The Guide to Writing the Best Google Ads Ads: Create an Effective Text Ad!
What is a good Google Ads ad?
As is the trend, an effective ad, if it is well-targeted, it is a well-written ad.
The art of writing texts that will engage the audience is copywriting. that is, writing words intended to incite action.
Copywriting is always linked to the act of promoting or selling a business, organization, brand, product, or service, which by definition makes it a form of marketing.
At its core, copywriting is simply persuasive writing.
You write words intended to influence the actions of your readers.
Copywriting ads is the most common exercise and the most leverage with landing page copywriting.
Who should you entrust with writing your ads?
In small businesses, writing Adwords ads is often done in-house. These ads are generally very specific on the accuracy of technical terms or business knowledge but are less effective than those made by an Adwords agency .
When you use an agency, you pay a provider to advertise for you, and copywriting is part of their job.
The right way to operate is to exploit and capitalize as much as possible on the advertiser’s business knowledge … To nurture the editorial skills and semantic analysis of the SEM agency!
The choice of words
For example, I worked in the medical industry at one point in my career. The product managers of the Diagnostic & Autodiagnostic line launched a new range of blood pressure monitors for taking blood pressure on the arm.
In the trade, technically this is called a cuff blood pressure monitor. But concretely on search engines, health professionals are looking for an ” arm blood pressure monitor “.
We, therefore, had to target the right keywords used by our target audience and use writing techniques to both reassure, encourage clicks, and transformation on an e-commerce site.
It is therefore the analysis of requests on search engines associated with copywriting skills and expertise of the Google Ads platform that makes it possible to produce quality text ads.
How to organize yourself to write your announcements?
Most of what I learned about copywriting I owe it to “Everybody Writes”, an essential book if you want to produce web content more easily and more effectively.
Know who you’re writing for
Do you use personas? Perfect! When you write think of someone specific. You write for this person, not for Google, for the internet, not for your boss.
This person you are writing to help him. Your writing should help your readers learn or do something important to them. You don’t sell them a text, you sell them what the text is going to do with them.
Use the minimum number of words, a common vocabulary.
Shorten your sentences, limit commas.
Avoid professional verbiage.
Air your texts.
Provide direction for the future
Integrate textual calls to action …
This implies that you are clear on your objective: concretely what do you expect from your visitor after a click on your advertisement? A purchase ? a call? a quote form? a download? inscription ?
It may seem obvious to you, but I can’t count the advertisers who weren’t 100% aligned with a specific objective for an ad.
How to do it ?
I really like the Ugly First Draft technique: you write a first version of the text as it comes to you in a short, allotted time.
Then you come back to it the next day and reformulate and cut out anything unnecessary.
The AIDA model to convince
At school we were taught to put on paper and organize our thinking in a very specific way:
Intro These and arguments Antithesis and arguments Conclusion
Except that in real life, at the café when you talk about a project or an idea it doesn’t work that way, a more natural way of presenting these ideas would therefore be rather:
Hook Main idea Arguments/examples Opening
With the AIDA method, this amounts to structuring your argument as follows:
You stop the eyes of the Internet user in his navigation thread. You call out to him.
You show how your idea concerns him
You illustrate the value of your idea and help it project
You guide them through the process to continue the conversation/engagement process.
So much for the theory, now let’s apply these main principles to writing a good Google Ads ad …
Requirements for writing a successful Google Ads ad
Google Ads ad design
First of all, you need to know the best practices and Google Ads rules to write ads that will comply and will not be rejected.
If you follow these rules, use the previous paragraphs to find the right idea.
If you are still dry then you can try a free commercial teaser generator to give you some ideas (it’s not great but fun enough to use and it may unblock you).
Finally, keep in mind that to pay your clicks less, your ad must be relevant to the targeted keyword. To put it simply, include the keyword to improve your Quality Score in your ad title and your ad text .
Pro tip: Use automation methods to automatically incorporate dynamic keywords into your ad titles. Contact our SEA experts to find out more!
Google Ads Ad Writing Techniques
Most of your capturing power is in the title of the ad.
Be as human as possible.
Create curiosity, even a little surprise … But don’t lie on your promises! If you generate clicks with deceptive landing pages and service content you will pay SEA budget for nothing and you risk damaging your brand image.
Place the reader in the center of the ad: “SEISO the tool that helps you optimize your Google Ads campaigns” is much better than “SEISO: Google Ads Tools certified” .
If you have numbers to quote, put them in!
What do you put in a Google Ads ad?
Main characteristics of the product or service
What makes your product special?
What are your USPs?
What makes you different from your competition?
Terms of sale
Anticipate your visitors’ questions about financing options, free delivery, return conditions, availability of stocks, etc … And include this information in your ad copy.
What to avoid in a Google Ads ad?
What does not fit into best practices: https://support.google.com/adspolicy/answer/6021630?hl=fr
Optimize a Google Ads ad
A / B test your different ad versions.
For each ad group, create 3 to 5 ad versions.
On a weekly or monthly basis, remove the worst performing ads and replace them with new text.
SEISO can help you in your process of continuous optimization of your Google Ads ads
Steps to create a good Google Ads ad
There are six main components in a long-text ad:
Write a Google Ads Ad Title
This is the element of your ad that you should spend 80% of your time on.
Make it as relevant as possible to the search query. Headline 1 should include the search terms/keywords you are targeting. You will thus improve your Quality Score which will allow you to lower your CPCs.
Capture interest with the AIDA method and the best practices mentioned above: avoid capital letters and Emoji but use the ® symbols; ™ or © next to the marks.
Specify “official” when you can
Include the Internet user in the title by calling him: “you”; “your business”…
For example: “Boost your campaigns with SEISO ®”
Always start your A / B Test with title variations, this is where you will have the most effect and learning. Again, try to keep the keyword in your title for maximum relevance, but you can play around with variations or change adjectives.
Write the title 2 of a Google Ads ad
Title 2 is the second most important element. While he’s not the first thing people see, he stays on the front line.
In Title 2, you will include your USP and a CTA.
This corresponds to the “Desire” and “Action” steps of the AIDA model.
For example: “Get your free audit in 3 clicks”
It is also the ideal place to highlight your promotions, a notion of urgency with a date or a countdown, free delivery …
Write the description of a Google Ads ad
Although the description gives you more space to include the features and benefits of your products and services, it is rarely read by the user before they click.
You have 80 characters to write your description.
To improve your Quality Score and better distribute your Google Ads ad without paying more for your clicks, consider inserting the keyword purchased in the description.
This section of the Google Ads ad is therefore rather adapted to include additional information on the product or the conditions of sale which distinguish you: Guarantee, amount of carriage paid, free return …
Ideally, you can try to use an AIDA construction in the description.
And add a new text-based CTA!
Choose the display URL of a Google Ads ad
The URL path is a bogus breadcrumb trail.
They do not affect your final URL in any way and are an area that is often underused by advertisers:
Include the targeted keyword as well as a CTA !
For example: “seiso.io/Google-Ads/Test-Gratuit”
Choose the landing page for a Google Ads ad
Also called the final URL in the Adwords interface.
Instead, I recommend knowing the landing page before writing the ad, but you can also create dedicated landing pages for specific campaigns.
This section is not part of ad writing, I won’t expand on the subject here but you can read more in our guide to Google Ads landing pages .
Configure ad extensions on your Google Ads advertising
Ad extensions allow you to take up more space in Google’s SERP and have a better click-through rate on your ads ( + 17% CTR on average). So I strongly encourage you to use G Ads ad extensions when possible.
OK, but how to choose them? We see it together …
Which is ad extension to choose?
Link extensions for Google Ads ads
Sitelinks are additional links displayed below the ad itself. They provide users with different conversion possibilities.
Price extensions display certain product/service prices on your listing. They are especially good if you are promoting a lower price than your competition.
Promotion extensions make it possible to enhance your text ads on the Google Ads Search Network.
Callouts are extra lines of text that allow an advertiser to highlight specific offers and the qualities that set them apart.
Location extensions are extremely useful for brick-and-mortar businesses. These extensions allow Google to show your nearest store location to people who view your ad through Google My Business.
With app extensions, you have a link to your mobile or tablet app from your text ads.
For SMS or call, a very useful function for some companies
Personalize a Google Ads ad
Posting a countdown timer will allow you to set a specific date for your sale or promotion and create a sense of urgency with the audience.
Use the Google Ads countdown function
The ad text will be updated automatically every day.
Dynamic keyword insertion
By using the keyword insertion feature, Google will automatically introduce the targeted keyword in your ad.
Use the Google Ads Dynamic Keyword Insertion feature
Ideal for your Quality Score and quite effective on the CTR.
Are you using the = IF function in Excel?
Well, there it is the same.
In Google Ads, IF functions allow you to display a specific message depending on the device or audience.
Use the Google Ads IF function
For example :
Tell mobile users that they will be able to download your product or app
Offer your dropouts a special promo coupon
Sales, Christmas, Black Friday …
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