Effective ad copy in Google Ads

Ad copy is one of the most important factors in how effective an ad is. To write it well, you need to follow a few basic requirements. Although it may not look complicated at first glance, creating good ad copy can be a genuinely detailed and difficult process. Google limits headlines to 30 characters and […]

Valentin Genov

Posted in Business & Marketing
on 08/10/2024.

Google limits headlines to 30 characters and descriptions to 90 characters, which means being creative within tight limits. Following the right practices is key – that is how you fit within the limits, catch the user’s attention and engage them with your specific message.

In this article we look at the key practices that make ad copy “persuasive” and “effective”.

What is Google Ads?

Before we get into the details, let’s clarify what we mean by Google ads.

Ad copy is the text shown in the results for the ad we create. In most cases this means text ads in Google Search.

That is the type of ad we will mainly talk about here, but the principles and practices apply to other ad types as well.

Practices and strategies for writing effective ad copy

Here are several practices and strategies to make your ad copy more effective.

1. Use every field available

Google lets you add up to 15 headlines and 4 descriptions. That makes a total of up to 810 characters to describe the product or service you want to sell.

It is important to use as much of the allowance as possible while avoiding repetition. Each field should highlight a benefit, a discount or another advantage that will prompt the user to take the desired action.

2. Match your CTAs to the user’s intent

Calls to action (CTAs) are nothing new, but it is important to use them correctly.

A user searching for a specific service or product already intends to do something – find out more, send an enquiry or order straight away.

That is why the CTA has to match that stage. For example, if you advertise clothes and the user’s goal is to order, phrases such as “Order fast”, “Buy now” and so on are appropriate.

3. Use keywords

We all know that using keywords raises the ad’s Quality Score and so lowers the cost per click.

A small trick: include your keywords in the ad extensions too. This also raises the score and increases the chance that the extensions are shown – even if you don’t have the biggest budget.

Extensions are also a great place for strong CTA messages.

4. Create a sense of urgency

Scarcity is a well-known tactic, but it is also extremely effective. Use phrases such as:

Limited quantity
Only a few left
Offer ends soon
Today only

This makes the product or service feel in demand, which automatically suggests high quality and limited availability – something users usually don’t want to miss out on.

5. Show that you care

The truth is that customers don’t care about your turnover. All they care about is the value they get.

So think about the problems they usually run into and reassure them that they won’t have them with you.

It is not always applicable, but when it is, it creates a strong bond between the customer and the brand. Customers come back to where they get value with the least effort.

6. Focus the user’s attention on what matters most

Yes, it is important to list the benefits of the product or service. But don’t let that distract the user.

Today every second of attention costs money. Don’t let it slip away. Point users to exactly what they want to hear and what will prompt them to act – the rest can wait.

Summary of the strategies

There are dozens of approaches. The best thing you can do is test as much as possible. What works for one business may not work for another – and that is the charm of marketing.

If you are just starting out with advertising, the best advice is: be patient. Marketing is a process, not a magic formula. There will be good periods and bad ones.

This article could have been much longer – the subject is vast. What you see here is only a small part of our practice at Evol.bg. We have shared some of our everyday tactics. *Feel free to “steal” the ideas. 😉

Share with your colleagues, friends or business partners!

Written by Valentin Genov

Valentin Genov is head of the PPC team at Evol Marketing, where he is responsible for the strategic management of advertising projects and coordinates a team of digital advertising specialists. With more than 5 years of experience in digital marketing, he has managed advertising budgets worth hundreds of thousands of euros and delivered impressive results for clients across a range of industries. His career began as a freelancer building websites and online shops. He later joined a WordPress agency in Sofia and, a year later, relocated to Vratsa and joined the Evol Marketing team. There he completed the in-house training, grew into a PPC specialist and played an active part in building the in-house web development team. Over time he became head of the PPC team and took on the coordination of key client projects. For the past few months he has been travelling regularly between Sofia and Vratsa, also leading the agency's Sofia marketing team, which specialises in paid advertising. He is often invited to speak at digital marketing events. He loves digital marketing because, whether a business succeeds or not, statistics and data always answer the questions that begin with HOW and WHY.

Keep reading...