How to write the best Google Ads

How To Write The Best Google Ads

Google Ads are a powerful tool in any marketing campaign. You can put your product or service in the perfect place: in front of your target audience just as they are ready to convert.

However, just showing up at the right time doesn’t guarantee any results. An advert with no substance isn’t going to get clicks. You need to correctly reach out to your target audience using highly optimised and relevant ad copy.

In this blog, we will be taking a look at how you can write the best copy for your Google Ads.

Know When & How To Use Keywords

Knowing when and how to correctly use keywords within your PPC adverts is the difference between grabbing someone’s attention or turning them away because your ad looks like spam.

To help with your keyword placement, you should keep your ad-groups limited to very specific and closely related keywords and search terms. For example, a guttering company should have separate ad-groups for gutter cleaning, gutter repairing, gutter installation etc. A retailer should have separate ad-groups for blue shoes, red shoes, green shoes etc. 

By ensuring only closely related search terms are in the ad-group, you have the opportunity to create a much more relevant and hyper-focused advert and include the correct keywords. If you include too many keywords or variations, you will just make it more difficult to write relevant ad copy, which in turn will impact your click through rates and quality score, which will in turn impact your bids.

You also need to make sure you do not go overboard with keyword inclusion. Take this example headline:

Red Shoes | Buy Red Shoes | Red Shoes Shop

This is clearly highly relevant to the keyword, but it isn’t going to drive many clicks. The user knows they searched for red shoes, you don’t need to tell them that three times. The headline also fails to give the user any actual reason to click the advert or even read the descriptions. The user is more likely to skip this spammy headline.

Specific & Relevant Copy

People who click on adverts are looking for something specific. If you’re running adverts, you’re offering something specific. But is your ad copy specific?

Let’s use the guttering company example. Firstly, their adverts and copy should be specific to the actual individual service they are offering: let’s go with gutter cleaning.

Now, they should be even more specific with gutter cleaning. Do they only do domestic gutter cleaning for home owners, or do they also provide commercial gutter cleaning for businesses and offices? Your ad copy should be specific enough to accurately reflect that you are the most relevant option for the searcher, and you can fulfil their specific query.

Include Call To Actions

A pretty obvious one: include call to actions in your adverts. Keep your call to actions relevant to what your audience actually wants to do.

In terms of actual choice of words in your call to actions, WordStream has published their own analysis of the most popular Call To Action verbs based on 600 top performing adverts:

  1. Get (35)
  2. Buy (20)
  3. Shop (18)
  4. Try (14)
  5. Learn (9)
  6. Build (6)
  7. Sign Up (4)
  8. Discover (2)
  9. Click (0)

Obviously, not everything from the list is going to be relevant to your business or advert, but the list can still serve as a useful foundation when you are writing your call to actions.