The key goal that stands before today's marketers is to influence the right audience and reach them accurately. With digital marketing and Pay Per Click Advertising growing quickly and moving incredibly fast, the best Ad copywriting remains the biggest challenge.
However, for all the technical revolutions and latest feature development that we see regularly, one component stands fatefully important irrespective of fluctuations in the platforms, tools, and technology.
That component is writing an effective text ad copy.
Text-based Google Ads are an amazing way to successfully reach targeted audiences. It allows advertisers to propose solutions to potential buyers and maintain their existence online.
Running Pay Per Click (PPC) advertisements can either be lucrative and make your campaign successful or a waste of time and break your campaign. What creates the difference? A Sample of it has to do with the ad text you create.
Creating high-converting descriptive text copy for PPC ads is more complicated than it might appear at first. Platforms like Google Ads provide you with a limited word count to attract a searcher's eye, grow their curiosity in your offer, and tempt them to click.
Tactlessly, there's no winning formula for creating the perfect Pay Per Click ad text, and if there were, everyone would be utilizing it. But there are many best practices for writing an effective text ad copy you can follow to attract your potential audience.
Your potential sale is around the corner and just one click away, whether you're creating headlines for PPC ads or text copy that's intended to result in increased organic traffic and social media shares.
Well, if your content or ad copy is not result-driven, it cannot be called high-quality, engaging content. And if your headline is not engaging and is tedious, users won't click. So, what are the best practices for writing an effective text ad copy?
7 Tips to Write a Creative Ad
If you are already using targeted keywords in your Ad copywriting and following all the policy guidelines inducted by Google and still not getting clicks or your desired results, here are some tips for you to tweak things up a bit.
1. Know What Your Target Market Wants
The major conflict in writing good ad copy is that plenty of copywriters approaches ad-writing by speaking about themselves. But this is not what you are supposed to do. In fact, you should do the exact opposite.
Customers look for you because they are more interested to know what your business provides for them, not what your business does or its origin story.
Hence, the ideal way to attract your potential customers and make them click is to show them that you understand their difficulties and can provide solutions to their problems. Therefore, the ideal way to write a copy is to put yourself in your ideal customer's situation and then visualize how you'd search for a solution.
Now, create your ad copy as a reply to that imaginary user's requirements and search behaviors.
2. Address Your Audience
Addressing your potential customers makes them feel important and can be helpful. It is why you need to speak to them using the words "You" and "Your" in the ads. It gives the impression that your business is personable, and you want to form a welcoming and cooperative connection with customers right off the bat.
3. Use Sensitive Triggers to Your Benefit
Nobody has time for a boring text ad. You can evade the fate of uninteresting ads by choice of your words. Try to make your customers feel something. Once you recognize what your target audience is looking for, getting your customers involved becomes a piece of cake. You need to use both positive and negative emotions to leverage your audience's anxiety and relief.
4. Use All Your Space
Three 30-character headlines and two 90-character descriptions are the only space given by Google for you to utilize. Therefore, you need to make the most of your ad's influence and put all the information you can into this space.
In case you fall short of a few words or characters, you can come up with a piece of pricing information or an extra detail about your product or service. You also need to input display URLs and ad extensions.
5. Highlight What Makes You Stand Out
What distinguishes you from your counterparts? What is your business doing which is different from your competitors? Is there anything exceptional about your brand?
Well, you may not have many characters to pitch your unique selling proposition (USP) to your customers, but your customers may want to know the answers to these questions to decide if they want to buy from you or not. Therefore, you need to make sure that you create your PPC ad more fascinating and sets you apart from your counterparts.
6. Examine Your PPC Ads Frequently
Consistent testing is one of the best ways to make actual enhancements in your ads. The more information you gather, the better you'll be able to regulate your approach. Here are some ideas for split tests that you can try:
- Place your call to action (CTA) in multiple locations and compare the CTA's
- Test your PPC ads with various numbers & statistics
- Input multiple display URLs and extensions
- Highlight various advantages and benefits of your product and services and compare them with your competitors
7. Make Mobile-Friendly Ads
Over three-fourth of all the searches happen on mobile devices. Therefore, it is important your ads can seek the attention of searchers across phones and tablets. Google's latest text ads don't have any specific device preference and thus allow you to display the same ad texts across multiple devices.
Therefore, it is crucial to enhance your call to action to display appropriately, irrespective of your audiences' devices.
Best Practices for Writing an Effective Text Ad Copy
To produce a descriptive, high-converting, and engaging text ad copy can prove to be quite challenging. Let's look at some of the best practices for writing an effective text ad copy that can help you reach your ad writing goals:
1. Mirror the User's Objective
Searchers don't click on an ad or visit the site because the ad looks cool or the colors in the ads are attractive. Instead, they click ads because they have a problem and they are looking to achieve something and resolve their query.
For this, the most efficient ad copywriting approach is to mirror the audience's objective in your text ad copy. Before you create your ads, reflect on the user and their goal and then phrase your ads in a way that straightaway pleases their wish. Assist the users to visualize that your business can solve their problems.
2. Embrace Numbers & Statistics in Your Headlines
Marketers will do nearly everything possible to get the clicks on their ads, but all they should really look to do is make your life simpler, and get to the point.
The best way to do this is to embrace numbers in the ads, especially in the headlines. Though this can be a bizarrely efficient way to create your ads, it should be used prudently.
3. Embrace Sensitive Triggers in Your Ads
Nothing spurs users into action like an influential sensitive psychological response. This is what makes text ads really effective. When users read something, they must experience a strong emotional response to it, before they click through. This practice is considered to be the best and most influential when writing Pay Per Click text ad copy.
4. Create Keyword-Rich Display URLs
Many marketers oversee the possible influence that a display URL can create on the accomplishment of their ads. Unfortunately, many of the advertisers don't realize that the display URL and the destination URL are actually different than causing the users to bounce.
The display shall either be something more fascinating to the copy of your ads, or it shall comprise of the top keywords. Ideally, your destination URL shall also contain the keywords you're bidding on, in case they don't, you will still appear in the search results.
5. Focus on the Benefits
Users don't care about why your company is apparently tremendous. They only care about how your business can solve their problems. Therefore, you need to make sure that the headlines and descriptions both shall include the benefits and advantages that your business provides that users can better connect with and click on the ads.
6. Prioritize Your Best Copy
Less than a year ago, Google made conveying messages to users easy by adding another headline (maximum 30 characters) and description line (maximum 90 characters), responding to the development in the devices that consumers are upgrading to.
According to Google, the new advancements drive 15% more clicks for advertisers. When creating your PPC text ads, it is better to utilize the best text in the first headline and description line and the second-best text in the second headline.
Making high-converting and rich PPC ads is time-consuming and require practice. However, by following the above-mentioned tips, you can create quality PPC ads that can result in better click-through rates and eventually could bring in more sales.
How Do You Write an Effective Search Ad?
On average, Google witnesses 2.5 million searches each second. Users see ads on every Search Engine Results Page (SERP) that appear when they search for a product or service.
Search ads are effective when it comes to targeting those audience members who have already revealed the intention to purchase your product or service. With effective ads, you can target dynamic searchers and consumers by creating a good ad copy that expresses their intent. Though there is no definite, typical approach to creating search ads copy, some best practices can be developed that can guide users generally. Here are the best tips for writing a stellar Google Ads copy:
- Use keywords & keyword placement strategically
- Make concise copies specific to the target audience
- Include multiple Call to Actions (CTAs)
- Create messaging that reflects your products and the services your business offers
- Set up your ads for success
- Optimize and enhance creative messages
The Do's & Don'ts of Writing a Good Ad Copy
Although Google provides sufficient supportive data for various aspects of PPC ad campaigns, what Google tends to leave us hanging on is an effective ad copy. Finding the perfect blend of keywords and headings can be tough. However, when you hope to spend a heavy amount of your budget on paid campaigns, you would want your ad copy to be powerful enough to generate traffic and bring in sales.
Let's look at dos and don'ts of writing an effective ad copy:
Do's of Writing an Effective Ad Copy
- Focus on the benefits of your products or services and not on features
- Create keyword-rich display URLs & destination URLs
- Include emotional triggers to target your potential audience
Don'ts of Writing an Effective Ad Copy
- Neglecting ad extension
- Keyword stuffing
- Focusing on the wrong problem
- Give away all the spoilers
Which Is the Best Practice for Writing an Effective Text Ad?
While there may be plenty of best practices for writing an effective text ad, some might be less effective, and the rest can truly change the game.
Some experts state that using all capital letters in a headline can help get better results and is the most effective way to write an effective text ad. However, other research shows that wrapping the headline's text into two lines or ending the headline with an exclamation point can get better results.
But the correct answer to this question is to write several ads, see which one performs the best, and capitalize the first letter of each word in the headline.
According to Google, the first thing your target audience does is to read your headline text to see if that matches the search they are looking to conduct. Hence, you need to consider including phrases and words that people may enter while they search for a product or a service.
Your Pay Per Click ad text consists of three 30-character promotional headlines that can help you promote your brand. All three headlines are separated by a separator and may show differently based on your potential audience's device.
You can also include other information about your products or services, like the location you are operating from, the phone number that a user can contact you on, or add links to your website by adding extensions to your text ads.
To test if the suggested practice is best for writing an effective text ad copy or not, you can run an A/B test that can directly compare a variation against a recent experience. It lets you inquire about intensive queries about variations in your website or application and then gather data about the impact of that modification.
A/B testing is a technique that compares two variations of a web page or application against each other to determine which one executes better. Two or more alternatives to a page or application are revealed to users at random. Then, a numerical examination process determines which variation performs better for a given conversion goal.
How Can WSH Help You Write Effective Text Ad Copies for Better ROI
As discussed earlier, to create an effective PPC ad, you need to have the right knowledge and experience to avoid any loopholes. Generating results from PPC ad campaigns requires patience and practice. There's a lot of room for errors when you do things that you don't really understand. Hence, it is always better to outsource for your paid search campaigns.
At Writing Services Hub, you can get your add-related concerns addressed by a team of professional and skilled experts in the field of Search Engine Marketing. In addition, WSH houses experts in paid advertising on all social media platforms, including but not limited to Google, Bing, Facebook, and others.
To find out more about creating the best Google text ads and writing an effective text ad copy for your products and services, get in touch with our experienced and responsive digital marketing team today! They can perform a variety of tasks from writing effective ad copies to social media copywriting, changing bids to updating negative keywords, writing services to data-driven ad strategy, and more.