The Ultimate Guide to Crafting a Killer Google Ad Copy 

Marketing

Thinking about running a Google ads Campaign but unsure where to start? Despite strict regulations and tight character limits, crafting compelling ad copy is within your reach. With 80% of companies worldwide leveraging Google ads and the platform commanding 92.26% of global searches, it’s a market advantage you can’t afford to miss.  

Not to mention, if these businesses can do it, so can you. Take a look at these Google ad copy examples, they all are pretty clear, concise, and effective, helping attract an audience and drive conversions.  

You, too, can create good copy that converts while staying within Google’s rules. 

This article takes a deep dive into the world of Google ads, highlighting their importance, types, and five key strategies for writing high-converting copies.  

Google Ads Campaign Mastery: Why Is It Essential? 

For all the novices out there, Google ads is the search engine giant’s advertising platform. All the ads in your SERPs, websites, and video services like YouTube and email home pages come under this category. 

But why should one focus on improving their Google ad results? 

When you correctly advertise on Google, you can earn an ROI of a whopping 200%! It will allow you to climb the SERP ladder without investing much time in organic SEO. Here are some added benefits of using Google ads in your digital marketing strategy: 

1. Control Your Costs

Google ads offer you control over how much you spend per ad, per month, and per day. There is no fixed minimum budget for Google ads you have to follow. You can start with any amount you’re comfortable with and pay when someone clicks your ads.  

2. Reach Relevant Leads

Google ads campaign provide advanced targeting options, allowing you to tailor your ads to specific demographics, locations, interests, and even behaviors! This precise targeting helps you reach the right audience, increasing conversion rates and qualified lead generation. 

3. Measure Your Results

Google ads let you track not just clicks but valuable actions like purchases or downloads. It even informs about keywords performing well, spending on ads, and more. By analyzing which ads perform best, you can optimize your advertising budget for maximum return.  

4. Increase Website Traffic

Google ads offer rapid traffic generation, a key advantage for businesses. By targeting top-of-funnel keywords in your ads, companies can quickly attract qualified visitors to their sites. This strategy is especially valuable for those new businesses, providing immediate visibility while longer-term organic SEO takes time. 

Exploring Google Ad Formats 

There are multiple ads that you can choose from to reach your target audience. All these types have separate functions and goals, so understand your desired result and choose one that best suits your needs. 

• Google search ads: These are text-based ads that appear on your search results page when you use specific keywords. 

• Display ads: They are mainly image-based and appear on web pages and emails. 

• Video ads: These are short promos that are visible on YouTube. 

• Shopping ads: These ad types outline product listings and urge the audience to buy them. They include the product image, price, title and store location. 

• App promotion ads: They promote mobile applications and encourage users to download or engage with the app. They can appear in Google search results, YouTube, Play Store, or other mobile apps. 

Now that you know your ad type, look at a few Google ad copy guidelines you can follow while creating your campaigns. 

Revealing the 5 Best Tips for Writing Google Ad Copies 

Crafting a compelling Google ad isn’t about following a single formula—it demands constant fine-tuning to help you secure higher clicks and advertising ROI.  

There’s no universal template for success, given that each business has its distinct value proposition, target audience, and objectives. However, following some best practices significantly boosts your ad’s effectiveness.  

Let’s explore five key tips that will help you create stellar Google ad copy tailored to your unique business needs. 

5. Getting Into the Minds of the Users: Keyword Research

The importance of keywords in your ad copy cannot be negated. These are a way to glimpse into your target customers’ minds and discover their needs. If your ad copy matches the search intent and terms, it shows Google that your text is relevant to the searcher, providing the necessary traction you desire!  

This is where comprehensive keyword research comes into play. Find a group of related keywords that your audience uses when searching within your industry.  

Strategically place your keywords in the ad copy to show users that your business has what they are looking for. Sometimes, it’s best in the headline. Sometimes, in the description. Or at both places. You won’t know until you test different ad variations. 

For instance, consider the following Google ad example. Each Google ad above has included the keyword “project management tool” only once. Then, they use the rest of the characters to describe why their tools are the best.  

6. Showcase the End Goal Front and Centre

Because many of your competitors will be using similar keywords, you’re bound to face stiff competition. It’s easy to get lost in the noise and hurt your chances of getting that click. For instance, in the “project management tool” Google ad example, you saw four companies competing for that traffic.  

So how can you stand? Highlighting what customers are looking for. It’s called “The End Goal: What people ultimately want to achieve with the help of your product or service.” It’s a great way to promote your offering in a way that indicates the benefits to customers.  

For instance, you’re selling acne products, and your visitors search for keywords like “acne cream.” Your headline shouldn’t ask prospects if they’re dealing with acne, as you already know they are. It also shouldn’t boast about the ingredients. Instead, you should address their End Goal – what they’re looking to accomplish – with a headline such as: 

Get Rid of Acne Once & For All 

Don’t let your precious headline go to waste for something that your visitor already knows. Answer directly what the product will do for them. The extra details, like features, can be provided later your landing page or product page! 

Writing about how your solution will help them rather than just listing the features is the secret to getting an ad copy that stands out and likely is clicked. 

7. It’s a Numbers Game

Numbers don’t lie, and everyone is aware of that! So, look for opportunities to add numbers, statistics, and data to your headline and ad copy.  

It will not only make your ad more effective but add a dose of credibility to your statements. Chances are that your campaign will drive leads much better this way because people are generally attracted to numbers. 

Keep in mind that referencing yourself as the No.1 company of ABC isn’t what it means here. In fact, you must stay away from these baseless claims. Instead, include the delivery time, user numbers, ratings, or other stats relevant to your product and service.  

A fascinating fact is that buyers prefer specifics instead of vague estimates. It lends more authenticity. So, use phrases like this to create a good advertising copy: 

• ‘3413 users in March 2023.’ 

• ‘233 five-star reviews!’ 

• ‘Rs.45042 saved since May 2023!’ 

8. Capitalize on FOMO (Fear of Missing Out) 

Nobody likes to miss out on things! You can capitalize on this emotion by adding action words and phrases in your ad copies. These include “sale ends in 2 days”, “exclusive offer,” or “free for a limited time” to attract attention and inject a fear of losing out on a potential opportunity.  

What’s even better is that injecting fear into your ad copy is not very hard. Google has recently added a ‘countdown clock’ to their ad features. You can add it to your headlines and descriptions within your text ads to trigger loss aversion and increase clicks. 

This is what the countdown dashboard looks like. After you set the end date, your ad will show a countdown in real-time. People looking at your ads will be motivated by their fear of missing out. 

9. The Icing on the Cake- Enticing Calls to Action

No matter the industry you’re in, your Google ads run for a particular purpose. Its intent is to encourage people to take a specific action. On that note, you also shouldn’t assume that readers already know what they must do.  

You need to tell them what exactly they’re supposed to do with a call-to-action (CTA).  

A clear CTA informs users what they should do next and what to expect when they click on the ad. Beyond that, the most vital thing that your call-to-action does is encourage potential customers to click your ad, boosting click-through rates. To ensure that your CTA is attention-grabbing and persuasive, focus on using words like  

• Buy  

• Order  

• Click 

• Sign up  

• Get 

• Learn  

• Shop 

You can also run split tests or A/B testing to identify the best CTAs for your campaigns. Consider picking those that are relevant to your goals and end audience.  

For instance, if your aim is to increase signup for your product’s free trial, you will use something like “Start Free Trial.” On the other side, if your users are still in the awareness stage and you want to just help them, don’t use a CTA related to the transaction involved. This is where you can use “Learn More”.  

Summing up on Google Ad Copy  

Remember that writing ad copy is a highly interactive practice demanding continuous testing. The classic writing tips outlined here will stick because they are in line with Google advertising regulations.  

Don’t forget that there is no one-size-fits-all – results will vary depending on your audience, product, timing, and market.  

The best you can do is continuously track and analyze your ad campaigns. Focus on key metrics like clicks, conversion rates, and quality scores to gauge the effectiveness of your ad copy. Make data-driven improvements, ensuring your messages resonate and deliver results.  

FAQ

1. What metrics should I track to measure the success of my ad campaigns?

Without knowing how your ad campaign is performing, it will not be easy to understand where to allocate your advertising budget and maximize return. The best way to measure performance is to track certain metrics like:  

• Click-through rate (CTR): Shows how effective your ad is at encouraging users to click and visit your landing page or website.  

• Conversion rate: Measure the percentage of clicks that result in a desired action (e.g., purchase, signup, and more).  

• Cost per click (CPC): Indicate how much you pay for each click, helping you assess budget efficiency.  

• Return on ad Spend (ROAS): Calculate revenue generated for each dollar spent on ads. 

• Impressions: Reflects how many times your ad is displayed, which is useful for measuring reach. 

2. What are responsive search ads?

Responsive Search Ads (RSAs) are Google ads format that enables you to put multiple headlines and descriptions for the same campaign. Advertisers can provide up to 15 headlines and four descriptions.  

Google’s machine learning algorithms automatically test these different combinations to display the most effective and good advertising copy for each search query.  

This approach helps improve click-through rates and conversions by helping you show what users are searching for. It supports more targeted and relevant ads while reducing the need for manual ad management and testing. 

Responsive Search Ads are ideal for newbies with no prior experience in paid marketing campaigns.  

3. How long for Google ads to appear?

Once you submit your Google ads campaign, it’s generally approved by the team within 24-48 hours. However, most should find ads appearing on the Google Search Engine within an hour or two of being published.  

It’s important to remember that your ads won’t reach maximum visibility straight away. What you can do is maximize results using Google’s Ad Preview and Diagnosis tools instead of searching your own brand or similar keywords. You can access this tool via the Google ads interface. It allows you to enter search queries to see if your ads are being shown as expected and provide an explanation if your Google ad is not visible.