How to Write an Ad for Google AdWords

Tuesday 24th, May 2016

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Undoubtedly 21st century is an era of digital advertising.

The popularity of online advertising can be assessed by the fact that Google made upwards of $60 billion in 2015 from AdWords – which has become the main source of revenue for the company.

Today’s consumers visit Google to research and discover their prospective interests reinstating the importance of search engines results, more importantly – your ads. As with SERPs, higher your result, more will be the visibility.

Front page exposure to your ad isn’t always enough- your ad needs to be helpful, relevant and interesting. Only then can you expect any conversion, and sales!

According to stats, only 20% of B2B and 26% of B2C businesses say that PPC campaigns, such as Google AdWords, make the biggest impact on lead generation.

The primary reason is a poorly written ad copy with an ineffective call-to-action.

So Why A Great Copy Matters For AdWords

Before we discuss the importance of having a great copy, let’s look at a couple of statistics that demonstrates the effectiveness of AdWords to generate highly targeted traffic:

  • Google ads constitutes for 64.6% of all clicks for high commercial intent keyword searches.
  • The average CTR of a top AdWords ad on a SERP is nearly 8 percent.

As you can see, PPC campaigns are one of the best bets for driving targeted traffic to your site.

Google gives you 25 characters for the headline, 70 characters for the text, and 35 characters for the URL. With 135 characters in hand, how do you attract visitors to your business? Obviously you require a superior copy that immediately catches visitor attention and makes people click on the ad.

Now let’s look at some key strategies to bear in mind to write compelling ads each time.

Every Character Counts

As we discussed before, AdWords is extremely limited in terms of displaying information.

Each and every word used in the ad text must be carefully chosen – for the text to be effective and grabs the user’s attention.

Avoid repeating information that has already been revealed in the title, URL or the description. Even if it’s an effective selling point or buttressing of your brand, any repetition can potentially squeeze out the chance for a novel information that might prove to a tipping point of a customer.

Empathize With Your Audience

Your ad copy should address your audience’s needs to successfully get the attention of potential leads. All your competitors are vying for the same attention – therefore it’s crucial that your ad stands out and appeals to your market’s desires, thoroughly.

The best way to achieve that is by focusing on providing complete gratification of the intent that’s expressed in your lead’s search query. You need to resemble the lead’s goal as closely as possible. However, this takes time and research to master – nevertheless by including extra details that will solve the user’s query, you’re solving multiple facets of your audience’s values. By stepping into the shoes of your audience, you take a closer look at the issue and include the solution in your copy – increasing your CTR as well as landing page traffic.

Include a Strong Call-To-Action

Call to actions are the short powerful phrases that leads the visitors through the pearly gates of wisdom. It’s the final opportunity for you to ‘seal the deal’ and persuade customers to click on the ad to visit your website.

Ideally the last line of your ad should be an imperative statement – you give a command and make your lead’s next move as obvious as possible. Introduce an ‘urgency’ factor with phrases such as ‘Limited offers’, ‘Enroll today’ to give potential customers a reason to click on your ad immediately.

However stay away from bait-and-switch tactics such as promising a ‘free sample’ and then requiring a minimum purchase to obtain the ‘sample’ – it will send your customers running the other way. Your landing page should truly reflect your CTA, else you risk hurting your Google quality score.

Leverage Extensions

Ad extensions helps you to allow visitors to search for your services and see additional information on your business, such as your location, seller rating and more.

Since there is a character limit in AdWords, ad extensions allow businesses to squeeze in a little more information to increase the CTR. Considering the cost-per-click isn’t affected by extensions, implementing them should be a priority. There are a host of different extensions that can be added, from mobile app download links to automatic rating displays.


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