Tag: google-ads

Engaging Ad copy which which speaks too and informs the user is very effective. It helps you to stand out among all other boring ad copy.

There are a number of factors which can be used to improve your Google Ad copy, from alterations to the headlines, to the descriptions of the ads and providing as much information as possible to make your ads stand out. Find some best practice guidelines for creating strong Ad copy below.

Keyword focus

Your headlines do need to have a keyword focus to improve CTR as people literally see what they are searching for so are more likely to click it. Google also used keyword focus in their Ad Quality scores.

Brand mention

You should also aim to include a brand mention, don’t waste the opportunity to get the brand name in headlines to get the word our and let the world know who you are. They may recall the brand name if they search again.

Strong call to action

You need a strong call to action, to do this you need to think about what you want them to do and what benefit they will get if they do that. It is almost like giving your searcher a clear instruction, and it’s a chance to introduce a searcher to what you want them to do before they have even reached your website.

Then you have prepared them for the messaging they will see on the website, that repeatability is good for a user as it supports continuity and provides them with comfort and guides them towards completing the action you want by reinforcing it in a searchers mind.

Repeatability in copy can encourage people to remember and share your brand or copy. If they have a positive experience and can remember your copy, for example ‘who did that? George Did it, did it,’ then that is something that sticks to the brain (maybe not the best example think more Nike Just do it or McDonalds I’m lovin it’) they can easily remember that and say to others oh I got that from Nike or have you tried this at McDonalds.

This works great in all copy but why not extend it to ad copy too. Repeatability can convert users into your own salespeople. Find out more here.

Emotional triggers

If your messaging can provide that emotional trigger which matches up to why someone may be searching for your product or service, then they are more likely to click on your ad. You’re trying to introduce a feeling that they can’t not choose you, trying to talk to the searchers pain or need, what is the pain they are feeling and what is the solution that you can provide them which they now can’t ignore.

Your keyword focus is key for Google, but CTA, and emotional triggers are very important for what users like. You want to make sure that Google will like your ads, but you’re trying to appeal to your user, so include triggers and CTA’s that will help your users. Depending on your business you can experiment with varying levels.

Not only do you need emotionally engaging copy, with strong CTA’s and offers, but you also need the knowledge and understanding to test various Google Ads and the copy to come up with the best solution.