Writing a Google Ads (formally known as AdWords) text ad can be tough because you’re trying to fit everything you want to say, including keywords, while adhering to Google's policies in a small space.
To be precise:
Headline 1 - 30 Characters
Headline 2 - 30 Characters
Headline 3 - 30 Characters
Display Path 1 - 15 Characters
Display Path 2 - 15 Characters
Description 1 - 90 Characters
Description 2 - 90 Characters
So, to make sure you stand out from the crowd you must be as creative and compelling as possible and to help you do that, we’ve written the following tips.
Get into the Thought Process of the Buyer:
When creating an ad include in your copy the following things:
- The problem or question the person wants solved / answered
- How you can address their problem or answer their question with your product / service
- Information which might affect their decision on whether they choose you or your competitor
There is No We in You:
Do you have a habit of constantly using words like “we,” and “us” when advertising your business? By doing this you forget about the customer’s needs and talk at them, where really you need to be creating a conversation and talking to them. For example: “What do YOU need?”
This John Kuraoka quote puts it perfectly.
“The second-best word is “you.” The best word is the customer’s name.”
While we don’t have the capability to target someone by name on Google Ads, we do have the ability to write our ads for the customer.
Here are some examples:
Get Specific with Numbers:
When it comes to writing something about your business, be specific.
For example: Instead of writing ‘Thousands of Customers Helped’ put ‘1000+ Customers Helped’ or if you’re a business that’s been trading for many years don’t just write ‘Experienced’, put the specific number of years you’ve been in business, like this ‘30+ Years Experience’.
This is important for many reasons, these include:
- Using numbers instead of words saves space within your advertising text
- Numbers are easier and faster to scan than numbers written as words
- Numbers are more credible for supporting statements
Include a Call to Action:
Tell people what you want them to do, whether it’s making a purchase or filling in a contact form. Here’s a list of basic CTAs (Call to Actions) to get you started:
- Buy Now
- Shop Now
- Get a Quote
- Book Now
- More Details
- Find Out More
- Learn More
- Apply Now
- Contact Us
- Visit Site
- Sign Up
- More Information
- Get Your Free Trial
Include the Keywords You’re Targeting in Your Ads:
Include the keywords you are targeting throughout your ad’s headline, path, final URL and description.
Match Your Ads to Your Landing Page Content:
By message match they mean the content which is shown in your ad doesn’t match the landing page people are sent to when the ad is clicked. For example, if you clicked on an ad about red roses, you wouldn’t want to be sent to a page selling yellow tulips.
When this happens, viewers tend to immediately leave and go and look for an ad or organic listing which will give them what they want, but you will still have paid for that click.
Use Every Ad Extension Possible:
Extensions do exactly what they say on the tin - they add extra snippets of information to your ad.
Here’s a full list of the available extensions from Google Ads:
While they all have their specific purposes, we’re not going to go into detail on each one in this blog. However, the ones we tend to use for most businesses are:
Site Link Extensions:
Sitelink extensions can take people to specific pages on your website.
Call Out Extensions:
Promote the things which are great about your business. Whether it’s 24hr Shipping, Free Consultations or 15 Years Experience.
Add a clickable phone number which is trackable to your ads.
Add your business’s address to your ads. This makes it easier for people to see your business’s location on a map or get directions.
Structured Snippet Extensions:
Structured snippet extensions allow you to highlight specific aspects of your product or service. Whether it’s the brands your retail store stocks or the destinations your travel agency offers. Below is a full list of the details you can provide.
- Degree Programs
- Featured Hotels
- Insurance Coverage
- Service Catalogue
(NOTE: Adding extensions won't guarantee that they will appear with your ad every time it shows on the search engine results pages (SERPs). Click here to find out more about when extensions show)
Test, Test, Test:
While one ad may have worked 3 months ago, you may find you no longer get leads from it. This is because ads can go stale. Therefore, it’s important to try out different variations of your ad creatives.
On the other hand, if you haven’t had ads running for 3 months it’s still important to test, by having more than one ad (3 is the minimum recommended) you’ll find what creative really brings your desired result.
Still Finding It Difficult, Go Dynamic:
If you’re having trouble deciding on the keywords you want to target, the landing page you want to send people to, or creating compelling headlines.
Why not try Dynamic Search Campaigns / Ads?
Dynamic Search is a great way to capture the 'wouldn't have thought of that' traffic.
By using its index, Google matches search queries to the content on your website and for the ads you only have to come up with the descriptions. Yes, that’s right, the headlines and landing pages are chosen for you.
Digital Marketing Assistant / PPC Specialist (Google Certified)
For over 4 years, Jess has been Talkativeonline’s digital marketing assistant and PPC specialist. She can often be found in her natural habitat (the production office) writing content (you can see some of her work on Talkativeonline’s blog), creating graphics, analysing data, creating targeted PPC campaigns and training clients.
Outside her role at Talkativeonline, Jess is a great lover of food, board games, comic books and Dungeons and Dragons. If you look up ‘nerd’ in the dictionary, you’ll find her picture there.