeah, it's a, a car is the second most expensive item someone would purchase after the home, unless you're buying a multi-million dollar car, which should be different. But it's the second biggest purchase anyone is going to make in the lifetime, so a real dream. We all have a dream car, right?
So you need to use these kind of words to evo, evoke the emotions of that you say, "Yes, I want to, I want to get hold on, I want to buy my dream car", or something like that, instead of just "find your dream", "find your car". "Simple and Safe Process".
Okay, "No need to waste your time. Just one search with us compares the market." That's the best. Okay, it won't work. "Don't Waste Time, Search With Us". Let's see. Ah, so it's now, okay, that works. "Work with top lenders to ensure you get the best used". "We Work With the Top Companies". Okay, and this, and we've done that. "Compare the Market Car Finance". "No Fuss Used Car Finance", that is a good one. "No fuss", I like that.
Okay, now, fast application, growing database of lenders, "we match you to the best APRs", "lower the rate, the more you can afford". "We even take into account not having the best credit, as well as bad credit, CCJs or IVAs." So they also offer car loans to people who have got bad credit history, right? So something like that. Oh, 31. I hate it when that goes to 31. How can I change this? Okay, "Bad Credit History Welcome". So that's fine.
Some people are, so if you're gonna spam in the comments, you know what's going to happen, right? You'll just be blocked and deleted. So you can only do these stupid things and silly things only once. So my advice to you is don't do it.
All right, okay, now, "would be brilliant customer service", "applying was easy". That is good, this works. "Affordable Car Loans", I like that. I've got 16 headlines now. See, without making any effort. How long it took me? 10 minutes.
And now we look at the description. So with description, what we also do is I look at these kind of questions, what people are asking, and what people are talking about in the reviews as well. You will find some really good questions. So you can say, "Buy your car, dream car, from any dealership. Get the loan from us." Right, so that could be a description.
So you can say, I'm gonna put in over here, "Buy your dream car from any dealer. Get your", or "loan from us", "Get your", I would say, "cheapest car loan from us". That, that's one headline, or description.
"Bad credit history a limit for car finance?", "hard search on my credit cards". So this is really important, because they are emphasising that. So we, "We", oops, "can offer car loans to anyone with bad credit history", although I should say, "bad or low credit score. Apply now." Something like that. See, here's another one.
Then, if you are really struggling with writing, with writing the descriptions, then what you do is you just pick and mix three of these headlines. Yeah, "Best APR", I'm gonna copy this, paste it, copy that and paste that, copy that. Because we know these are under 30 characters, this will be under 30 characters. I've got one more description now. So I've got three descriptions in no time, and then I'll, I'll go back to that. "Call now" can be something, "phone assistance" or "available 24/7", if they offer 24/7 service. Okay, so.
Okay, I think we are back now. Thank you. Yeah, if you guys can, those of you online, can you put in a "yes" in the comment box please, so I can, I know that you can see me and hear me. Okay, thank you, Amit. Yeah, we're back on, lads. Apologies for that. Yes, these little techie things will not stop us.
And, and this is what you should also do. You know, things will happen. You will have obstacles, you will have problems, you will have all sorts of things happen. So no need to panic. If your ads are not working, you are not making much profit from your Google Ads, you've got to keep plugging away at it.
All right, so now we are back online. So I will, the, the fourth head, description, just doing that and then something broke. "Phone assistance available", haven't used that. There you go. I've written four headlines, four descriptions and 15 or 16 headlines in no time, without having to recreate the ads, because all we have done is use the content from that, this, from the website.
What you want to do is to make your ads so that it has got the key features. Let me just put it down over here. So you need to have the benefits, all right? Always have the benefits: what's in it for the user. Don't talk about yourself all the time, "we are this, we are that, we are the best". What, how your service or product can help solve somebody's problems.
Features is good to have, right? Call to action. If you offer something free, free quotation, free downloads, free consultation or whatever it may be, always use the word "free". Pricing is really important. You can really qualify or disqualify, so if your loans are starting from ten thousand dollars or whatever and people don't want that amount, they are not going to click on it. So pricing is also important.
Call to action, benefits. Just these five things. If you just follow these five things, that, "Okay, have I got the benefits? Have I got the features? Call to action? Am I offering something for free? And the pricing?", you cannot go wrong, and you can write some really creative ads without any problems or issues.
Okay, so I'm going to hop back to the chat now. I've lost quite a bit of comments because it stopped, and it has now reset my chat, so I apologise if I don't see your comment or questions. So please put them in again, but I'll try and read it. I can only see them from YouTube, so if you're on LinkedIn or Facebook or wherever, please enter those questions again and I shall see them in my feed. Okay, I'm gonna stop sharing my screen now.
And Amit: "Can we have the copy of the notes?" Which notes are you talking about? I don't have any notes for this. Are you talking about the, the spreadsheet? Is just a blank spreadsheet which I use. You can create a Google Sheet without any problems. Okay, where are my questions gone? All right.
"Can we use Amazon affiliate program on Google AdWords?" Anything with affiliate links, you need to be extremely careful. I always advise you to use a bridging page, where you take your traffic or the visitor to your website first, give value up front, and then ask them to sign up for that product or service. That way they are more likely to sign up, rather than sending directly to a, to the product page.
So if I'm selling a software, let's say ClickFunnels, there are lots of people doing it. Why should they use my link, or why should they go through my link? But if I were to say to them, "Look, if you buy or sign up to ClickFunnels via my link, I will give you a free consultation", I'm adding value. Or "You can take my mini course". Mini course is better, because it's very scalable. If you sign up 100 people and you got one hour per session, you got 100 hours booked up. So don't do that.
You always think about how quickly you can scale things up, and say, "Get my cheat sheet or PDF or workflow course where I show you how to create a ClickFunnels landing page and the funnel very quickly and easily." So do it that way.
Alok: "I need this sheet." You can go to your Google account, just create a new sheet. It's a blank sheet; there's nothing to it. So I'm sorry, I don't have this, and there's nothing to give other than these, the ads which are written. And if you want to copy it, just re-watch this video, pause the video and then take a screenshot. Okay, now I'm done.
"I have a total of forty dollars per day budget for local business, targeting 15 miles, and I allocated twenty dollars for FB and Instagram and twenty dollars for search. Okay, since the keywords are expensive, can I use keywords with search volume of 200 to 300 per month?" So if the search volumes are low, yes, you can use it, absolutely. Click cost of four to five dollars, and if you got twenty dollars per day budget, you only are going to get four to five clicks per day. If that works for you, then by all means do it, but if it's not enough, then you will need to increase your budget.
Okay, five facts. "My quality score is not increasing. I'll try to increase ad relevancy, improved landing page experience, but still is less than seven. Does low quality affect ad performance?" Ad quality score is one of the metrics which Google takes into account when calculating the ad rank, so you may find that you, you are paying a little bit more on the CPC.
Let it run. Don't expect instant changes to the quality score, because quite often we find that Google says, "Oh, CTR is below average." Well, my CTR is above average; I can't do anything, so I'm gonna let it go. Or even if I've got a low quality score but I'm converting and it's profitable, that I, I, to be honest with you, I don't care much about quality score then, because I'm getting the results, and eventually Google is going to realign the, the, recalculate it, and it will realign and readjust. So don't lose sleep over quality score. Focus on the conversions, conversion rate and your ROAS or cost per conversion.
Okay, "Please make a comprehensive video on offline conversion setup with Zapier recording, regarding lead chat and phone calls." Okay, I'll put this on, on our list to do.
Brilliant. I've got to hop on another call, so I've got to end live stream now. Thank you so much for your questions, and apologies for the little hiccup we had. I think the internet wasn't working at my end. So I'll be back on Friday. Do join me, and if you have any questions, please put them, bring them along on the call, or email it to me in advance on, through our website or through the various social channels I'm on. So till then, take care and goodbye.
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