With 9 billion daily searches on Google and the average person relying on the search engine for 3-4 queries each day, “Just Google it!” has become a part of our daily lives, making it better. And every time we search, an ad is waiting for us on the results page.
Google ads are effective because they target customer intent, appearing precisely when people are searching for a business, product, or service. However to take advantage of such a strategy, you must first master your ad copy by addressing this specific intent.
In this article, we will be sharing some straightforward tips on how to write Google Ads to boost engage your audience, optimize keywords, and conversions, highlighting the three key elements of a Google ad:
- Display URL
So, keep reading and reap the rewards of successful advertising!
What Are Google Ads?
Google Ads is a service that helps you promote your business or brand online, increase traffic, and boost sales. It works on a pay-per-click (PPC) model, where you pay when someone clicks on your ad. This allows you to create impactful ads and campaigns on a budget.
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How to Write Google Ad Copy?
While Google Ads have specifics, an ad copy generally follows the timeless principles of effective marketing and advertising. Here are five of them:
1. Keep Your Message Clear and Informative
Keeping the message clear, informative, and easy to understand is essential to capturing the audience’s attention and delivering the intended impact. By stripping away complexity, you can create ad copy that resonate with your audience.
2. Use Scarcity [But Only if There Is Such]
While the classic principle of scarcity has proven to be highly effective, it’s also one to use carefully. Scarcity can work one of two ways:
- Limited quantity.
- Limited time.
Scarcity creates a sense of urgency that motivates your audience to take action, increasing the likelihood of conversion. That said, scarcity doesn’t always work. For instance, if you run promotions constantly, using messages like “Hurry!” will not have the desired effect. However, if you only do promotions once in a while such tactics can be effective.
3. Use Everyday Language
Don’t try to be overly clever with words; it might impress your peers, but not your audience. Your potential customers relate to everyday language. So, if you want to learn how to write Google Ads properly, avoid jargon and use everyday words. This way you can effectively communicate your value and connect with your target market.
4. Make It Easy for Your Customers
People won’t buy from you unless you address their specific needs. Keep your focus on your customers, make their life easier and they will convert. It doesn’t have to be complicated. Sometimes, a simple message like “No appointment needed!” can make all the difference.
5. Provide Proof
Add elements like facts, testimonials, or studies into your ad. Customers often seek to justify their purchase, so it’s essential to provide them with some evidence.
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How to Create the Perfect Headline?
Remember the saying, “You never get a second chance to make a first impression”? Your ad’s headline is that first impression. Google Ads platform allows you to add 3 headlines to each ad. The headline is meant to be short and attention grabbing towards potential customers. Keep it brief: 30 characters is all you’ve got!
1. Use Your Keywords to Effectively Create a Catchy Ad Headline
Your ad group plays an important role in determining your keywords. Within each ad group, you’ll find a collection of related keywords.
2. Write Headlines That Don’t Overlap
When creating your Google ad, you will write three headlines. They will appear together at the top of your ad, above the link to your website.
The headlines have to work together without repetition. For instance, if your business provides CRM software solutions, you want to clearly highlight what you’re selling while encouraging potential customers to visit your website:
“Watch CRM Demo”
“CRM for Everyone”
“Shop Our Templates!”
The idea behind the three headlines is that Google Ads gives you three different chances to talk about your business.
3. Emphasize Your Unique Value Propositions
Three headlines give you the chance to set yourself apart from the competition. Think about what makes your service or product better and how it stands out from the competition.
Keep in mind that the Responsive Search Ad format helps in this process. This means that Google’s machine learning algorithm will select the optimal combination from the 15 headlines you can provide, ensuring the best fit for your audience.
4. Stand Out From Your Competition
Make sure to do some research and check that your competitors’ headlines are not the same as the ones you’re planning to use. It’s likely that you offer similar things, but try approaching them from a different angle. For example, if you provide CRM software, focus on the “Free Forever” option instead of just a “Free Plan.” Brainstorm ways to stand out and highlight unique aspects of your offerings.
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Mastering the Display URL
Display URL serves as a preview of where a customer will end up when they click on an ad. The landing page associated with the final URL is usually very specific. Let’s say your display URL is www.abcd.com so your final URL should be abcd.com/product. It’s all about giving people a glimpse of what awaits them after that enticing click.Here are a few easy tips to consider when designing your Display URL:
1. Use Your Keywords Smartly
Use the display URL to enhance the impact of your campaign keywords. By including the main domain in the display URL, you can freely incorporate prefixes or filenames that align with your campaign’s keywords. Since the display URL isn’t clickable, you can be creative and add filenames that may not actually exist. This clever tactic reassures users that your ad perfectly matches their search. By incorporating keywords you provide further evidence that your ad is highly relevant and that the landing page fulfills their requirements.
2. Keep It Concise and Specific
Use as few words as possible to convey the essence of your website or landing page. Being specific not only attracts highly targeted traffic by setting clear expectations, but it also has a second crucial advantage. It helps minimize wasted ad clicks because other users will immediately see what your landing pages don’t offer. So, by showing all the relevant details upfront, you ensure that the right audience is directed to your products, while preventing irrelevant clicks from those seeking something different. It’s all about precision and reducing wasted ad spending.
Give your keywords an extra boost by capitalizing their filenames. The domain names and prefixes should always be in lowercase, but feel free to capitalize the first letter of each word in a file. This makes the keywords within the file stand out to search engine users. Google takes it up a notch by bolding keywords in ads that perfectly match the search terms.That’s one more visibility level.
4. Avoid Special Characters and Optimize for Readability
Stick to alphanumeric characters and hyphens. Special characters may confuse users or appear unprofessional. Ensure that your Display URL is easy to read and understand at a glance.
How to Write Captivating Descriptions
The visual appeal of your ad is the first important step towards driving conversions. With limited space – only two lines and 35 characters per line – you need to make a lasting impression that captures your prospect’s attention, boosts your CTR, and catapults your overall Quality Score.
1. Create Synergy Between Your Ad Descriptions and Landing Page
Don’t make promises in your ad copy that your landing page can’t keep. If you’re offering something, don’t redirect your prospective cutsomers to a confusing or misleading page.
It’s also a good idea to maintain a consistent tone between your ad copy and landing page.
2. Include Call-to-Action
It may seem obvious, but you’d be surprised how many advertisers overlook CTAs in their ad descriptions when looking for new ways on how to write Google Ads effectively. Users are seeking solutions and are eager for you to guide them towards taking action. Think about what it is that you want them to do after reading your ad copy?
3. Don’t Forget Your Keywords
Make sure your headline and description text include your primary keywords. Google works its magic by automatically bolding searched keywords in your ad copy, making it appear more relevant to users. Also the dynamic keyword insertion (DKI) allows your keywords to appear based on the searcher’s query.
4. Test and Optimize
Continuously test different ad descriptions to identify what resonates best with your target audience. Analyze performance metrics, such as click-through rates and conversions, and optimize your descriptions accordingly for better results.
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Mastering Google ads will help your company stand out and drive traffic and customers to your site. Focus on key elements, such as incorporating relevant keywords for improved visibility in headlines and URLs. Craft concise, compelling descriptions that highlight your brand’s benefits and unique selling points, and don’t forget to include a call-to-action (CTA) to further engage users.
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