Anyone who manages successful Google Ads campaigns will have a great system in place that spends on the right keywords, doesn’t overspend too early in the month, and shows ongoing improvements in conversions, including timely advice on what competitors and Google are doing.
However, although the tools are there for PPC guns to maintain incredible quality control on their client’s campaigns, there’s also a fundamental aspect of any ad that will triumph over anything you do once the ads are running: compelling copy.
Opportunity in a Time of Intense Competition
In a world where every brand is trying to grab our attention and be memorable, the need for great Google Ads copy has never been higher. But the challenge has also never been harder to cut through the noise and gain valuable clicks which convert.
Google says that “To effectively reach potential customers, your text ads should be specific, relevant, attractive and empowering.”
Put Your Thinking Cap On
The two 30 character headline format presents a perfect opportunity to enhance your initial offering. Here are four tips to get you started:
- Highlight the value, distinctiveness and basic awesomeness of the product or service you’re writing for. If you don’t know this, you probably shouldn’t be managing the client’s Google Ads!
- Get personal as well with “you”, “your”, “yourself” in the headlines and appeal to user emotions. People love feeling special.
- What are they truly looking for and how are you answering their specific needs with your two headlines?
- Don’t just sound like a carbon copy of your nearest competitor, so check what they’re saying too and look for semantic variations which draw people’s attention.
The 90 character (up from 30) description texts are where we try to inject personality into our client’s ads. We’ve found this space is enough to create a unique tone-of-voice and engage with users on a more human level. Don’t underestimate the power of being clever, a little provocative or using a pop-culture reference. Entertain people and they’ll warm to your client’s brand immediately.
Now Put it to the Test!
Of course, there’s no point in learning about how to write great copy for ads without testing them to find out which ones are working best across your ad groups.
And if your news ads happens to increase clicks but not conversions, you may have a problem with the content or UX on the landing page URL. There is such a thing as an ad that’s too well written!
Put in the Time and Expertise
At Synq Digital, we make sure to invest a suitable number of hours every month to the copy we create for our client’s, as we’ve seen firsthand how engaging, entertaining, and inspiring ads can lead to more clicks and higher conversions from the right people who are ready to make purchasing decisions.
This has been another insight from the team here at SYNQ Digital
Your Success Is Ours