Tips For Writing Engaging Google Ads Copy

Running pay-per-click (PPC) advertising campaigns via Google ads can help your business obtain valuable leads that hopefully turn into much-needed conversions. PPC visitors are 50% more likely to convert than organic visitors. When you create engaging ad copy for your Google ads, you help your business attract the right audience that will take the right steps. 

In this blog, we’ll cover 5 tips and maybe a bonus one on how you can create engaging ad copy that actually converts. 

If you’re looking for an agency, to do your Google ads for you. Get in contact with us, book a call with our founder Matt, no sales jargon, just a friendly chat to see if we can help you get your business where you want it to be. Need convincing? Just take a look at our case studies!

Write multiple versions of your ad 

When you write your copy, your first version isn’t going to be your best. It’s an interactive process that requires you to analyse your copy and mix it up continually. To create the most effective PPC campaign you should create multiple variants, possibly coming from different angles or a different tone of voice. 

In your ad, you should emphasise the value of your product or services. Tell your audience why they need it and how it will help make their lives better, it’s all a value game. How will your product or service benefit them? 

When creating your Ads, you should experiment with different types of writing. This will help you figure out the best course of action. You can see what type your audience responds the best to, give these types a try:

1. What’s in it for me ad: One option is to focus on what’s in it for your audience. Your ad copy will focus on showing your audience the value of selecting your product or service. These types of ads are very “you” focused. 
2. Solving a problem ad: If someone has an issue, your ad content can focus on solving that particular issue. You can showcase information on how your product solves their issues. 
3. Creative ad: These ads are an opportunity for you to take a different approach to advertising to try to appeal to your audience uniquely. With this type of Ad, you can let those creative juices flow and just see if it works. 

Test your Ads

Testing your ads is one of the most crucial parts of PPC campaigns. If you want to create the most effective PPC campaign, you must test your ads to ensure that you’re putting out the best ad for your campaign. 

There are two types of testing you can do on your ads, firstly as mentioned above test the types of writing you’re going to use for your ad. 

Secondly, you’ll want to test different aspects of your ad. You can test individual elements in your ad, this is called A/B testing, where you only change one aspect of the ad and see if it yields better results. 

Types of things you can change include: 

• Headings 
• Subheadings 
• Body text
• Imagery 
• Call-to-action buttons 
• Colour Choices 

Include power words into your copy

When you write ad copy for your PPC ads, it isn’t enough to just write basic words. You don’t want to bore your audience with lacklustre copy. If you want to see a strong impact with your PPC ad, you’ll want to integrate power words that make your copy interesting and compelling. 

Power words are words that draw your audience in and get them engaged with your content. The biggest power word you can use is “you”. 

When you use “you” in your copy, it’s focussing on the audience. Your text is directed towards them and speaks to them about their needs. A title that says “Are you getting no website visitors?” is much more effective than saying “We’re experts at building websites.”

When you use “you” you speak directly to the audience, whereas if you use something like the second example it focuses more on business. It’s better to focus on your audience and their needs because it gets them more engaged. 

By using power words you’ll create more dynamic ad copy that gets the job done. 

Appeal to emotion

Emotions motivate people. When you appeal to emotions and people's pain points they’re much more likely to click on your ad and convert. Emotions like anger, fear, disgust and happiness are great motivators. 

Here are steps you can use to implement more emotion-provoking words in your copy. 

1. Think about your audience: When you’re trying to appeal to your audience, you must first think about who they are. Create a persona for the audience you’re trying to reach. Are they mothers, fathers, young adults? Think about who they are so you can more appeal to those types of people 
2. Think about your brand persona: Are you going for a comedic route or a hero route? When you think about the persona you’re taking on, you can create an ad that works best with that persona. 
3. Write with emotion: Once you have your persona, write with the emotion that embodies that persona, and remember the type of people you’re writing to as well. This will help you come up with the pain points and types of emotions you can use to get your audience to convert. 

Answer questions before they’re asked

The mark of a great marketer is anticipating how your audience will react. In this case, you’ll want to answer questions your audience is going to ask before they ask them.

How do you do this? Well if you’ve got your persona you can come up with possible questions and scenarios they might have. Go through your ad copy and question it, would they need more information on certain things? If so, answer it for them. Common questions that come up when writing copy include: 

• How much will it cost?
• What do I get for the price? 
• Is there a warranty/guarantee?
• How long does it take to receive the product/results?

When you answer questions before your audience has time to ask them, they’re more likely to convert because they’re well-informed. They don’t have those questions lingering inside their head creating doubt. 

Bonus tip: Use keyword-rich display URLs

Keyword display URL are important for helping your ad appear in front of the right people. Your URL should contain the top keywords for your ad. It will help your ad rank better for those keywords. 

URLs can be customised for your audience. The actual URl and the display URl can be different from one another. You can customise the display URL to better suit your PPC campaign. 

Creating a customised URL will integrate your top keywords to help your PPC ad appear in relevant search results and reach more leads. 

Well, this is where our blog ends. Hopefully, you can take some of these tips and implement them into your future campaigns. If you’re looking for an agency in West Sussex to do all of this for you, contact us. Book a call with our founder Matt and let’s see if we can take you where your business needs to be. No sales jargon just a friendly chat, see you next time!