Copywriting comes in all shapes and sizes, and if you’re looking into using Google Ads to drum up more business, you want to get bang for your buck. You likely have a set budget for your Google Ads, and to ensure your money works for you, your ads must be written well.

The most effective Google Ads also extend beyond the written words in the ad. Before you can even start writing, you should have a solid understanding of your audience, stick with the most relevant keywords, and be as concise as possible (as you only have a limited amount of space).

Writing Google Ads is among the most difficult types of content I’ve written, mainly due to the limited amount of space available. However, over the years, I’ve developed some tips that have helped me make the process a little easier. Now, I’m sharing those tips with you; aren’t you lucky!

Basic Tips to Get You Started

First things first, let’s get stuck into some basic tips that you should be aware of before you get into the nitty-gritty of actually writing:

• Understand Your Audience: Think about what your target audience is looking for and the intent behind that. You should aim to hit the nail on the head when it comes to their main pain points.

• Use Relevant Keywords: Having a better understanding of your audience can help you find the most relevant keywords. Your keywords should be used as naturally as possible in both the headline and description, aligning with the user’s search intent. Also, keyword stuffing is so 2003.

• Be Concise: With limited space, you’ll have to ensure every word is working as hard as possible for you. So, be as clear as possible and get straight to the point. Now is not the time to beat around the bush.

• Address Benefits: As concisely as you can, explain how your product/ service benefits customers. It can be difficult to fit all the benefits into just a couple of lines, but what you shouldn’t be doing here is just listing features.

• Add a CTA: Your Call-to-Action (CTA) is the money shot; it should direct users on what you want them to do next. The success of your ad can have a lot to do with how relevant and strong your CTA is. So, no pressure.

Essential Elements to Include

Now it’s time to build your ad! When creating your ad/s, there are some key elements that you want to include, which should help to improve the overall effectiveness:

• Gripping Heading: This is probably the first part of the ad users will see, so don’t let them down. Focus on benefit-driven language, and Google lets you have up to three headlines (30 characters each), which are separated by a pipe.

• Compelling Description: You have a little more room in the description compared to the heading, so take the time to provide more detail in conjunction with the headline. Highlight any offers, use social proof, and add key selling points.

• Sense of Urgency: Humans naturally get FOMO, so lean into that if you can. Use time-sensitive language to encourage users to take immediate action. 

Now that I’ve equipped you with all the basics, you should be able to write a decent Google Ad. Hooray! But if you don’t have the time, or would rather leave it to the professionals, that is fine as well, and I’m always on call to help 📲