How to Write Compelling Google Ad Text
To achieve high performing Google ads you need to hone your skills in two areas. Firstly you need to set up your campaigns properly and make sure they are optimised (read more about this in our blog here). Secondly you need to create ads which attract the right audience and make them want to click on your ad. Being an expert in just one of these areas is not going to provide you with the results you need, so read on for our tips on how to write compelling ad text:
1) Attention Grabbing Headline We all know a headline is important but what is it we want the headline to do? Once the campaign has been set up so it only appears to the right market, you need it to stand out from the crowd and tell the reader that your product answers their needs. Make the keywords in the headline reflect what your audience is looking for. If you’ve set your campaign keywords around ‘budget bathrooms’ make sure that’s what is in your headline, capitalising the first letter of each word: ‘Budget Bathrooms Online‘.
2) Build Interest Once you’ve grabbed attention by spelling out your offering you need to build interest in your product, in the few character spaces allocated for your second headline, by giving extra information Don’t waste your character allocation with superfluous words like ‘and’, ‘but’, ‘if’, ‘we’, ‘they’ or ‘it’. Instead of ‘We Offer Huge Discounts on Great Products’, which is too long, try ‘Huge Discounts Great Products’
3) Share Your USPs Make sure you use your description area to reveal your unique selling points. If you offer free express delivery, interest free finance or a price match guarantee this is the place to share it. If you’re an award winning company even better. We recommend capitalising each word to make it stand out, using full stops to separate phrases: ‘Free Express Delivery. Interest Free Finance. Award Winning Company. Huge Range’.
4) Think About Destination. When your prospect is ready to take action it must be easy for them to do so. Make sure the web address on your ad is taking them to the right section of your website and that it reads correctly and looks like the right destination for what they are looking for. If your bathroom shop is called Shine, your web address would be more likely to create action if it included the word ‘Bathroom’: www.shine.com/Bathrooms. This also has the advantage of the word ‘Bathroom’ appearing in bold text if that is the keyword which was used in your prospect’s search engine enquiry, making it stand out even more.
Here’s our example Ad:
It’s worth thinking through the classic marketing AIDA model (Awareness, Interest, Desire and Action) to check that your ad will perform well. If you work through the points above your headline should raise awareness of your product, the second headline should build interest and your description should be creating desire for your company over your competitors by sharing your USPs. If your ad is strongly appealing to your prospect they will take action by clicking on your weblink. You can also encourage prospects to click on your ad by creating ad extensions: watch this space for a separate blog post on what ad extensions are and how to use them.
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