Writing effective Google Ads copy is essential to improve your click-through rate and generate more web traffic. Many business owners struggle with this, but it’s not as hard as you think. To find out how to write the best Google Ads copy, check out the in-depth video below. It goes through all the key points and provides a detailed analysis of how to construct the best ad copy.

Alongside this video, we’ve provided some of the key talking points about how to write effective Google Ads copy. 

Specific, relevant, attractive, and empowering

Ultimately, you can break text ads down into these four main features. Your copy needs to be specific and get straight to the point, while also remaining relevant and attracting customers while empowering them to make a decision. Here are some of the critical aspects to take into account:

  • Prove your worth – What makes your offer attractive? Be sure to include key details of why people should click your ad. Do you offer free shipping, a free consultation? Display a USP that shows why your business is unique and deserves a shot.
  • Get straight to the point – Don’t waste time with information that isn’t relevant to the consumer. Include your prices, promotions, and any exclusive offers that are part of the ad. This lets people know exactly what’s on offer and what they can gain from clicking the ad and making a purchase. 
  • Pair the ad with the landing page – Be relevant in the sense that your ad is a reflection of your landing page. There’s no use advertising one thing and directing consumers to a completely different page. If you’re promoting a sale, take customers to a landing page of that sale. It will be strange if they click the ad and end up on your ‘About Us’ page. Mismatched landing pages/ads lead to high bounce rates. 
  • Don’t forget keywords – You need your main keyword in the main headline of your ad. This ensures that it shows up in relevant searches. A few others are needed throughout, but the video above explains this in more detail. 
  • Include a call-to-action – Empower people to make a decision by encouraging them with a call-to-action. Tell them to click here to sign up, or to buy now. You’ll be surprised at how many people refuse to take action unless they’re given a little push.

With these points, your ad copy will tick all of the boxes. It will be specific, relevant, attractive, and empowering. Of course, there are still a few other points to bear in mind. 

Three vital questions

The previous points help you understand the general features of your ad copy. Now, you have to narrow things down to be more specific to your business. Thankfully, this is relatively straightforward as you need to answer three main questions:

  • What am I offering?
  • What are my aims?
  • Who are my customers?

Let’s see a basic example of how these questions help you form the main structure of your ad. What are you offering? In this example, let’s say you offer SEO services. What are your aims? To get people to schedule a free consultation. Who are your customers? Small business owners looking to boost web traffic. Instantly, you can form the headlines and description for your ad. You’re offering Bespoke Small Business SEO Services, the free consultation is both an incentive and a CTA, and your description should play on the benefits it brings to web traffic.

Whenever you’re writing a Google Ad, always be sure you answer these three questions to get ideas on what to include in the copy. It’s always a smart idea to create a copy that focuses on customer needs and benefits. This draws them in and can encourage more clicks.

Avoid common mistakes

Lastly, you need to avoid common ad copy mistakes. These things are usually small issues, but they have a big impact:

Spelling & Grammar errors – Look through all of your ads to be sure there are no spelling or grammar issues. Likewise, watch for things like accidental capitalisation of words. Minor issues like these will stand out and make your ads look unprofessional. Instantly, trust is lost, and you won’t get many clicks.

Going over character limits – The different aspects of your ad copy with have specific character limits. Again, this is covered in the video above, but you will have 30-character headlines, 90-character descriptions, and 15-character URL path fields. Make sure all elements of your add fit these limits or else bits will be cut off.

Learn More

If you would like to learn more about this topic, check out the video above, or have a look at these articles:

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About Uzair Kharawala
Uzair Kharawala is the Co-Founder at SF Digital. He is a Certified Google Partner, is a Cricket fanatic and loves Photography.
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