Do you feel like creating good Google Ads copy is like shooting in the dark? You create ads, change headlines, and rewrite descriptions, but do you *really* connect with people? Many advertisers focus so much on keywords that they forget about the art of persuasion: the ad copy.
In online advertising, bad Google Ads copy doesn't work. Dull text and unclear promises turn potential clients away. Copyblogger explains that vague promises can push prospects away because they just don't feel relevant.
As a Google Certified Ads Consultant, I've managed millions in ad spend, and I know that good ad copy is one of the keys to high-converting campaigns. It gives you an edge to boost ROI. We'll show you the basics to improve your next Google search ad campaign (or any other type), especially with Google Ads Copy.
Use Our Hubspot Inbound Marketing and Sales ROI Calculator to Find out the ROI you can Get From Using Hubspot Inbound Marketing and Sales Software.
Before we write, let's understand the playing field. The Google Ads platform is Google's online advertising space.
It keeps changing, which can be hard for advertisers. Google has a huge 90% of the search market share.
Before writing effective Google Ads copy, understand your ideal client. What words or questions are your customers searching for?
Look into demographic and psychographic research. Knowing their pain points helps you choose words that get you in front of converting clients.
Keywords are key to any Google Ads campaign. These are the words people type into search engines. If those terms are in your copy, your Google Ads campaigns will work better.
Targeting the right keywords and search intent can boost how ads appear. But remember, ad copy packed with keywords alone isn't enough to persuade.
Your headline is the most important part of your ad. It's your chance to grab attention. Why not use the space to get someone to learn more about the business?
Google's format has three sections, separated by vertical bars ||. Try putting keywords in Headlines 1 and 2. But, your copy only shows 70 of the 150 characters allowed by Google in product titles. Use up to 150 characters, but know Google shows around the first 70.
Remember Copyblogger's tip on avoiding bland messages? Being specific helps make connections. Terms like 'Save 35% Now,' 'NYC Luxury Apartments,' or "Bespoke Bike - Weather Resistance" can increase visibility and get customers to click.
Proper formatting makes ads look better. Use appropriate, but minimal, punctuation and standard capitalization. Meet Google's specific requirements for punctuation. For long-term success, always follow Google’s copywriting and editorial requirements.
With headlines done, the description is where you sell. Create value here. Also, include a simple call to action (CTA).
You may want to put in your unique selling proposition (USP). You could also highlight Structured Snippets. In your Descriptions, you can really highlight it for readers and potential clients. How much depends on how clearly you show your advantages to make sales.
Think about how often we use reviews, ratings, and opinions. That’s the impact that good social proof builds, especially from real comments.
Social proof has always been vital to good strategy. Highlighting achievements, like "Voted Best Coffee in Austin, TX", pulls people into a physical place or leads to an online sale.
Extensions give more details within ads, so that's your first click. Make good use of ad details. Why are extensions important?
Use extensions like Sitelinks for calls to other pages not already featured. Include sales or special products to spotlight for greater discovery.
Using Google Ads callouts improves content visibility for sales. Callout Extensions give more information by presenting text as clear highlights for customer decisions.
Making location prominent helps in-person visits or increases business from certain regions. Using call details is easy. Extensions help customers, showing if it's easy to reach you and when.
Good advertising is based on constant improvement. Google provides testing tools in Ads Manager.
A/B testing helps find copy variations that sell well. Try different ads with different headlines and descriptions. There's online help if you use other programs to help with the math.
Follow Google's steps for A/B tests for Google Ads campaign content - it needs time. Standard practice says tests need seven full days. Ensure enough time and visitors so data has statistical significance.
How well can you show an ad delivers action? This helps understand content.
Your conversion is getting someone to follow the path that brings income. Make sure your "conversions" follow metrics that align with revenue.
Be sure that the conversion types you want (forms, purchases, emails...) match ad-goal settings. Check your Click-Through Rate (CTR) to gauge initial ad engagement, providing insights on the effectiveness in capturing audience attention. Analyze your conversion rate to measure the percentage of users taking the desired action.
| Metric | Description | Significance |
|---|---|---|
| Click-Through Rate (CTR) | The percentage of users who click on your ad after seeing it. | Indicates the initial engagement and relevance of your ad copy. |
| Conversion Rate | The percentage of users who complete a desired action (e.g., purchase, form submission). | Measures the effectiveness of your ad in driving valuable actions. |
| Quality Score | Google's rating of the quality and relevance of your keywords, ads, and landing pages. | Influences ad rank and cost-per-click; higher scores can lead to better ad positions and lower costs. |
| Cost Per Click (CPC) | CPC measures the price paid for each click. | Lower CPC values signify cost-effective campaigns. |
Even good advertisers can sometimes skip the basics of good Google Ads Copywriting. Check the obvious.
Don't take shortcuts if you want traffic. If you want better results, do not take a one-size-fits-all approach.
A HUGE MISTAKE with Google Ads copy is not meeting the solution customers want. If the search intent for your ads is wrong, your advertising can lose money. Why are clients searching?
Sometimes cost is key. Ever been excited, before price gave sticker shock? The "Pain of Paying" study by Carnegie Mellon, Stanford, and MIT shows this: Seeing cost sooner can prevent lost effort if the budget doesn't match.
Strong Google Ads copy is key. Focusing locally to create location-specific messaging can offer better content than broad "nationwide" settings. To make more money online, Google Ads require work and refinement with keyword insertion.
This needs good content, like display ads and maybe even Google Maps ads. Testing and improving your Google ad copy for ongoing results can lead to gain using this popular platform - the world's leading online ad medium. The connections between your Google ad and business need to align if traffic will come and lead to conversions and financial success.
If I can help, contact my team for Google Ads consultant help. Writing good Google Ads copy is important, and I hope this article helps you.
Google ads copywriting isn't the only skill you need when it comes to successfully running Google Ads. You also need to have expertise in landing page development, Conversion Rate Optimization and setting up and using Google Analytics to support your overall measurement plan.
With the introduction of Google's Top-to-Bottom AI integration in the Google Ads platform, you can now instantly find out what Google thinks your landing page is about and get keyword recommendations, ad copy recommendations and even image and video recommendations.
One of the key tools you should be aware of is the Keyword Planner, which is a free tool provided within the Google Adwords platform. I have written a comprehensive tutorial on it which you can access here. I have seen the combination of the new AI tool recommendations combined with the Google Keyword Planner result in a 23X times increase in conversions.
We are a full-service Hubspot Certified Inbound Marketing and Sales Agency. In addition, we work to integrate your SAP System with Hubspot and Salesforce, where we have a deep delivery capability based on years of experience. Please our book a meeting service to get started.