Well-considered ad copy is at the heart of every successful Google Ads campaign. It’s these few lines of text that are going to capture your customers’ attention and start them on their journey with your business.
With Google’s best practices changing by the week, creating the ‘perfect’ ad copy can appear to be a dark art at times. But by making some small but essential changes to your ad’s text and structure, you could soon be experiencing record conversions - something that’s certainly the Holy Grail given the economic uncertainty that’s recently been created by the COVID-19 crisis.
Read on to discover how you can increase your click-through rate and achieve a noticeably better ROI simply by improving and refining your Google Ads copy.
Space on any screen comes at a premium.
The good news is, Google’s text ads have been expanded in recent years, so there’s more space to play with in the listings. But there are still some rigid character restrictions you need to be aware of if you want to make sure your ads meet the current guidelines.
At the time of writing, Google allows advertisers to create:
If you need to, you can also use ad extensions to convey more information about your product or service. We’ll go into these in more detail later in the post.
Some marketers advocate testing your keywords in different elements of your ads to see which placements provide the best results.
Based on our experiences with client campaigns to date, we highly recommend including your main keyword in your first headline and the description text. Doing so will not only make it immediately clear to the searcher what your ad is about, it will also ensure relevancy from Google’s perspective.
That said, you should never sacrifice the ad’s clarity and readability for the sake of keyword placements. The same principle applies here as when you’re writing any kind of optimised copy: bear your keywords in mind, but always write for the user first.
You’ve set up your ad to promote a specific aspect of your business and encourage a specific action. It’s vital, then, that you don’t over-complicate things by attempting to shoehorn multiple keywords into one ad structure.
Keep your ad copy 100% focused on the keyword set you’re targeting to avoid bewildering the reader and damaging your rankings. Poor keyword organisation and implementation can have a negative effect on your quality score, which ultimately determines where and how your ad will rank in the auction process.
If you want to target multiple keywords, create an ad group for each keyword. This means that every ad you create can be focused on just one keyword, ensuring your ad copy remains relevant to the searcher and Google’s expectations.
There’s no hard and fast rule when it comes to choosing a sales approach – but with so many of your competitors vying for attention in the SERPs, your message needs to stand out.
The beauty of using Google Ads is that you can test different psychological approaches within your copy, then analyse the data to see which tactic led to the best ad performance.
Try listing features, highlighting benefits and offering solutions in the first instance to see which message generates the most interest. From there, you can experiment with using testimonials, reviews, award mentions and ratings to draw in more of those all-important clicks.
You can do this by creating multiple ads in each ad group. Google will serve each ad you have created and begin to gather data on how each ad performs. Eventually there will be an ad that outperforms the rest, in which case Google will start serving this ad more frequently.
The whole purpose of your ad is to convince the user to complete an action, so make it clear exactly what you want them to do once they’ve been suitably wowed by your copy.
Including a call to action (CTA) – such as ‘call now’ or ‘get a quote today’ – in the second or third headline will usually produce the best results. You can also reiterate your CTA in the description text, and via ad extensions.
You also need to make sure that the desired CTA in your ad copy matches the CTA on your landing page. More on this later.
From sitelinks to callouts, structured snippets to price indications, Google allows you to include all sorts of useful ad extensions as a means of providing more information to users. You don’t need to make use of all of them – you just need to choose the ones that best suit your business.
For example, if you’re a brick-and-mortar store, you’ll benefit from adding a location extension. This will display your shop’s address, phone number and opening hours within the ad itself, so potential customers can find out exactly what they need to know without necessarily clicking through to your site.
If you’re a service provider running a special offer, you could create a promotion extension that displays monetary or percentage discounts.
If you generate most of your enquiries, leads or sales by phone, you absolutely must add a call extension to your ad. Some businesses try to encourage calls by including their number in the ad copy itself, but this can often lead to the ad being disapproved – so to avoid these suitability issues, set up an extension instead and make it easy for your customers to access your direct line with just one click.
(While we’re on the topic, there are plenty of other ways to encourage and monitor phone call conversions using Google Ads. Read our post about call tracking and how to set it up.)
This is perhaps one of the most important pieces of advice we can give to budding Google Ads campaign managers.
If you’ve promised something, honour that promise. It’s as simple as that.
After all, there’s nothing more frustrating for potential customers than clicking through to a landing page in anticipation, only to find that the content doesn’t address their needs or contain the information they were expecting.
To avoid confusing your prospects and bolstering your bounce rate with landing pages that aren’t fit for purpose, make sure you:
Still not seeing the results you were expecting from Google Ads?
Contact our specialist Google Ads managers, who will carry out a FREE audit of your account to identify areas of your campaign that could be holding you back!