In theory, it’s an easy undertaking. You’re looking to target potential consumers where they’re already looking for you – across search engine results. In order to make that goal into a reality, you need to make sure your website is optimized. And until your organic search optimizations are generating sufficient traffic, you’re going to need to subsidize traffic with paid search.
That’s where Google Ads becomes your best friend. The platform helps you leverage paid advertising across the world’s most popular search engine. In order to take your ads live, there are a few hurdles you’ll need to jump. You’ll need to make sure that you’re choosing the right keywords to help you put your ads in front of the right eyes. You’ll need to set up a properly-structured Google Ads account to help expedite ongoing optimizations and make reporting simple. And among other pivotal Google Ads actions, you’ll need to make sure you’ve drafted top-tier ad content.
Even if you’ve set up Google Ads accounts before, you need to remember something when it comes to ad content: no matter your negative keyword filtration, no matter your dedication to ongoing optimizations, the consumer only sees one thing: your ad content. That’s why we spend considerable time drafting and revising ad content, whether it’s your headlines, your descriptions or your display paths, your content deserves all of the creativity you can afford.
Transforming Your Google Ads Copy in 7 Steps
Let’s get to it: we’ve found and identified the 7 steps standing between you and the best ad content you’ve ever created. Even if you can take an hour or two and walk through these thought-out steps, you’ll notice the difference not only in the quality of your ad copy, but in the quality of the traffic you generate and in overall click frequency.
1. Accommodate the Required Character Counts.
First thing’s first: you need to make sure that you’re accommodating the requested character counts that Google Ads requests. Enhanced Text Ads, the default, cornerstone ad type when it comes to any well-oiled Google Ads account, call for three 30-character descriptions and two 90-character descriptions. We write our ad content with a character counter tool on-hand, to streamline the process. If you’re drafting responsive search ads, you can write as many as twelve 30-character headlines and four 90-character descriptions, but the same parameters remain. The first step toward drafting gangbusters ad content is learning to envision your brand’s messaging through a character count lens.
2. Follow the Rules.
Do yourself a favor and take the time to familiarize yourself with Google Ads policy parameters. If you don’t, you run the risk of having your ads penalized or involuntarily paused for days, or even weeks, into your account’s life. Too many flagged ads can even result in deactivations of Google Ads accounts. No secret sauce here; from your account structure to your ad content, avoiding Google Ads policy violations is a collective win for everyone.
3. Adopt Ad Creative Best Practices.
There are the above must-follow Google Ads policies, and then there are the basic practices that are understood to improve click-through rates, help decrease cost-per-click metrics, and offer room for split testing and optimizations. We’ll keep these best practices simple. In general, look to draft ad content that follows these suggested guidelines:
- Capitalize all headlines and descriptions.
- Include your target keywords in your ad copy and on your landing page.
- Use numbers and symbols to catch the attention of potential consumers.
- Use the brand name, to convey your identity before users even click.
Just know that these “best practices” are only suggestions. They are not hard and fast rules, and there are definitely times when it’s in your best interest to differ from the above suggestions. But by and large, we’ve seen ad creations perform better when it follows the ideals we outlined above.
4. Great Ad Copy is Collaborative Ad Copy.
Your ads need to do more than speak to your ideal consumer base; they need to work collaboratively alongside the ads in your ad groups and other campaigns to pair your ads as closely as possible with user searches.
This step is supremely important, and it’s one that many brands and agencies alike miss. The only thing better than one well-oiled ad is ten well-oiled ads, properly segmented across your account structure so that your ads have the opportunity to work together to accomplish your goals. Check out our Guide to Proper Google Ads Account Structure for more information on how this segmentation should look for your own brand.
5. Speak to the End Goal.
More than anything else, your ads need to clearly convey to users how your services can help them satisfy a need and improve their quality of life. For that reason, you don’t need to worry about conveying 100% of your brand’s biography in 100% of ads. If you try to tell every consumer about everything you do in a series of 30-character descriptions, the result can confuse customers and compromise your overall goals.
Instead of trying to tell every consumer everything about you, take the extra time to identify what each search tells you about the customer. Then, work to draft an ad that helps clients address their specific needs.
6. Keep Ad Content Relevant.
It sounds obvious, and it is. Keep your ad content relevant. But in order to keep ad content relevant, you need to first install relevant ad content. In other words, find ways to convey your current state to potential customers. Don’t be afraid to round the number of online 5-star reviews, and use that in your ad content. Don’t be afraid to include testimonial quotes in your description copy. In other words, find a way to describe to your consumers what you’re doing now to sell yourself. And once you do, set reminders so that you never let that message decay.
7. Don’t Forget the Call-to-Action.
Take the time to tell your customers what they need to do next. Similar to your landing pages, you need to inform your customers on next steps after you’ve convinced them that your services are the best for them. Preferably, you reserve one of your 30-character headlines specifically to convey that call-to-action (CTA). Whether your Google Ads account is geared toward purchases, leads, form submissions, phone calls, physical visits to a location, or even something as simple as total traffic, the CTA makes it clear to the customer what his or her next steps should be.
Success with Google Ads Looks Like Trial and Error.
There’s rarely any success in life without effort, and that concept certainly applies here. Behind every successful Google Ads account, and every single Google ad, is a dedicated ads manager who understands how to launch and continually optimize an ad account for sustained success. If that person is you, congratulations! We’re so glad we were able to shed some light on what works for us. If you know that your Google Ads account needs some love, we’re always here to help. Schedule a no-pressure, absolutely free, growth audit with one of our dedicated paid search specialists, for help optimizing your current Google Ads account or launching an entirely new one on your own time.
But make no mistake about it – you can be extremely successful through Google Ads. You can become a brand that routinely introduces customers to the best solution out there: you. You can remove yourself from the entire lead generation process, all through the power of paid search.