Guide to Google Ad Copy

The Ultimate Guide to Crafting a Killer Google Ad Copy


You are tasked with crafting a Google ad copy that’s catchy, compelling, and drives conversions. But, while battling writer’s block and juggling deadlines, you find yourself muttering, “How do I even begin?”

We’ve all been there!

With a limited number of characters and the need to stand out from the competition, writing a perfect Google ad copy is a Herculean task.

In this blog, we will unveil the secrets of crafting responsive search ads that captivate your audience and boosts your results. We’ll also look at the importance of Google ad copies and the different ad types.

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 done correctly, your PPC ads could have an ROI of a whopping 200%! It will allow you to climb the SERP ladder without investing much time in organic SEO.

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

Exploring Google Ad Formats

There are multiplead types that you can choose 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.
Google Ad Copy Format

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

If the question, ‘How to write a Google ad copy that sells?’ is on your mind, you are in the right place! Below mentioned are a few tips and tricks you can follow for successful paid marketing campaigns.

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 Google ad copy matches the searcher intent and search terms, you are more likely to get the traction you desire! This is where comprehensive keyword research comes into play.

Find a group of related keywords to use in your ad copies and accurately target your audience! Remember to use them in your ad copy, headline and display URL.

Keyword Research for Google Ad Copy

P.S. It’s also important to note that target keywords are not overused, and the copies are catchy and creative.

Showcase the End Goal Front and Centre

Being concise is the name of the game when working on Google ad copies. The best way to do so is to highlight your users’ end goals in your copy. Write about what your product or service would accomplish rather than just listing the features.

Display Ads as Google Ad Copy

For instance, if you are selling an air cooler with turbo cooling, different speeds and a large water-holding capacity, you might be tempted to rave about them. However, a better ad copy would be-

‘No More Sweaty Summers|XYZ Air Cooler’

It directly addresses what the product will do for you, building search queries and increasing conversions. The extra details can be provided later on your landing page!

It’s a Numbers Game

Numbers attract the eye and add a dose of credibility to your statements. Look at these two copies.

Several clients have witnessed a massive increase in their revenue!

Due to our marketing expertise, we have helped over 100 clients earn Rs.5,00,000 in revenue!

The second statement is more persuasive because it puts an actual number to the claim.

A fascinating fact is that buyers prefer specifics instead of vague estimates. It lends more authenticity. So, use phrases like:

  • ‘3413 users in March 2023.’
  • ‘233 five-star reviews!’
  • ‘Rs.45042 saved since May 2023!’

Capitalise on FOMO

Nobody likes to miss out on things! You can capitalise on this emotion by adding action phrases and timelines to your ad copies. To help you further, Google recently added a ‘countdown clock’ to their ad features. You can add it to your headlines and descriptions and create a sense of urgency.

Google Ad Copy Example

A Google display ad copy generally follows this practice. It triggers loss aversion and increases clicks.

Some phrases to use include:

  • Hurry, the offer is only till 5th May!
  • The sale ends in 2 days!

The Icing on the Cake- Enticing Calls to Action

The most importanttip in this Google ad copy best practices guide is to include a CTA.

After all, the only reason you are doing this ad campaign is to entice the readers into taking a particular action, be it visiting your webpage, buying your product, or downloading your app.

If your text ad does not include a persuasive CTA, it leaves the readers clueless about the next step. A CTA must be linked to a landing page as well.

Google suggests using words like ‘purchase’, ‘browse’ and ‘sign up’ in your CTA to help customers understand how to proceed with the transaction. 

To Sum It Up

There you have it! The ultimate guide to conquering the Google ads realm, one copy at a time!

Do note that tracking your ad campaign performances is essential so you can constantly tweak and refine them as needed. Since this is not a one-size-fits-all approach, test the waters by running multiple campaigns with different Google ad copies and see which works best for you!

People Also Ask

1. How long can a Google ad copy be?

Headlines and descriptions in text-based Google ads have strict character limits. They cannot exceed 30 and 90 characters, respectively.

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

Generally, marketers track the PPC, CTR and conversion rates to gauge ad campaign performance.

3. What are responsive search ads?

The ads include multiple headlines and descriptions for the same campaign. Google automatically mixes and matches them to find the best-performing copy. It is ideal for newbies who are new to paid marketing campaigns.

Leave a comment

Your email address will not be published. Required fields are marked *