The way of the Google ad: How to write compelling ad copy
When writing copy for Google ads, you need to get creative. With hundreds of brands competing for the same real estate space, it’s easy to become lost in the sea of promotions. However, crafting compelling copy can communicate the value of your business, and when paired with images, the results can be more visibility and brand awareness. Over 80% of companies use Google ads for their PPC, serving as a key driver for digital marketing activity across various industries.
Fortunately, writing ad copy isn’t hard, but to do it right, you must combine art and science, knowledge and expertise – and speak the language of your target audience. Yet the copy isn’t the only part you need to consider. You need to think about the user experience, from the landing page and the query to the overall messaging. Ad writing is one of the core skills I’ve honed through many years of experience. Below, I will discuss how to write quality ads that bring higher click-throughs and conversion rates.
What are Google ads?
Formerly known as AdWords, Google Ads copy is the text you see at the top of Google’s search results. Google ads operate on a PPC model, where you pay a fee every time a user clicks on your ad. Whether you’re driving leads or generating sales, Google ads are an effective way to deliver serious returns for your business.
Considering Google has a market share of nearly 90%, you know your ads will gain massive exposure. The other benefit of Google advertising is that it enables brands to create super-targeted ads based on user demographics, search history, and how they’ve interacted with a brand in the past. Google ads are one of the most effective digital marketing tactics and can be applied at any stage of the customer journey.
With every brand bidding on the same keywords, the challenge is ensuring your ads get the exposure they deserve. The question is: how do you write persuasive, eye-catching Google ad copy? Keep reading to find out.
How to write ad copy that converts
There are two main types of Google ads (search and display), but before writing a single word, every marketer should think about the end goal: to reach the people who are interested in your services and products. Understanding this is the key to writing ads that stand out without losing sight of what people want to achieve. Your messaging needs to align with what consumers want, so here’s a rundown of the major components:
Headline: The best Google ad headlines grab attention and compel people to click. It’s the most crucial element of your ad copy and determines the success of your campaign. The headline sets the tone for users can expect upon clicking, contributing to a satisfying and coherent customer journey.
Description: Add details about the product or service, highlighting customer pain points, unique value propositions, and a call to action. The messaging should focus on the user and the positive outcomes the visitor will have from your product or service.
Display URL: The display URL appears on the ad, which gives the customers a better idea of where they’ll land when they click through. They show viewers the brand name and the type of content on the destination site, serving as a sneak preview.
The ad writing best practices
Create a sense of urgency
We’ve all seen FOMO in action when browsing online. You’ve booked a holiday and a flight, but a message says, “Hurry! Only 2 rooms left for these dates!” It makes you feel like you’re about to miss out on a great opportunity – triggering a sense of urgency. The same technique can be applied to Google ads copy. Create a sense of urgency by using time-related words and focus on the consequences of not acting. Urgency amplifies the feelings of interest and wanting something; it develops relationships and conveys importance, so keep this in mind when writing your ads.
Keywords in ad copy
Keyword placement plays a crucial role in effective ad copy. It’s more important to articulate what you’re selling, but having keywords, both in the headline and the description, shows the relevance of your ad to what people want. Google ads allow you to organise each ad into groups based on specific keywords. When choosing the right keywords, make sure they’re directly connected to the product and solve specific problems.
Mention core USPs
Another way to make your ad copy stand out is by mentioning the USP (unique selling point) of your product or service. The USP serves as the backbone of your messaging. It’s a way of explaining to the target audience why your product or service is different to others. This differentiation is what makes your product more desirable and ultimately valuable to the prospective customer.
Be direct
There’s incredible power in being direct. It inspires confidence and is more likely to influence a response because it creates an instant connection. Today, people are time-scarce, so you only have a few seconds to grab someone’s attention. If it’s not immediately clear that your Google ads copy is relevant to the target consumer, they’ll turn their attention elsewhere. When you’re upfront and write with authority, people take notice and will be more likely to believe in what you say. You always want to be clear and confident. That way, your Google ads copy is more likely to convert.
Include consumer pain points
Pain points and specific problems are vital for an effective Google ad. It shows customers you understand their challenges and have found a solution. You can address these pain points in the headline and mention how you solve those issues - which is an excellent way to connect with your audience and speak directly to their needs. By focusing on customer pain points, you create Google ads copy that resonates on a personal level.
Conclusion
Google ads copywriting is a mix of creativity and analysis. It’s about matching user intent and encouraging an immediate conversion. It allows for precise targeting and can improve the visibility of your business. Want to find out more? Please get in touch to learn more about Google ads copywriting.
