Businesses that want to grow and thrive in an increasingly competitive world will want to put a solid digital marketing strategy in place. No marketing strategy is complete without the inclusion of Google ads. It is said that the giant search engine site processes approximately 63,000 search queries every second.
Without search engine presence, a business is missing out on a wealth of opportunities. One of the ways to increase visibility on Google is to run ads. Google ads are known to maximize a business’s potential and contribute to its growth, whether it is about aiming to drive traffic to the website or generate quality leads.
When it comes to running Google ads, marketers will be faced with the challenge of writing the ad copy. Google sets a limited word count for the headline and descriptions, which means writing a stand-out copy in as few words as possible. It’s about making every word count.
If done right, the copy can capture a sizable audience who can potentially become paying customers.
While there is no one-size-fits-all approach to writing an effective Google ad copy, there are some best practices that can serve as guides throughout the process.
Meet the Customer’s Expectations
People who come to Google to search for something usually have an end goal in mind. They wanted information that is relevant to their query. It could be that they wanted to find an answer to a particular question, look for a particular product, or get some tips to solve their problems. The bottom line is they wanted to be presented with relevant answers.
For marketers, this means that they need to make sure they are not losing sight of what they are looking for. Helping your visitors accomplish their goals with the help of the brand’s products or services is a good way to earn valuable brownie points. Once marketers understand this, they will want to write their ads in a way that stands out from the competition and meet their customers’ end goals.
For example, a brand is providing various content services to clients. The potential customers are looking for agencies that offer a content writing service. Marketers will want to write their copies based on that query. Speaking to their client’s end goal can be a more effective way to get their attention. After all, they already know their clients are looking for possible content agencies. The same principle applies if customers are looking for a wide range of products related to their needs.
The headline should speak to the client’s goal, offering them the solution they are looking for. It’s about converting them, so getting straight to the point will save them precious time. This will make it easy to convert prospects into possible leads and, eventually, paying customers.
Make Use of Numbers and Discounts
Another way to stand out from the crowd is to harness the power of numbers. When writing a headline, content writers will want to include numbers as they signify a sense of predictability. Headlines that make use of them tend to get better ad performance.
Say, for example, it is about promoting the newest blog article with the aim of driving traffic to the website. Employing numbers in the headline can do the trick. The headline can go this way: “50 Tips to Writing Great Blog Posts.” The use of the number gives visitors the idea of the length of time it will take them to read the article, which sets proper expectations from the get-go.
If they like the article enough, they will click through it and give their commitment to reading the whole thing. The same can be said when selling products. Including a discount in the headline of the ad can also easily grab attention, increasing the chance of users clicking on the ad.
Remember, numbers should be used to communicate value and not just for the sake of getting the prospects’ attention.
Ensure the Ads Are Fresh
Being current is an important factor when it comes to effective Google ads. Marketers will want to present relevant and updated information to their potential customers. Utilizing timeliness in the headline will persuade more users to click on the ad.
Marketers might also want to include a month or year in the ad. For instance, in promoting social media marketing services, the ad can include the number of clients serviced in a specific month or year. Ads like this have better chances of converting users into paying customers.
Make sure that the information presented is current and relevant. Marketers will not want to promote a key dates calendar that is for 2021 when it’s already halfway through 2022. Little details like this can make a world of difference in how ads could be perceived.
Utilize Keywords Strategically
Keywords are some of the most important elements on Google and other search engines. Marketers will want to harness its power to make the ad copy all the more effective. By echoing their potential visitors’ search queries, they are signaling to them that they are in the right place.
Using keywords strategically on the ad copy will improve its relevance and quality score. When incorporating keywords in the ad, marketers need to make sure they are tightly related. Too many keywords being targeted will lead to a lack of focus. Repeating the keywords two to three times in the ad is effective in maximizing their potential.
Keyword placement is also important when utilizing keywords in the ad copy. Marketers might want to consider adding relevant keywords in the URL slug, headline, and description. To be more certain, running an A/B test on your ads using different keyword placements to find the right formula can be done.
Remember to Include a CTA
A call to action is important if marketers want highly effective ad copies. After all, they are running an ad to convince users to take the desired action, whether it is reading the article or going to the landing page to get the offer.
It is possible to place the CTA in the headline. They may also be placed in the description text. No matter the placement, the biggest factor that makes effective CTAs is the verbs used. Ad writers should use verbs that perform well.
These verbs include get, try, shop, sign up, discover, learn, buy, build, and more. Marketers might also want to include non-CTA words that enhance the call to action performance. This includes words like your, free, now, online, our, save, and best, among many others.
Wrapping It Up
Before starting to apply the tips in writing the best Google ad copy, marketers will need to keep in mind that the visitor’s experience with their search query will matter a lot. Once they have typed in some key phrases on the search bar and see the ad coming up, they will want to be led in the right direction.
It is vital that the ad does not deceive them, and that what they see on the copy and call to action should resonate with the landing page. Otherwise, they will hit the back button, which can hurt the bounce rate and overall ad performance in the process.
In essence, a good ad copy should go hand in hand with a great accompanying landing page.