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Paul Medina

August 8, 2022


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How to Write Google Ads Copy That Gets Results: 4 Tips and Examples

You don’t have to look far to find great statistics about the effectiveness of Google Ads and other forms of PPC marketing. For example, did you know that these types of paid ads have a 200% ROI? Furthermore, they generate twice the views that organic SEO does.

We could go on and on but the point is that Google Ads work. However, they only work if you know how to write great Google Ads copy. While this includes learning how to write short, straight-to-the-point copy and call-to-actions, there’s a lot more to it than just that.

Are you looking to drive conversions with Google Ads? In this article, we’ll share tips on how to write effective Google Ads copy that will help you achieve your goals. 

What Are Google Ad Specifications?

Google Ad specifications refer to the standards that all ads must meet in order to be approved and run on the Google ad network.

These standards cover everything from the size and format of the ad, to the content that can be included. 

Google Ad specifications are constantly being updated, so it’s important for advertisers to stay up-to-date on the latest requirements. Here’s what to know so that you can create ads that will get approved!

Length of Google Ads Headlines

The headlines of your Google Ads are important for catching the attention of your potential customers. You want your headlines to be clear and concise, while also being interesting enough to make people want to click on your ad. 

However, you may be wondering how long your headlines should be. The short answer is that your headlines can be up to 30 characters long. However, you should aim for shorter headlines if possible, as they are more likely to be read in full than longer ones. 

Keep in mind that people will only see the first two or three words of your headline when they are scrolling through a web page, so make sure that these words are catchy and likely to grab attention.

Finally, remember that you can always experiment with different headline lengths to see what works best for your business. A/B testing is an important component of any digital marketing strategy.

Length of Google Ads Descriptions

The length of Google Ads descriptions is 90 characters. This gives you enough room to include your main keyword, a call to action, and additional information about your product or services.

You should focus on making your descriptions concise and to the point. In addition, you should also make sure that your descriptions are relevant to the keywords that you are targeting.

Irrelevant descriptions will not only be less effective, but they can also result in lower click-through rates.

Understanding the PAS Framework

Now that you know how long your ads can be, it’s time to think about how to write Google Ads copy that converts. For this, you’ll want to understand PAS.

PAS is an acronym that stands for “problem, agitation, and solution.” It’s a copywriting framework that helps businesses articulate the problems their products or services solve in a way that resonates with potential customers. 

This copywriting technique begins by clearly articulating the problem your product or service solves. This is important because it allows you to tap into your potential customer’s pain points and show them that you understand their struggles. 

Once you’ve articulated the problem, you can then agitate it by amplifying the effects of the problem and highlighting how it impacts your potential customer’s life. 

Finally, you’ll provide a solution (which would be your product or service) that will help to ease the pain points you’ve uncovered and address the problem head-on. 

Utilizing the PAS framework is a great way to craft persuasive and effective marketing copy that will resonate with your target audience and drive conversions. However, it’s especially helpful when writing compelling Google Ads copy.

4 Tips for Writing Great Google Ads Copy

Aside from using PAS when writing Google ads copy, what else can you do to ensure your ads convert?

Here are some tips for writing great Google Ads copy that will help get you started. 

Hook Them With a Promise

When crafting effective Google Ads copy, hook your reader with a promise.

Your ad should make a clear and specific promise of what the reader will get by clicking on it. This could be a discount, a free shipping offer, or something else that will entice them to click. 

Once you have their attention, you need to deliver on that promise with a well-written and relevant ad. In addition, your ad should be clear and concise, with a strong call to action.

For example, if you’re creating ads for a public speaking course, a great Google Ads hook might look like “7 secrets of public speaking…” Who doesn’t want free secrets?

Tell Them How You’ll Solve Their Problem

When writing your Google Ads, it’s important to focus on the benefit to the customer. What problem are you solving for them? How will they be better off after using your product or service? 

Tell them explicitly how you’ll solve their problem and they’ll be more likely to click on your ad. Keep your language simple and straightforward so that anyone can understand what you’re offering. 

Using the example above, this might look like a “free guide about how to overcome public speaking anxiety.” 

Try the Scarcity Angle

Any good copywriter knows that one of the most effective ways to get someone’s attention is by creating a sense of urgency or scarcity.

This is because humans are hardwired to respond to threats of loss, and so when we see something that’s in limited supply, we’re more likely to take action. 

You can use this same principle when writing your Google Ads by incorporating phrases like “limited time only” or “while supplies last.” Doing so will help to grab attention and increase click-through rates.

Just make sure that your landing pages feature the same language so as not to confuse your users. Whatever angle you go with for your ad needs to be present on the landing page, too!

Think About Keyword Intent

When creating your ad copy, it’s important to think about the intent behind the keywords that you’re targeting. If you’re targeting a keyword like “cheap TVs,” for example, you’ll want to focus on creating an ad that convinces the searcher to buy from you because you offer the best prices. 

On the other hand, if you’re targeting a keyword like “smart TV reviews,” your ad should focus on convincing the searcher that you offer the most comprehensive and trustworthy reviews.

By understanding the intent behind your keywords, you can create ads that are more likely to resonate with your target audience.

Focus on Clarity When Creating Google Ads

By now, you’ve hopefully tried your hand at some Google Ads copy. Great! What’s left? Look them over and ensure you’re focusing on creating clear, concise ads.

It should be easy for potential customers to understand what you are offering. To do this, you will need to use keyword research to find the right keywords to target.

You should also make sure that your ad is relevant to your products or services. Aside from that, simply follow the tips mentioned above.

Create a short, attention-grabbing headline that includes the main benefit of your offer. In the body of your ad, focus on what makes your product or service unique and why it’s the best choice for the customer.

Finally, include a call-to-action that urges the reader to take the next step. Not sure how to write a great call-to-action? Keep scrolling.

Optimize Your CTA

Your CTA is what tells your potential customers what you want them to do next, whether it’s visiting your website, signing up for your newsletter, or making a purchase. 

Without a strong CTA, your Google Ads campaign is likely to fall flat. So how can you make sure your CTA is effective?

First of all, keep it simple. Your CTA should be easy to understand and free of jargon.

Then, make it specific. Be clear about what you want your customers to do. “Click here” or “learn more” are not effective CTAs. “Download our free guide” or “schedule your strategy call” are better examples of specific CTAs.

Where it makes sense, it can help to also create a sense of urgency. Don’t give your customers too much time to think about whether or not they want to take action. If you want them to act now, make sure your CTA reflects that.

And finally, test your CTAs! Don’t be afraid to experiment with different CTAs to see what works best for your business. Try different versions of your CTA and see which one gets the most clicks. 

Schedule a Google Ads Consultation

Now that you understand the importance of using Google Ads to reach your target audience, it’s time to take the next step and schedule a consultation with our team of Google Ads experts. 

We can help you create a campaign that reaches your customers without you having to spend hours of your precious time crafting Google Ads copy.

Don’t wait any longer. Contact us today for your free strategy call.

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