What is the number one cause of your Google Ads headache: targeting, or Google Ads copy?
If you’re anything like the vast majority of business owners who use Google Ads, then you might have a problem fitting all your benefits into the copy section with that pesky character limit.
Writing Google Ads copy is like tweeting, but the stakes are higher.
So today, I’m going to show you how to write amazing Google Ads copy to reinforce your lead’s intent, entice them, and not only make them click through – but purchase your products or services.
Let’s take a look!
Why Is Google Ads Copy so Important?
On your end, it might look like Google Ads is simply sending leads your way. However, a lot of science goes into making sure that your ad is seen and acknowledged by your potential customers.
Firstly, you want to attract the “right” type of lead from the very first ad.
You don’t want time-wasters. You want people who are interested and motivated to buy your product. Amazing Google Ads copy makes sure time-wasters don’t click through and waste your budget.
This means you’ll need to ensure your ad matches the keywords your ideal audience uses, and adapts to the way they search.
Secondly, if your Google Ads copy is good, then you’ll get a higher Quality Score. This, in turn, will make every click cheaper for you. You’ll also rank higher than your competitors.
Finally, good copy manages expectations from the very moment your leads first see your ads. There’s nothing worse than seeing a great ad and then being taken to a landing page that’s chaotic or simply doesn’t deliver on the promise given in the ad.
If that happens, your lead will “bounce” (leave your page). You’ll have wasted their click, your money, and it will affect your Quality Score.
So if you’re ready, here’s how you can improve:
1) Understand and Acknowledge Intent in Your Google Ads Copy
Why do we use keywords in our campaigns?
To find people who are aware of a problem and want to solve it with the help of your product.
That means: intent.
Everyone who uses a particular search query or a keyword has a specific intent in mind – they want to achieve a goal.
1.1 Understand What People Want to Do with Your Product/Service and Let Your Google Ads Copy Reflect It
If someone’s searching for “Dry cleaning in London,” it’s quite clear what they need. But your ad has to explicitly tell them that they’ve come to the right place.
The ads currently ranking for this query reinforce intent with their headlines, and then offer benefits that searchers are looking for; from zero-contact collection to special offers.
To make your ad reflect searcher intent even better, you could:
- Pose a question in the headline – “Looking for dry cleaners in London?”
- Promise additional benefits – “Zero-contact dry cleaning”
- Use actionable phrasing – “Get clean clothes in less than 24 hours”
1.2 Leverage Keywords Strategically
Understand the short-tail and the long-tail keywords your prospects use.
For example, a small business owner may be searching for email marketing tools, but they could also be interested in specific offers, benefits, and other things that add value to your product.
After writing a great Google Ads headline, leverage long-tail keywords strategically through your description and extensions:
Why does Sendinblue rank #1? Because their ad speaks of specific value to small business owners; from templates, to simple set-up. A lead takes one look at this ad and they feel they are in good hands and won’t have to struggle to start their email marketing campaign.
The main prerequisite is understanding your customers and how they think.
What do they value?
What do they want to accomplish?
Once you know what your product brings to their proverbial table, it’ll be much easier to write amazing Google Ads copy.
1.3 Do Keywords Have a Place in Your Landing Page Copy?
Let me address this right away: yes, they do, especially if they reinforce intent.
Of course, you don’t have to copy/paste them. But you should certainly use copy that delivers on what you’ve promised in the Google Ad copy.
2) Personalise Your Google Ads Copy
There are different ways to go about personalising your Google Ads copy:
2.1 Dynamic Keyword Insertion
Dynamic keyword insertion is very popular with big advertisers. Instead of creating different ads for different needs and audiences, they simply use dynamic keyword insertion:
This comes with a big caveat if used improperly: your ad won’t address certain audiences with their unique intent in mind. Because your ad speaks to everyone, it might not speak to anyone in particular.
Personally, I wouldn’t recommend using dynamic keyword insertion.
It can falsely insert bad keywords into your advert heading. In the long term, this leads to low-quality clicks that waste your budget and your time.
2.2 Local Personalisation
If you offer service in different areas, make sure you insert relevant keywords to signal that.
For example, a lead from Chelsea would see that you offer service in that area. The same goes for someone from Soho or Mayfair.
Personalising based on the area is incredible because it also signals convenience in your ad copy.
Make sure you also adjust the phone numbers if you have multiple offices or if you work across the country/globally.
2.3 Be Incredibly Specific
If you sell different products, you could also use dynamic ads to adapt your copy to different search queries.
For example, if you sell handbags and shoes, you can create different copy that will be automatically served to the right audience.
I don’t recommend blind dynamic keyword insertion here. Every product is different, and people want different things. It’s much better to craft unique copy for each product type that outlines the offer and makes it personal to every type of lead.
However, make sure that your ad directs leads to the right landing page.
For example, a simple ‘handbag’ query could direct them to the category page. However, a ‘tote bag’ query should direct them to /bags/tote.
Remember: amazing Google Ads copy makes leads feel like you’re reading their minds and understand their needs perfectly. That’s the goal. And being specific in your ad copy is how you achieve it.
3) Remember the Human
This netiquette rule is perfectly applicable to Google Ads copy, as well.
In addition to understanding your leads and the way they search, you should also test different copy approaches:
3.1 Special Offers and Urgency
You can’t go wrong with a special offer (e.g. discount).
However, your offer should make your ad stand out. If your offer is worse than your competitors’ (e.g. you offer 10% off, your competitors offer 25% in their ads) and there are no other differentiators, it may not be ideal.
Similarly, you could add the countdown ad extension to stimulate urgency. Countdowns play into our fear of missing out, so if you tell leads that they can only get a voucher if they make a decision within a few days, they’ll convert faster.
3.2 Features vs Benefits
Do your leads respond better to talk of features, or do they want to hear about the benefits of using your product/service?
The first ad for small business accounting tools emphasizes benefits, while adding a few features here and there.
QuickBooks’ ad, on the other hand, is an example of an ad that’s absolutely too brief and too generic.
You can gauge this by analysing the most frequent keywords your target audience uses.
If they look up different features (e.g. “Accounting software with reporting”) they’ll likely be interested in features. But if they’re searching for “easiest accounting software for small businesses,” I’d wager they’d like to hear about benefits first.
3.3 Social Proof
If you’re targeting bottom-of-the-funnel leads with your ads, you can use social proof to convince them that your business is the best option:
You can integrate them into your Google Ad copy, or use special extensions.
For example, if you want to use the Seller Rating extension, you might need a few more reviews.
If in doubt, it’s good to reference specific numbers of clients you’ve helped.
For example, a marketing agency would likely state the following in their ad copy: “We’ve increased our clients’ ROI by 125%.”
A web design agency, on the other hand, would mention winning an award for their solutions.
3.4 Tone of Voice
Finally, be mindful of your tone of voice. Different approaches cause different results, but only if they’re what the audience expects.
For example, friendliness can be good in B2C ads.
However, B2B audiences will likely expect a more formal approach.
4) Know Your Ad Extensions
Since Google Ads have a character limit, ad extensions allow you to offer more details about your product/service.
4.1 Sitelink Extensions
Sitelink extensions provide more context and information to leads.
For example, if someone’s not ready to purchase immediately, you could point them to pages with more information, testimonials, and so on:
This is particularly important for B2B products, products with lengthy sales cycles, or top-of-the-funnel ads that require educating the customer.
4.2 Structured Snippet Extensions
If you want to highlight specific services or features, use structured snippet extensions.
For example, if you’re selling handbags, you’d list tote bags, clutch bags, and so on.
4.3 Callout Extensions
Promote your special offers or amenities to leads with callout extensions:
Offering zero-contact collection in these troubling times? State it with callouts!
4.4 Call and Location Extensions
Perfect for personalisation, call and location extensions allow you to motivate leads to get in touch with you immediately. They also signal convenience – especially if you’re in their vicinity:
4.5 Promotion Extensions
This is a really important one!
There’s something in human nature that draws us to discounts. If we’re being completely honest, there’s nothing quite like getting a great product (and at a discount, at that)!
With promotion extensions, you can highlight your special offers and make sure they grab your leads’ attention.
When it comes to Google Ads extensions, there are plenty of options. All of them will allow you to personalise your ads even more so you can truly mirror your lead’s intent with your ad.
5) Write an Amazing CTA
Finally, make sure you tell the visitor what to do next with your CTA (call-to-action). It’s an essential part of your Google Ads copy.
You can include it in your heading.
For example, “Sign up to redeem a 10% discount.”
Or you can include it in your Google Ads body copy at the end:
- Learn more
- Buy now
- Get in touch
- Send a message
And so on!
While the ad makes the benefits clear, it’s your responsibility to point the lead in the right direction with your CTA.
Your Offer Is Only Half of Your Quality Score…
… the other half is amazing Google Ads copy!
Make sure you understand your audience, and then test different approaches and copy styles until you find the perfect match.
It’s time to make the most of your Google Ads campaigns!