PPC is a fantastic technique to bring in targeted visitors to your website, but it won’t work if no one clicks on your advertisements. Even worse, a low click-through rate might raise your ad expenditures by lowering your Quality Score.
Because of this, creating outstanding ad copy is the most crucial paid search task you can undertake.
The components of a Google text advertisement
These are the elements of a Google text advertisement:
- URL: Also referred to as the destination, this is the page users will arrive at after clicking your advertisement.
- Display path: This is the text that follows the slash in the URL. Because it doesn’t have to be the URL of the page, it is termed “display.” It is what is presented as a component of the advertisement and is employed to give the user more information about the location of the link.
- Headline: The large blue text that displays below the URL is the headline. This is the most noticeable section of your advertisement and is most likely the only thing users read. Each headline in an advertisement can be up to 30 characters long.
- Description: The body text that follows the headline and offers further information is called the description. These have a 90 character maximum.
- Assets: Previously known as extensions, these are supplementary components you can add to your advertisement to make it more appealing. There are sitelinks, contact details, pictures, offers, and more. Keep in mind that not every impression will result in them appearing.
How to Write Headlines for Google Ads
You need to input headlines that could all work in combinations. These are the best practices for responsive search ad copy.
- Use several headlines. Use more than the bare minimum. Use eight to ten of the fifteen headlines, and at least three of the four available descriptions.
- Make sure your headlines are unique. Google won’t display similar versions.
- Avoid using keywords in each headline. At least three of your headlines ought to be feature, benefit, or CTA-focused rather than keyword-focused.
- Avoid over-pinning. It can be alluring to lock down some or even all of the headlines but doing so prevents Google from experimenting with other pairings and optimising performance.
- Change up headline lengths. Not every headline needs to be 30 characters long. As a result, Google will be able to display certain ads with two headlines and others with three.
How to Create Outstanding PPC Ad Copy
Some headlines should emphasise features and/or benefits rather than the keyword you’re aiming for. Any type of marketing copy must include features and benefits, but all too frequently we forget to include the most crucial element: emotion.
Use A Differentiator
You must recognise your unique qualities. This is the secret to a successful elevator pitch or situation where you have little room or time. This is easy when you are any of the following:
- The original
- The official
- The only
- The fastest
- The first
- The lowest-priced
- The top rated
But even if you’re not any of the aforementioned, you may still set your company apart from rivals by doing things like:
- Specific numbers (such as reviews and ratings).
- A specific recommendation.
- The phrase “not your typical” or “not your average.”
- The exhortation “This, not that.”
Make sure the copy in your advertisement stands out from all the others.
Keep an eye on the language your rivals use in their advertisements and adapt it for your own positioning.
Give your headlines a CTA.
Assuming that every searcher reads every ad in its full is foolish, but headlines are hard to ignore. Therefore, don’t bury your call to action in the description; instead, make it obvious in your headline. Your CTR will likely increase as a result.
The more clearly your prospects can picture themselves taking the desired action, the more probable it is that they will do so.
Use the Display Paths
The text that follows the URL for your ad is known as the display path. Two 15-character display pathways are available for your use. Although they are optional and may not appear, do not leave them empty.
Use display routes to highlight the following: keywords, brand terms, calls to action, and your USP.
Repeat and emphasise, but avoid being repetitious
Yes, you should utilise the space in your advertisement that is given to you, and yes, Quality Score benefits from relevance to the term. However, using the same words and phrases again and over won’t help you.
It should only need to appear once in your headline, display path, and/or description. Use the remaining area to include features, advantages, or associated keywords. The goal is to emphasise something without being repetitious.
Consider seasonal modifiers
Even if you provide your product or service year-round, consider utilising a seasonal headline in your advertisement. This may increase clicks by fostering a sense of novelty and urgency.
Use the magic words while overcoming obstacles.
Even though search intent to buy is high, customers are already pre-programmed with objections. Although the obstacles particular to your good or service, they typically fit into one of three categories:
- I don’t need it
- I can’t afford it
- It would be a pain
The following phrases can be used to counteract these criticisms.
- Free: No cost, low cost, save, affordable, discount, cheap, bargain.
- Easy: In minutes, days, or hours, fast, instantaneous, easy, simple, immediate, and rapid.
- Worthwhile Return on investment, widely used, revolutionary, you’ll never go back.
Use relationships to evoke emotion
Emotion is the most powerful ad copy tool at your disposal and both positive and negative emotions influence behaviours.
In the model you have six main items:
- The customer
- Your business
- Something they love
- Something they hate
- Their best friend
- Their worst enemy
You don’t need to go over the top with your emotional words and phrases, but you will want to evoke emotions, so they inspire action, but not provoke them so they distracted or appear as desperate or salesy.
Headline Categories for PPC
There are eight distinct headline categories (or even word categories for your descriptions), which include:
- Keyword-focused: The keyword is obviously necessary for relevancy and Quality Score in your ad.
- Benefits: What they stand to gain
- Features: How they gain the benefit
- Feelings/outcomes: Why they want the benefit
- Brand messaging: slogans, brand names, and value statements
- Differentiators: Social proof, competitive advantages, and other details
- Pricing terms: Prices, special offers, and savings
- CTAs: Calls to action—remember to be quite explicit with these