How to Create Compelling Google Ad Copy That Converts
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A compelling Google ad copy is one of the most crucial aspects of a successful ad campaign. Conveying the right message can drive engagement and conversions. Since businesses spend a hefty budget on Google Ads, it is necessary to ensure that your ad copy delivers the right information.
At Belsons Digital, we understand the complexities attached to writing ads that collect attention and compel and encourage the audience to take due action. Stay with us in the blog to explore the key strategies and practices that help you create compelling Google Ad copies that convert.
Understand The Basics
Before jumping on to strategies, you must understand the importance of a compelling Google ad copy. They are essential for:
- Capturing attention.
- Engage with potential customers.
- Driving conversions.
- Widening the reach to targeted audiences.
- Improved click-through rates (CTRs).
- Enhancing Quality Scores.
- Reduced Costs.
- Maximising returns on investment (ROI).
Know Your Target Audience
A powerful and successful ad campaign is based on understanding your audiences’ needs. You must understand their needs, demands, and their pain points. It allows them to target their pain points and convey the message that they want to see. According to Google’s internal data analytics, an ad copy that addresses the audience’s specific needs has a higher chance of conversion than a generic message.
You may conduct market research or use Google Analytics to refine your approach. Classify your audiences based on demographics, behaviours, and interests to craft a more personalised and relevant message.
Make Use Of Numbers, Discounts, And Other Lucrative Offers
Your ad copy becomes more attractive and lucrative with the use of phrases that have numbers in them. For instance, phrases like “Save 30% today” or “Only for AED20” can grab the audience’s attention instantly rather than “Sale” or “Savings Offer”.
A study report by Search Engine Land suggested that Google Ads with numbers have 15% higher click rates than those who have not used numbers. It is beneficial because it instantly grabs the attention of users.
Use Of Relevant And Dynamic Keywords
A compelling Google Ad copy features a special element known as Dynamic Keyword Insertion(DKI). It helps match the ad copy to user-relevant keyword searches. DKIs can increase relevance and improve quality scores, reducing cost-per-click (CPC) if used effectively.
However, it must be remembered that DKIs must be used carefully because poorly selected keywords can create ad copies that are irrelevant and misleading. Ensure your chosen keywords are appropriate while aligning with your brand’s message.
Use Language That Encourages Action
As Google Ads offers limited space, it is necessary to use compelling words like “Get, Save, or Learn”. It makes the ad more action-oriented while urging the users to take action immediately. See the difference between:
“We offer highly skilled services” and “Transform your place with expert advice”. Although the message is conveyed in the first sentence, the second sentence creates a sense of urgency while signalling the user to take action.
Be Ready To Experiment
The most effective technique is to try different versions of headlines, CTAs, and descriptive texts. It helps you analyse the difference in response towards each ad copy. Google’s A/B testing capabilities allow it to test different ad copies while analysing real-time user responses.
Best Practices Effective For Different Industries
While certain guidelines are to be followed for creating a compelling Google ad copy, trying different approaches with different industries is also recommended. For instance:
- For the E-commerce industry, try focusing on promotional languages.
- For the B2B sector, emphasise expertise and professional benefits.
- For service-based industry, focus on professionalism and customer satisfaction while highlighting expertise.
- Try including location-specific information and Unique Selling Points (USPs) for local businesses.
FAQs
How long should an ad copy last?
Google ads have defined character limits of 30 characters for headlines and 90 for descriptive texts. Use clear, concise language to convey the message while focusing on delivering the core message.
Can I use emojis in my Google Ads copy?
Typically, emojis are not allowed in Google ads. But you may use them in your display ads or social media campaigns.
Conclusion
A strategic approach is required to craft a compelling Google ad copy. Follow our suggested guidelines and review the metrics regularly to run a successful campaign. In addition, the ad campaign is a continuous process of refinement and improvement. It would not only give beneficial results but would also help you make your brand more successful.