Google Ads Copywriting Best Practices

Choose your keywords carefully

When choosing keyword phrases for your ads, you need to choose specific words that are closely related to what you are selling. People who search for information use abstract terms such as “best” or “top*,” which make it difficult to capture someone's attention with your ad.

More often than not, variations of popular keywords have higher costs per click. That is because advertisers compete for those clicks.

If one advertiser pays too much for a keyword, they may wind up losing money instead of making profits. Proper research and careful monitoring can help you identify potential profitable keywords.

Focus on what users are looking for

Focus on building quality links

User responses to ads are critical in helping you understand which keywords they’re likely bidding on and how they feel about your ad appearance and style. This is especially true if most of your competitors have best-placed their advertising dollars towards paying per click.

However, it may be difficult determining exactly which words will receive the greatest user interest response. In this case, focus on the key search terms that generate the highest number of clicks.

Next, try narrowing down which locations each keyword applies to. For example, determine whether potential buyers prefer one product over another (such as review vs feature), or want to buy in bulk at dramatically lower prices (e.g., coupons).

Extend these same concepts to specific pages within your site. Are people clicking through to see color photos of products? Is there text explaining why someone might choose one article over another? Read your analytics to find out where your audience is spending time online and which topics attract them the most.

Finally, think about which keywords readers use when quoting content from your articles. Search engines also provide helpful tools for tracking popular trends and estimating pricing ranges.

Utilize images in your ads

If you’re running an ad campaign, then it is very likely that you are investing some amount of money to promote them. Images can draw attention to new content or create a feeling of being “inside” a product page.

When promoting products for selling, show users how the product helps their problem or makes their experience better. This creates an emotional response and encourages them to buy the product.

Images convey meaning beyond simply describing the product. People use pictures to communicate information about every aspect of life; therefore, they work well as a promotional tool for your business too.

Users will connect more strongly with certain images and concepts. For example, if you offer clothing items, include several picture frames with different dress styles such as shirt, skirt, and pants to attract people’s interest.

You can also inspire sales by highlighting unique features or products in your advertising. For instance, compare clothes made from organic material versus non-organic materials and highlight any benefits each provides.

Keep comparisons subtle so that readers do not focus on the price tag. Instead, emphasize what a product offers and why someone would want to purchase it.

Test different designs of each ad type

Google offers several versions of its display ads, such as standard text-and-image advertisements, image only advertisement, video advertisements and sponsored articles (also known as "sponsored links").

There are also paid advertising options such as, which allows advertisers to sell their advertised spaces for up to $5,000 per month.

You can also create interactive ads by using apps like Flipboard or Facebook.

Interactive ads allow viewers to click and experience something rather than just read an article about it. For example, you could see how washing with detergent sounds when someone else clicks your ad.

Use text and words to build trust with your audience

Most people start using search engines by asking questions. You must prepare yourself for the possibility of being asked a question when searching for information or solving a problem.

If you find that most searches include an optional question, you should create an answer to the question. Providing an answer makes it more likely that the user will click on your ad since they are seeking information related to their initial query.

Search terms such as “costs” or “expenses” may indicate that the person is looking for information about finances. By incorporating numbers into your advertising copy, you can draw in potential customers who are interested in what you have to offer but don’t feel comfortable making a decision just yet.

By adding phrases such as “today’s prices” or “discount rates,” you can get right up those individuals’ screens and make them excited to learn more about your product or service.

Be consistent throughout your advertising campaign

Though you may be tempted to try different campaigns, ads, or styles every week, this is not an effective way to run a regular online business.

You will spend too much time tweaking details and mistakes and not running any real advertisements. Also, all of your competitors are going to catch onto what you’re doing if you change anything about your marketing strategy.

The more consistency you have in how you market yourself and your products, the better chance you give people who aren’t familiar with your brand of choice to believe that your name is reliable.
Revealing your true self through social media may seem vulnerable, but it can also put potential customers in touch with you and their needs faster. By being direct and telling people what you want from them, they can get to know you better and decide whether they need/want to buy from you.

Consistency isn’t just important during your ad runs either. Keeping up these impressions helps with long term sales. A recent study found that overall customer engagement was higher for brands that ran specific promotional events consistently as opposed to those that had random promotions.

Having unique offers changes peoples’ expectations, making it harder for them to remember when something special is happening. Having less frequent offers means that there’s no comfort zone where people assume things are normal, so they ask sooner when someone does something unusual.

Of course, having occasional specials is fine,

Set goals and stick to them

Even if you’re not taking charge of your advertising, you should still be aware of its overall performance.

There are many ways to measure the success of any marketing campaign, but making sure that you’re reaching your target audience is one of the most important.

You can measure this in lots of different ways, including through click-through rates and conversion rates. By setting reasonable targets for how often people need to see your ads or offers to get what they want, you can know whether or not you’re meeting those goals.

Stick to these goals even if they aren’t being met, because constantly raising the bar will only frustrate your readership and damage your brand.

Planning also helps us organize our thoughts and decisions so that we can focus on the work at hand. With planning, there’s always something that needs to be done and when things happen, they happen quickly.

Also, don’t worry about mistakes; everyone makes them. The goal is to limit day-to-day errors as much as possible and have strategies in place to prevent major disasters.

Optimize your campaigns

Now that you have an ad, let’s talk about how to optimize it. When people say “optimal,” they mean using all of the available tools in order to obtain the most effective results while staying within your budget.

Here are some ways to improve your ads:

Location is one big way to increase effectiveness. If possible, place your ad in a high traffic area – then test to see if it brought more clicks.

Also, try incorporating video as it tends to be shared more frequently than other content. More and more people share videos through Twitter so this could be another lucrative avenue for advertising.

Last but not least, do something with call-to-action (CTA) text. It should guide users forward and encourage them to click on your ad. Most advertisers think twice before including CTA texts because they fear being labelled aggressive or too sales oriented.

Fortunately, there are solutions which help you measure success via KPIs such as average cost per conversion, percentage of conversions, and total revenue generated. These are helpful when it comes time to expand your advertising efforts.

Tell your story

The old adage of telling your story with one word repeated again and again resonates loudly when advertising in general, but it is especially important to tell your story within the copy of your online ads.

Your ads should draw people in and lead them directly to your content or sale event page. All too often, advertisers try to use visuals as a way to draw attention to their ad.

But text is still the most effective way to communicate for many reasons. Not every person reading your ads has access to the best cameras or visual software.

Also, although photos can be very popular ways to attract visitors to your website or sell your product, they are much less appealing to customers who have already decided whether they want to buy from you.

Tell Your Story With One Sentence

That said, there’s no reason that pictures need to be stock images. For instance, if you own a restaurant, don’t just show a dish labeled “meat lover’s pizza” -- tell a story about how this recipe was inspired by chef Josephine’s trip to Italy last year.

If you’re selling clothes, tell a story related to your clothing style; then close with another sentence explaining what other brands makes and what they offer your potential customer.

About The Author

Juice Staff Writer
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