Posted on Apr 23, 2021

Why are compelling Google Ads Copy so important to your marketing strategy?

Online advertising is a multi-billion-pound industry, and the competition is fierce. With Google’s algorithm constantly updating and changing to enhance the user experience, there has never been a more crucial time to adopt a strategy for writing compelling Google Ads copy.


To get ahead with your Google Ads copy strategy, you must create copy that is engaging, compelling and ultimately convinces a user to perform your desired action. This process requires both thought and observation to determine the best approach for your business.


With 81% of Google’s total revenue coming from Google’s advertising business, businesses looking to excel online should consider the benefits of utilising this online advertising platform and particularly, develop their Google Ads copy.


It’s all about converting paid traffic

There is a certain type of traffic that you will be looking for to benefit your business. You require traffic that provides an intent to purchase or return users. However, there are also other forms of traffic that are considered unhelpful, such as users that do not fall into your chosen target audience. Therefore, when we talk about good traffic, we are referring to conversions. Good traffic comes in the form of impressions and clicks on your ads that can be converted to sales, and you want to ensure that you are making the most of your Google Ads platform to help you achieve the results you need.



Paid Traffic Conversion

How to write compelling ad copy in Google Ads

Google is always moving forward with new innovations, and you may have noticed the recent changes that enable you to expand your text with up to 90 characters for each ad description. This will accommodate additional space to showcase your products and services and we strongly advise you to take full advantage of this facility.


In addition to this, Google AdWords simply became known as Google Ads, and the expanded text ads became the new default norm, allowing for an option to add a second description to highlight your products and even add a third headline.


What does a Google ad look like?

Your Google ad consists of three familiar sections:


The Headline – Every business should have a compelling headline to promote their products or services.


Display URL – Usually displayed in green text the display URL is nothing more than your website address. By showing this fundamental aspect, users will know exactly where they will be taken and what to expect at the end of their journey.


Description – An opportunity to describe what your business does. List what you sell, to whom, and expose all offers, benefits and bargains.


Advert Example Swim Revolution


Let’s begin with the headline

The headline is the first thing people are going to notice when they first enter their specific keywords.


To create a strong Google ad headline, you want to appear incandescent in the eyes of your audience. Use powerful and engaging language to entice your target audience into clicking the ad.


You may already have keywords for your headlines that create a winning formula for your business but keep utilising a variation of keywords and take the liberty of the three headlines, up to 30 character each, to write something new and compelling about what your business has to offer.


Make it abundantly clear what you are selling. Ambiguous headlines may provide a catalogue of sightseers, but the confusion may fail to lead to anything productive.


Also, when using two headlines, ensure that you place all the emphasis on the first headline as this is still the most important of the two, and may appear on different lines.


Convert traffic emotionally

Using emotional language in your Google Ads copy can help you to connect with your target audience on a more personal level. Therefore, you should not be afraid to use words with an emotional angle in your marketing content.


Use your headline to ask a direct question and incorporate words that help to influence a decision and inspire the reader. Headlines such as ‘Could This Aromatherapy Treatment Work for You?’, ‘Could This Software Save You Money?’  or ‘Is this Omega-3 supplement a happy alternative?’ all carry emotional triggers to some degree and hold a question aloft to be answered.


Using Emotion in Adverts


In addition to asking a question, you can also provide a definitive line which concludes the initial search. For instance, someone may have asked the question with regards to the best alterative eco-friendly heating system within their search. If you have already used a clarifying line within your ad, this will provide the consumer with the solution. Use words such as ‘The Answer to Eco-Friendly Heating’ or ‘For all your Energy-Efficient Needs’.


You may have spent time considering your market and, in doing so, have created a demographic for your target audience. Use this knowledge to purvey a solution to a problem that they make be seeking and always use empathic words to show that you can both relate to, and understand, the problems that are confronting your audience. Always try to consider words that you know your audience will use to search for your products and incorporate locations if applicable to your intended audience.


The price is uniquely right

If your product or service is a particular bargain, include your price on the first line. Tell the reader why you are unique and emphasise any giveaways with exclamation marks – for example – “Quality Waterproof Walking Boots from £50”


Incorporate humour, if appropriate

It’s not always appropriate to use humour in headlines but, again, it’s an emotional trigger and it will help you to stand out in an otherwise sterile, mundane environment of adverts that all look very similar.


If your business operates in the entertainment industry, or you’re looking to appeal to a younger target audience, this form of language may be beneficial to establish your brand’s unique identity.


The Google ad description

The description section provides you with an opportunity to communicate your offering to your customers. When creating copy for the description, you want to be specific about your product and services.


You should also take advantage of the recently expanded character count limit, allowing you to incorporate more keywords.


You can also utilise this area for your calls to action (CTA).


With digital marketing quickly becoming the most popular way to sell, calls to actions are an essential part of your ad copy. As mentioned in a previous blog, a CTA tells the reader what you want them to do next. If you don’t provide an instruction that guides the reader through the process of buying, there is a chance they may get confused and take their business to one of your competitors instead. We recommend incorporating offers and discounts to entice potential customers to ‘Call Now’, ‘Book to Get This Superb Offer’ or ‘Save 50% here’


Put your customers’ needs first

Often, when trying to sell your products or services online, it can be easy to speak more about yourself than what you are trying to sell. However, the customer doesn’t necessarily care about the individual or the business selling the products. Their primary concern is satisfying a need – whether that is a problem or a desire. Put your customer’s needs first and focus on speaking to your audience directly to address those requirements.


‘Your’ is heavily regarded as a high-performing non-branded word.


Have powerful words at your disposal that speak to your audience about its problems. For Google Ads copy guidelines, words such as ‘Your’, Help’, ‘Save’, ‘Protect’, ‘Now!’, ‘Best’ and ‘Free’ immediately resonate with the consumer and capture the attention of shoppers.


Keep it simple

While you are already an expert in your business and its offering, your potential clients may not have this level of understanding. Keep industry jargon and the vernacular to a minimum unless you are specifically targeting a recondite audience.


Copy Simple


When browsing online, users prefer to digest things quickly and not have to think too much, and so use specific numbers on your descriptions to help substantiate your copy and accentuate reliability. If your descriptions are easier to understand, it is more accessible and, ultimately, more clickable.


Advanced Google Ads copy guidelines

For those looking to unlock the additional benefits of Google Ads, at no extra cost, you can take advantage of responsive search ads.


Now that you are aware of the extended features of your Google Ads account, you can improve your ad performance by closely matching your company with the queries of your potential customers.


Responsive search ads assemble the compelling ad copy that a user sees and brings it closer together with the copy elements that the advertiser specifies.


More is better – Responsive Search Ads

We touched upon how the Google Ads now accommodates more characters, but the real improvements can be seen by applying more headlines and descriptions.


Google Ads assembles the text into multiple ad combinations, allowing you to provide up to 15 of your headlines and 4 descriptions for one, solitary responsive search ad. Also, in any given ad, 3 of those headlines and 2 descriptions will be selected by Google’s learning machine to show in various combinations. Google’s learning machine doesn’t stop there – it tests for the best outcomes and determines which combinations work best for your business.


In case you were wondering what a good example of a Google ads looks like, the image below is a particularly strong example:


Advert Example Sportitude


Why does it convert?

The main headline is simple and easy to recognise with the word ‘Free’ and a specific price indicator. The description is confident and displays details and benefits that you would expect from a trustworthy company and it accommodates a good call to action.


Are you looking to optimise your Google Ad copy?

Creating compelling Google Ad copy comes with a lot of practice. If you’re looking to make the most of your Google Ads, please get in touch with us to discuss our PPC management services. With our 20+ years of experience working with a wide range of businesses, we can work closely with you to expand your growth and accomplish your goals.


In addition to this, we also offer PPC training courses to boost your knowledge of all things PPC, including Google Ads copy.


Interested in seeing our Diginius Insight software in action?

To request an online demo, please give us a call on +44 (0) 207 267 9322. Or use the form below and a member of our customer growth team will get in touch.