What do you need to run an ad on Google? Provide your titles (30 symbols), descriptions (90 symbols) and you are ready. It may sound easy until you realize all the specifics around defining the right message to users that attracts engagement and conversions.
In this article we share more about copywriting for Google Ads as the key to effective advertising on one of the most popular networks and standing out from competition.
Why Google Ads Copywriting Matters in Digital Advertising
Almost $238 billion in advertising budget for ads in multiple formats across a variety of channels. And all this is managed through the Google Ads platform and served to users on Google Search, Google Maps, YouTube and thousands of other sites on the web. The most popular formats are the ones on the search engine which currently accounts for over 90% market share outperforming competitors such as Bing, Yammer and more.
Advertisers know that targeting ads may happen on the basis of demography, interests, user behavior, and more. But reaching the right users is just part of the task. The easier one. But how to make users pay attention to your ads and engage with them?
Creating Effective Copies for Google Ads
Despite the variety of ad formats in Google Ads, nearly every ad has a few mandatory components:
- Headline: This is the most important part of the text in your ads, as users focus on it before anything else. You’ve probably noticed that some ads have only one headline, while others have two or three. A good idea here is to include words that users use when searching, as well as to convey your value proposition as directly as possible.
- Display URL: This is the web address that users see in your ad and which provides more clarity about the content they will see when they click. However, this URL doesn’t have to match the actual page address and in most cases, you can limit it to the main address of your website with at most one additional category.
- Description: Here you can share more details about the product or service you are advertising. You can also include a call to action (CTA) such as “learn more”, “get a discount”, “sign up”, etc.
There's no one-size-fits-all formula for Google ad headlines and descriptions, as successful models are quickly copied by all advertisers on the platform. However, here are a few approaches you can rely on:
- Emphasize the properties and characteristics of your product or service: For example, if the materials used or the way you provide service sets you apart from the competition.
- Highlight the benefits of working with you: What will the result be for the user if they trust you?
- Focus on the user's problem: Show that you know what people's pain points and difficulties are.
- Customer feedback: Share what satisfied customers say about your products and services.
- Filtering the right customers: Try to show through copy who your offer is or isn't for (e.g., share that you sell premium goods to hint at your higher prices).
Once you've figured out which approach and message works best for you, use it in the text of your landing page as well."
Learn more: Copywriting vs. Content writing: What is the difference?
Good practices for copywriting in Google Ads
Creativity, direct language, consistency with brand messaging... Which of these works best for Google ads? There's no guarantee that any of these will work for you, but we recommend testing some of the following proven good tactics:
Use keywords that match user search intent
The user will understand that the result is exactly what they're looking for when the keywords in the ad text match their search. You can add them to the headlines or descriptions, but the most important thing is not to artificially saturate the message with them."
Use different messages for specific searches. Listen to what the user wants!
Almost every user search in Google contains specifics that you need to address. Very rarely do people who make transactional searches (suggesting an intent to purchase) start their search from a general category of products and services. Here's an example with 3 different searches for our services.
| What users type on Google | What we have to tell them |
|---|---|
| “website development” | Our team designs, develops, and maintains websites and has 70+ completed projects. |
| “WordPress website development” | Our team is experienced in WordPress development and can create different websites based on it. |
| “WordPress e-commerce development” | Our team creates online stores based on WordPress and WooCommerce. |
Similarly, display URLs can suggest that the ad's landing page is the right place for the user's search. In this specific example, we can use URLs such as:
- dgtalents.com/website-development
- dgtalents.com/website-development/wordpress
- dgtalents.com/e-commerce/wordpress-development
It's important that the information related to the specific user search is also present on the page, so that the user is not misled.
Leverage Additional Extensions in Google Ads Ad Formats
You've likely seen many variations of Google ads that include what are known as "ad extensions," offering extra information about your business or additional interaction possibilities. These include:
- Sitelink extensions: These are additional links to specific pages on your website that appear within the main ad.
- Callout extensions: These provide an extra 25 characters to add to the main text. Examples include "free shipping," "student discount," etc.
- Call extensions: These allow users to call you directly from the ad. They are particularly suitable for mobile devices.
Always Include a Call to Action (CTA) in Your Ad
We all create ads because we want users to take a specific action – purchase a product, register on our website, read our report, contact us, etc. Tell them directly what you expect them to do after clicking on your ad. This will not only help you filter the right traffic to your site but also optimize your advertising budget. However, it’s equally important to keep your promise and provide exactly what you’ve written in your ad’s headline and description.
