Copywriting Successful Google Ads

When you are writing ads for Google AdWords campaigns it is easy to get caught up in writing generic ads that briefly describe your product or service. By doing this you are just becoming another one in the crowd, allowing users to brush over your ads and disregard them.

When creating a successful ad for Google you need to be aware that there are up to 10 other ads that can be displayed on the page that are in direct competition with you. To help you create successful ads, here is a list of pointers that will help you differentiate your ads from your competitors:

• Headline Relevance – 5 times more people read the headline than any other element of your ad. You need to draw the user’s attention by being as relevant to the user’s search as possible. To do this, you should ensure that the keyword searched is in the headline.
• Headline Testing – It is important to split test multiple ads at the same time to allow you to identify what users prefer to click on. Trial things such as “Secrets”, “Cheap”, “Affordable”, “Quality” & “Buy Online”, or simply trial different wording to target people in different stages of the buying cycle. For example, “Buy Relaxation Music” (the user is ready to buy) or “Music For Relaxation” (the user is in the research stage as they have already identified their need).
• Compelling Call to Action – All users need to be direct to act now or they will simply turn to your competitor who is asking them to. Things such as “Book Online Today”, “2 Year Warranty & Free Shipping”, “Get a Free Quote Online Now”, should be utilised in all ads.
• Capitilisation – To draw the users attention to your ad it is important to capitalise the words in your ad. As a rule of thumb, capitalise the initial letter in all words apart from words like “and”, “to, “in”.
• Compare – Once you have made your ads, be sure to compare them to your competitors ads. Are you offering a better offer? Do you utilise the keywords in your ads? Is your call to action stronger? – You should be able to answer Y.E.S to all of these, and if not, go back to the drawing board. Note that being the cheapest is not necissary here, but communicating your point of difference is most important
• Experiment – Using the same concept mentioned in ‘headline testing’ –  you really need to test all elements of your ad. To do this you should be running multiple ads that have differing elements to identify what users prefer. Because remember, it is ALL about the searcher! We need to identify what they want to see, not what we want to see.

I can assure you that if you follow these simple steps and make sure you address them better than your competitors you will triumph in the Google AdWords game.

Happy ad writing!

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