How To Write Better Google Ads Copy
Google Ads is a great form of marketing; however, it takes a fair amount of skill to get the most bang for your buck. You have extremely limited space to get your message across and there are certain things that you can’t say – like “click here”. It can take a lot of time and testing to get it just right – but it’s worth the effort.
Let’s take a look at how you can improve your Google Ads copy step-by-step:
1. Understand What Goes Where
A text advert on Google Ads is made up of three parts: the heading, the display URL and the description. Recent changes to the setup of Ads mean you can include up to three headings and two descriptions now.
The headline text comes up in blue at the top and is larger than the rest. This is where you will make the most impact on the reader. Next, the URL will appear just below that in green – this is incredibly important because it shows the reader that you are taking them to a legitimate website. Finally, the description is the long text that comes in at the bottom of the advert. This is where you expand on your headline.
2. Be Aware Of Character Count
As we’ve already mentioned, you are seriously limited as to how much information you can put into your advert – even with the new additions given by Google. Your limit is based on character count, including spaces. When writing your copy, you need to keep a close eye on that count and ensure you are getting the most important information first.
Character counts for each section are as follows:
· Headlines – 30 characters each
· Descriptions – 90 characters each
Remember, you don’t have to use all of the characters allowed just because they’re available. It’s tempting to try and fit in as much information as possible. However, this isn’t always the most effective method to get your message across. Sometimes, less is more powerful.
3. Keep Your Copy Focused
When it comes to writing your adverts, it is essential that you think about who is going to be seeing them. It all comes down to the keywords that you’ve chosen. For example, if you are a car dealership and are trying to boost sales in the new car department, think about what people will be searching for:
· New car Los Angeles
· Car dealership Los Angeles
· Buy a new car Los Angeles
Those are just some of the search queries that relate to the business. If you are targeting those keywords, your headlines need to relate to them specifically:
Buy Your New Car Today | Best Deals in Los Angeles | Service Plan Included
That’s three headlines, each under 30 characters, that talk to the search query specifically and throw in some added value for the potential buyer.
From there, you can use your description space to highlight the best deals you currently have on one or two specific models. To add a sense of urgency, you can use your final description space to include a line about “while stocks last”.
It’s even better if you can create a sense of immediacy with your adverts and say that the deals are only valid for a specific time frame.
Adverts that include text to show that they are current are proven to increase the click through rate and the conversion rate on Google Ads. It’s far more effective than creating a generic advert that can run at any time of the year.