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4 Tips to Write an Excellent Google Ads Copyby@griffinjt
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4 Tips to Write an Excellent Google Ads Copy

by Thomas GriffinOctober 23rd, 2022
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Google is the go-to search engine for the majority of users worldwide. But, it can be very difficult to attract traffic from there organically. Google has over 93% of the market share in the search industry. Ad copy not just affects your ad's quality score but also governs the click-through rate of your campaign. Here are the 4 tips to write an excellent Google ad copy for small businesses. Use keywords in your ad copy to complement the message and promote your products or services to the right target audience.

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Did you know that Google has over 93% of the market share in the search industry?


The platform is the go-to search engine for the majority of users worldwide. But, it can be very difficult to attract traffic from there organically.


It's reported that 95% of users only view sites appearing on Google's first page in response to their respective search queries. And this often leads businesses to consider paid advertising.


Google ads can be very effective in helping you attract a relevant audience as they appear on top of the recommendations from the search engine in response to user queries.


However, it can be a challenge to design and deploy an effective Google ad campaign. One of the factors that have a critical impact on your Google ad campaign's success is the ad copy.


Your copy not just affects your ad's quality score but also governs the click-through rate of your campaign.


Here are the 4 tips to write an excellent Google ad copy.


So, without further ado.


Let's get started.


1. Use Keywords in Your Ad Copy

Keywords not just help you target the right queries when designing your ad campaigns but also enable you to grab the attention of your audience.



Using keywords in your copy is also recommended by Google's quality guidelines as they help optimize your ad's quality score.


But, it's highly recommended that you only use the keywords that fit the narrative and in moderation. A poorly optimized copy with no keywords is far better than the one with keyword stuffing issues.


The keywords you use in your ad copy should complement the message and help promote your products or services to the right target audience.


For this, you should first explore and identify the right keywords that are in line with the queries and intent of the users.


The placement of keywords in your copy is also important. But, the implication of this may vary as per the use cases. So, you may have to test out ad variations with different keyword placements to see what works for you.


2. Consider User Intent

When creating a Google ad copy, it's important that you consider the intent of your target audience.


Google ads are different compared to other online paid advertising forms. Your ads are displayed against queries typed by users that seek certain solutions through the search engine.


Since the users are already showing some sort of intent to buy, it's best that you curate an ad copy that facilitates their purchase decision. The best way to do this is to add a call to action in your ad copy.


It's reported that users who click on PPC ads are 50% more likely to make a purchase compared to the organic traffic. Leveraging a call to action that's in line with the intent of your target audience, you can increase your campaign's click-through rate and capture quality leads with ease.


A call to action in your ad copy facilitates user experience by clarifying what follows once a user clicks on your ad. This helps you weed out people with poor buying intent and improve your campaign performance by optimizing the cost per click.


Even if you're running ad campaigns to boost your brand's reach, you should always add a call to action in your copy.


However, your call to action for awareness-related campaigns (e.g. Learn More) may vary compared to the call to action (e.g. Buy Now) in an ad copy that targets users with a purchase intention.


3. Be Specific

The closest your ad copy is to the queries of your audience, the better chances are for your ad to attract relevant traffic.


People who click on ads often use specific queries to explore preferred solutions online. So, to optimize the performance of your ad campaign, your copy needs to be to the point and straightforward to get more clicks.


An ad copy that broadly targets search queries may lead you to attract junk traffic which ends up affecting your campaign's conversion rate.


Your audience communicates with you via their search queries and 50% of them are comprised of 4 words or more. These queries serve as a representation of users' preferences and are used by your audience to seek desired solutions.


So, it's wise that you pay close attention to what the users have to say and curate a tailored ad copy that helps you promote your products or services as best-suited solutions.


4. Be Creative

A common mistake most businesses make is creating an ad copy that's similar to the competitors. This is the reason why we often come across mainstream and bland marketing messages from brands in a respective industry.


This is a flawed approach. Just because an ad copy of your competitor performed, doesn't mean yours will too. So, it's best for you to be creative and stand out from the crowd.


Your copy is a message that you deliver to your audience. It's a pitch to promote your products or services and plays a key role in determining your campaign's conversions.


You can highlight product features, promote your value proposition, leverage social proof, take a solution-focused approach, or capitalize on scarcity. There are multiple ways to showcase your brand, all you have to do is explore what works for you.


It’s a Wrap

There you have it. The 4 tips for writing an excellent Google ad copy. Getting your Google ads to perform is easier said than done. It's reported that only 3.4% of users click on Google's paid listings.


But, there are a number of ways you can improve the performance of your ad campaign, and optimizing your ad copy is an important one of them. So, try out the recommendations and see if they work out for you.