Google ads are a great way to promote your business and attract new customers, but only if you write effective ads. Google ads can provide a 200% return on investment (ROI) and boost your website traffic by up to 300%.
The most important part of any Google ad is the copy. The right mix of keywords, call to action, and persuasive language can mean the difference between a click and a scroll. The problem is that many businesses don’t know how to write effective Google ad copy. As a result, they waste money on ads that don’t convert.
1. Focus on Keywords to Mirror the Search Query
Message mismatch is one of the most common mistakes we see with PPC accounts. Message match is the process of matching your ad copy to a specific search query or the link that directs visitors to your landing page.
Users give a glimpse into their minds when they enter a search query into Google. From the query or keyword, you can determine if the user is looking for a product or a service. You can also tell if there is buyer intent.
For example, the keyword ‘sneakers deal’ shows an intent to buy, while the keyword ‘best running shoes’ shows an intent to research.
Start with broad match keywords if you’re unsure which keywords to target. Broad match keywords are related to your business but don’t necessarily match the search query.
For example, if you sell running shoes, your broad match keywords could be ‘shoes,’ ‘sneakers,’ and ‘athletic footwear.’
Understanding Match Types
It is important to understand that there are different types of keyword match types. The three main match types are broad, phrase, and exact.
Broad match is the least restrictive and will show your ad for any search query that includes your keyword, even if the searcher didn’t use it in their search.
For instance, if you were to bid on the keyword’ sneakers,’ your ad would show for searches like ‘running shoes,’ ‘tennis shoes,’ and ‘cheap sneakers.’
Phrase match is a little more restrictive and will only show your ad for searches that include your keyword phrase in the order you specify.
For instance, if to bid on the keyword phrase ‘sneakers for sale,’ your ad would show for searches like ‘cheap sneakers for sale’ and ‘sneakers for sale near me.’ However, it would not show for searches like ‘sneakers on sale’ or ‘sale on sneakers.’
Exact match is the most restrictive and will only show your ad for searches that match your keyword exactly.
For instance, if you bid on the keyword’ sneakers for sale,’ your ad would only show for the search query ‘sneakers for sale.’ It would not show any other variations of that keyword, such as ‘cheap sneakers for sale’ or ‘sneakers for sale near me.’
Note: Keyword research is crucial to understanding how users search for your product or service. You can use tools like Keyword Tool and Google Ads Keyword Planner to research keywords.
While writing your ad copy, focusing on keywords that mirror the search query is important. This will ensure message matches and help you create ads that are relevant to what users are searching for. So make sure that you insert your keywords into your ad’s headline, description, and display URL.
2. Structure Your Ads Copy to Meet the Search Intent
Note that Google doesn’t have much wiggle room when it comes to ad copy. You have a very limited amount of text to work with, so you must make every word count.
When structuring your ad copy, keeping the search intent in mind is important. Depending on the keyword or query, users will be in different stages of the buyer’s journey. Some users will be at the top of the funnel, just starting their research. Others will be in the middle of the funnel, comparing different options. And still, others will be at the bottom of the funnel, ready to make a purchase.
It is important to tailor your ad copy to meet users’ needs at each stage of the buyer’s journey.
For example, if you are targeting the keyword’ sneakers for sale,’ your ad should be focused on making a sale. However, if you are targeting the keyword ‘best running shoes,’ your ad should be focused on providing information and helping the user make a decision.
The headline of your ad is the most important part, as it is what will grab the user’s attention. Make sure that your headline is clear and concise and that it includes your keyword.
The description should provide more information about your product or service. Again, make sure that your description is clear and concise and includes a call to action.
The display URL should be focused on providing even more information about your product or service. Ensure that your display URL is relevant to your ad and includes your keyword.
Here’s a list of character limits for each part of a Google Ad:
- Headline 1: 30 characters
- Headline 2: 30 characters
- Headline 3: 30 characters
- Description 1: 90 characters
- Description 2: 90 characters
- Path (2): 15 characters for each one
Make sure you use all available space to create an effective ad.
3. Use Numbers to Support Your Claim
Numbers are a great way to add credibility to your ad. If you have a statistic supporting your claim, include it in your ad copy. They are easy for our minds to digest and add a level of trustworthiness to your advertisement.
For example, if you’ve previously saved money for clients, get specific and put a number on it. Which one of these ads is more persuasive?
Ad 1: We’ve helped our clients save a lot of money.
Ad 2: We’ve helped our clients save an average of 20% on their energy bills.
Ad 2 is more persuasive because it provides a specific number. Ad 1 could mean that the clients only saved a little bit of money. Getting specific with numbers will make your ad more credible and trustworthy. Saying 5,512 is more persuasive than just saying ‘thousands’ or ‘over 5,000.’
It is advised that you use numbers sparingly, as too many numbers can make your ad appear ‘sales-y.’ Use them only when they add value to your ad and support your claim.
4. Personalize Your Ads
The best ad copy is personal and relevant to the user. It speaks to their needs and addresses their pain points.
Advertisers make this common mistake of using the same ad copy for all of their ads. But if you want your ad to be effective, you need to personalize it for each user. To do this, you need to segment your audience and create different ads for each segment. You can segment your audience by location, age, gender, interests, and more. For example, if you are selling running shoes, you might create different ads for men and women. Or, if you are selling winter coats, you might create different ads for people in cold and warm climates.
Personalizing your ads will make them more relevant to the user and more likely to convert. You can also use words like ‘you’ and ‘your’ to make the user feel like the ad is speaking directly to them.
5. Stay Current With Your Ads
It’s important to keep your ad copy up-to-date. That means regularly reviewing your ads and making changes when necessary. Try to make sure that your ads are always relevant to the current situation. For example, if there’s a sale going on, make sure to mention it in your ad copy. Or, if you have a new product, make sure to include it in your ads.
Moreover, if your ads use any statistics, ensure they are always up-to-date. Nothing will damage your credibility more than using outdated information in your ads.
How to keep your ads updated?
One way is to set up Google Alerts for your brand. That way, you’ll be notified anytime there’s a new development with your company. You can then quickly update your ads to reflect the new information. Another way is to use a tool like AdEspresso. AdEspresso allows you to A/B test your ads and tracks their performance. You can then use the insights you gain from AdEspresso to improve your ads over time.
Regularly reviewing and updating your ads is necessary for running an effective Google Ads campaign. Don’t let your ads get stale – keep them fresh, relevant, and up-to-date.
6. Optimize Your Headline and Description
Your headline and description are two of the most important elements of your ad. That’s because they are what users will see first when your ad appears. Your headline should be clear and to the point. It should be no more than 30 characters, and it should highlight the main benefit of your product or service. Your description should be clear and concise. It should be no more than 90 characters, and it should elaborate on the main benefit of your product or service.
Moreover, your headline and description should be optimized for keywords. That means using relevant keywords in your headline and description to help your ad rank higher in the search results.
An ideal ad copy would have a headline containing the main keyword and a description elaborating on the main keyword. For example, if your main keyword is ‘running shoes,’ your headline might be ‘The Best Running Shoes for Men and Women.’ And your description might be ‘We have the best selection of running shoes for men and women. Shop now and save!’
7. Use Call-To-Actions
Your ad should have a call-to-action (CTA) that tells the user what to do next. Your CTA should be clear, concise, and to the point. Some examples of effective CTAs include ‘Shop Now,’ ‘Learn More,’ ‘Sign Up Now,’ and ‘Download Now.’ Your CTA should be relevant to the product or service you are selling. For example, if you are selling a product, your CTA might be ‘Shop Now.’ If you are selling a service, your CTA might be ‘Learn More.’
Moreover, your CTA should be placed prominently in your ad. That makes it easy for the user to see and click on your CTA. The best way to do this is to put your CTA at the beginning of your ad.
8. Use Ad Extensions
Ad extensions are a great way to improve your ad copy. Ad extensions are additional pieces of information that you can add to your ads, such as your phone number, address, or website URL.
Ad extensions are designed to give users more information about your product or service. They are also designed to make it easier for the user to contact you or visit your website. They are a great way to improve your ad copy because they give the user more information about your product or service. They are also a great way to improve your ad’s click-through rate (CTR).
9. Use Negative Keywords
Most marketers focus on using positive keywords in their ads. Positive keywords are keywords that are relevant to your product or service.
For example, if you sell running shoes, some of your positive keywords might be ‘running shoes,’ ‘sneakers,’ and ‘athletic shoes.’
However, you should also use negative keywords in your ads. Negative keywords are keywords that are not relevant to your product or service.
For example, if you sell running shoes, some of your negative keywords might be ‘sandals,’ ‘flip flops,’ and ‘dress shoes.’
Using negative keywords in your ads helps to improve your ad’s quality score. That’s because it ensures that your ad is relevant to the keywords that you are targeting. It also helps to improve your ad’s CTR because it ensures that your ad is not shown to users who are not interested in your product or service.
The best way to improve your ad copy is to test it. Try different headlines, descriptions, CTAs, and ad extensions to see what works best.
Monitor your ad’s CTR and conversion rate to see which versions of your ad are performing the best. Don’t be afraid to experiment with your ad copy. The only way to know what works best is to test different ad versions and see what works best for your business.
Why Use a White Label PPC Company?
If you want to improve your ad copy but don’t have the time or resources to do it yourself, consider using a white label PPC company.
A white label PPC company is a company that provides PPC services to other businesses. They will manage your PPC campaign from start to finish, including writing your ad copy.
White label PPC companies have the experience and expertise to write effective ad copy that converts. They also have the tools and resources to test different versions of your ad to see what works best. If you want to improve your ad copy but don’t have the time or resources to do it yourself, consider using a white label PPC company.
The biggest advantage of having an experienced PPC company manage your ad copy is that they can help you improve your quality score. A high-quality score means lower costs per click and higher ad positions. In other words, a white label PPC company can help you save money on your PPC campaigns.
Writing effective ad copy is an important part of any PPC campaign. Ad copy that is well-written and relevant to your product or service can help to improve your ad’s CTR and conversion rate. There are a few things to remember when writing an effective ad copy. First, make sure that your ad is relevant to the keywords that you are targeting. Second, make sure that your ad copy is designed to convert. And third, test different versions of your ad to see what works best.