Whatever your marketing objectives: promoting your website, launching a new product, driving leads to your e-commerce, increase traffic to your website... creating an advertising campaign on Google Ads is always a good idea.
However, for your marketing campaign to be profitable, you must polish the copy of your text ad!
How to write high-performing Google Ads ads? Here’s the step-by-step process illustrated with effective examples!
How do Google Ads work?
Before you start writing your ads, here’s a quick reminder of how Google Ads works.
Google is the leading search engine by market share and 6.9 billion queries are made every day. That’s as many opportunities for you to put your brand in the spotlight and become a leader in your field.
Google Ads, formerly Google AdWords, is therefore the advertising platform of the famous search engine. Its principle is fairly simple: when a user searches for a keyword, the engine displays a results page and at the very top of the SERP, the first thing they see is an ad.
Your goal, of course, is to appear at the top of the results.
To do this, the advertising platform operates on a bidding system. Concretely, you choose a list of keywords you consider most relevant, set your budget, and Google puts you in competition with other advertisers targeting the same keywords.
Then the search engine assesses the quality level of your ad (Quality Score), which includes the choice of keywords, the quality of the text ad, and that of your landing page.
The higher the quality level, the more your ad will climb the SERP and the less you will pay to convert users.
Hence the importance of Write a flawless Google Ads ad !
Writing effective Google Ads
Today anyone can create a Google Ads account and put their ad online. But not everyone makes their ad profitable while optimizing their budget.
A successful Google Ads campaign requires carefully crafted text.
1. Write an attractive headline
The headline of your ad will appear in a larger font than the rest of the text and it is what users will focus on. It must therefore be both clear and attention-grabbing.
You can write 3 headlines of up to 30 characters each. That’s short, and the skill is finding THE headline that will hit the mark in so few characters! Tip: put the most important elements in the first two headlines:
- In the H1: grab attention and insert your keyword.
- In the H2: place a CTA.
2. Include your keyword in your headline
After carefully researching your keyword (use Keyword Planner if needed), don’t forget to add it to your headline and in your description. Be careful not to include your keyword more than three times!
3. Use strong words
You will need to capture users’ attention quickly and, in a few words, manage to influence their decision. Emotions are the best marketing leversBy using strong terms such as: free, effective, powerful, fast… you will automatically trigger an emotional response.
4. Be persuasive
To achieve a high click-through rate, include effective calls to action (CTAs)The goal of your CTA is to prompt the user to take action, and nothing is more compelling than an action verb in the imperative! Here are a few:
- Try
- Enjoy
- Order
- Test
- Achieve
- Save
- Increase
- Buy
- Book…
5. Be precise
Your Google Ads ad must be as precise as possible. Two reasons for this:
- If you're not specific enough, you'll attract curious clicks and waste your budget.
- You'll only increase your site's bounce rate, which is bad for your organic SEO.
If, for example, you only sell second-hand items, specify it; you'll avoid a user looking exclusively for new products clicking your link.
6. Include numbers and statistics
The figures and statistics catch users' eyes and spark their interest.
Don't hesitate to include your promotions or emphasize your attractive prices in the title and description of your Google Ads.
You can also highlight certain advantages specific to your business such as short delivery times, your turnover, your customer satisfaction rate, or, as in the example, the number of available franchises.
Note that this example meets several criteria: a compelling CTA, highlighting the company's strengths, location, social proof…
7. Be concise
You won't have much space to write your text ad. Don't try to fill your ad with as many words as possible.
On the contrary, weigh every word; it's often the most concise ads that users read first.
8. Focus on local
Consumers are increasingly looking to buy locally. Adding your location is a valuable marketing asset because it makes the purchase process easier and reassures, especially if you target customers in your region.
9. Use your extensions wisely
Extensions are very useful add-ons because they allow you to add information to those limited text ads.
There are several types of extensions:
- Sitelink extensions: they're essential because they direct the visitor to a section of your website you want to highlight.
- Location extensions: they let you display your address directly in the ad.
- Call extensions: there you can insert a clickable phone number.
- Callout extensions: this is the ideal place to list your unique offers: free shipping, 24/7 customer service…
Use at least four link extensions per ad group, provided, of course, they are relevant and aligned with your business objectives.
10. Add reviews
Reviews are a particularly effective form of social proof for increasing your conversion rates.
Thanks to the Merchant Reviews extension, add stars to your text adNot only do they catch the eye, but they reassure users, who will then be more likely to click on your Google Ads ad.
11. Display your prices
If your pricing is one of your strengths, show it!
You will certainly increase your click-through rate by displaying your prices, and you will stand out from the competition in the process.
Along the same lines, if your prices are high, the user who clicks your link will do so with full knowledge of the facts. This way you gain qualified leads and avoid disappointed users.
If your prices vary, consider specifying “from,” as in the following example:
12. Use capital letters
Capitalizing your strategic words is a very effective technique to draw attention to your Google Ads ad.
Uppercase letters are easier to spot in text content. However, do not write your words entirely in capital letters — on the web it comes across as aggressive.
13. Focus on search intent
There is no secret: to get a quality score, the text of your ads must perfectly match users' search intent.
Focus on their needs, give them the solution to their problem and write CTAs accordingly.
If you want to target different queries, it is preferable to group your keywords by theme by creating several ad groups. Your marketing campaign will achieve better results than if you put all your keywords in the same ad group.
14. Write multiple variants
Unless you're a Google Ads expert, you may not get your ad campaigns right the first time. Test several variants, add different extensions, different numbers… Analyze your ad results and their cost per click to optimize the next ones.
15. Create a relevant landing page
Before you start writing your Google Ads ad, make sure users will be redirected to an optimized page! If your landing page doesn't match your CTA, you'll only get disappointed visitors. To avoid paying for leads who won't stay, consider optimize your landing page before launching your ad campaign.
Our tip
All these tips will write Google Ads ads allow you to significantly increase your click-through rate.
Be sure to regularly analyze your statistics to find the best formula and calculate your ROI (return on investment).
But to guarantee you the best result, delegate their writing to our professional web writers.
