In the competitive world of PPC, one of the keys to capturing your audience’s attention lies in the art of crafting compelling ad copy. Read on to learn some tips and tricks about how to write ad copy that stands out from the crowd and converts.
Back to Basics
It is important to pay attention to the ad components, character limits, and the advertiser guidelines. Here’s a quick overview of the components of responsive text ads:
Headline: Headlines are often displayed as the largest text and it’s the most prominent part of your ad. You can create up to 15 of these & with a 30 characters limit on each.
Descriptions: Descriptions are the body of text that appears below the headline and provides additional details about your business and what you offer. You can create 4 of these, up to 90 characters each.
Display URL: This is what appears after the URL, it is called display as it is not the actual URL of the landing page. This is up to 30 characters and should help the user understand what to expect from your landing page.
Assets: These are additional content pieces which make up your ad with other useful information about your business. These can include site links, structured snippets, phone numbers, locations, and images.
In any given ad, a maximum of three headlines and two descriptions will be selected to show, Google Ads assembles the text into multiple ad combinations in a way to avoid redundancy and to learn which combinations are most relevant for different queries. You want to make sure you are using all headlines & descriptions available to the maximum character limit to ensure you take up the as much space on the SERP as possible and to allow the algorithm to experiment and test the copy in the best order.
Put yourself in their shoes.
For ad copy to be effective, it must resonate with the audience reading it. Research your audience and develop an understanding of their concerns, feelings and perceptions. You want to write your ad copy to mirror you customers intent and answer the query they are googling.
Additionally, once you understand your audience, you may consider personalising your copy for different audience segments. For example, advertising a 10% off to new users who have not previously interacted with your business.
Keep it relevant
Keywords play a critical role in search ads, you must align your ad copy with both your landing page and the customers search query by mentioning your keywords. Why I hear you ask? Echoing the keyword helps align your copy with the user’s intent, expectations & shows the user exactly what they are looking for. Not only that, but it also boosts your Google quality score. Our best practice at House of Performance is to ensure the first 3 headlines and first description are highly tailored to the keywords.
Show off what you have got!
It is important to include what makes you stand out from the crowd. Do you offer free delivery? Do you have a No Win No Fee Policy? These are just a few examples of USPs you could include in your copy. It may also help to check what your competitors are displaying in their ads, try adding something unique to make your ads stand out.
Let the numbers do the talking
Incorporating numbers, stats and prices is one of the quickest ways to make your ad stand out. Like shiny things – they catch the eye. They can even save you from paying for unqualified clicks, for example, if the consumer gets an insight into price before they click if that’s not what they are after they simply won’t click.
Focus on the outcome
No matter what industry you are promoting, you still need to lead the dog to the bone. Including a powerful call-to-action (CTA) encourages consumers to do what you want them to do. CTAs can be tricky to get right and that’s why it’s important to run A/B tests to find the best CTAs for your ads.
Despite the limited characters for search as there is still room to be creative and find ways of being prominent on the SERP. In a nutshell, creating stand-out Google Ads copy is all about speaking directly to your audience and allow your ad to address their questions, concerns and feelings.