Whether you’re a blogger, a retailer or an eCommerce store owner, chances are that Google ads ranking matters for your lead generation numbers. However, nailing the perfect combination of a call to action, professional etiquette and value proposition with only a sentence or two can be extremely difficult.
According to Small Biz Genius, 79% of marketers stated that PPC ads have been hugely beneficial for their brands. With 97% of customers searching for local businesses combined with Google’s search dominance of 92.96%, now is the time to act and write killer copy. That being said, let’s take a close look at the key points you should pay attention to in writing Google Ads (AdWords) copy in 2020.
Why Killer Google Ads (AdWords) Copy Matters
Before we dive into copywriting tips for Google AdWords content, let’s explore why you should apply such a methodology in your digital marketing efforts. With SEO being a hot topic in regards to optimization, relying on Google’s toolset in order to boost your search ranking is a no brainer.
Combined with well-worded messaging, your Google Ads (AdWords) content will bring higher engagement, global visibility and bottom line revenue gain quicker than other forms of optimization. Utilization of Google Ads (AdWords) is recommended for anyone wanting to generate new leads and gain exposure for their website in addition to following SEO trends. Once you establish a copywriting pipeline within Google Ads (AdWords), several important benefits will become available to your website, including:
- Concrete advantage over competitors on Google’s SERP
- Easier audience targeting due to Google’s in-house analytics
- Ad scheduling features which allow for additional user segmentation
- Remarketing strategy creation for further content and ad refinement
- High ROI and ad efficiency compared to the initial time and resource investment
Tips for Writing Killer Google Ads (AdWords) Copy
1. Address the Reader Personally
While Google Ads (AdWords) is a technical tool which will allow you to gain new leads and exposure through better ranking, copy personalization still matters. With that in mind, addressing your readers as “you”, and using personal pronouns such as “we”, “us”, “you” will do wonders for your ad’s engagement.
Make sure that you avoid robotic, distanced and overly sales-oriented lingo in ad copywriting (even though that’s the reason for its existence). Instead, offer something “more” to your reader – a brand personality, and a voice which they can identify with.
Additionally, you can emphasize your brand values, mission statements or long-term goals in the ad copy to incite empathy and understanding with the reader. Regardless of what you sell or what service you offer to potential leads, personalized Google Ads (AdWords) copy matters more than we give credit to it.
2. Numeric Data Draws Attention
When it comes to ad copy, the name of the game is to draw attention to your writing as fast as possible. The reason behind this lies in our innate habit to quickly scroll through content and pay little attention to individual titles or taglines.
In order to amend for that psychological shortcoming, numeric and empiric data regarding your social proof and performance can do the trick. For example, positive sales figures, satisfied customer percentages or numbers of years or clients you have under your belt will help your copy tremendously.
Writing platforms such as Top Essay Writing and Evernote, in addition to in-house data from past sales performances, can work well to attract new leads. Make sure to only rely on data which is truthful and works in your favor, in the context of the currently-active content marketing campaign.
3. Target Relevant Keywords
As we’ve mentioned previously, what distinguishes Google Ads (AdWords) from other marketing tools centered on SEO is its inherent connection to search ranking trends. Thus, tools such as Google Keyword Planner can help extend your reach and ad efficiency by introducing relevant keywords into the mix.
Given that most users browse the web in search of content through keywords, this will allow your copy to shine and find the right audience. Make sure not to overburden your copy with too many keywords since this will have a negative impact on your ad’s performance.
Aim for a professional balance of highly relevant keywords and original, appealing writing written with the human being on the other end at mind. Doing so will help distinguish your brand from the competition and bring far more engagement to your website as opposed to keyword-less copywriting.
4. Settle for a Writing Stack
In order to standardize your copywriting style and formatting, it’s worth introducing dedicated writing platforms to your marketing mix. As such, the following tools can facilitate higher quality content creation and ensure even better effectiveness of your Google Ads (AdWords) copy in the future:
- Readable – service dedicated to information flow, legibility and keyword density formatting
- Studyker – professional platform with editors and writers available for outsourcing services
- Grammarly – tool designed with proofreading, spell checking and general grammar cleanup post-writing
- Write Scout – platform with numerous content types and services available for your marketing needs
- Hemingway – service which allows for better readability, formatting and delivery of your ad content
- Classy Essay – platform that enables you to expand your marketing offering to different writing types
5. Play on Reader’s FOMO
Fear of missing out, or FOMO, is a great marketing tactic to employ in your ad copywriting. Limited time events, special offers, one-time deals and other types of sales offers can easily be integrated into Google Ads (AdWords) content alongside the aforementioned personalization.
Letting the reader know that a sales event won’t go on forever and that now is the time to act will efficiently lead to engagement. Likewise, this will ensure that your ads are shared among social circles which will effectively increase their reach across the web.
It’s worth noting that you should back that by actual events and sales on the landing page itself to legitimize your Google Ads (AdWords) copy claims. Make sure to rotate different pitches and campaigns periodically to take full advantage of FOMO and ensure higher conversion rates for your ads going forward.
Once you get a handle on writing copy ads for your business, learning the intricacies and features of Google Ads (AdWords) should become a priority. Your ads, while attractive to the end-reader, need to be timed well and aimed at the right demographic in order to perform as intended.
Learn from your past advertisement attempts through data analysis and constantly search for new ways to adapt to popular trends and audience expectations. Stay on your toes throughout the Google Ads (AdWords) campaign and you will undoubtedly reach the desired results sooner rather than later.
About the Author: Kristin Savage nourishes, sparks and empowers using the magic of a word. Along with pursuing her degree in Creative Writing, Kristin was gaining experience in the publishing industry, with expertise in marketing strategy for publishers and authors. Now she works as a freelance writer at WriteScout, and Studyker, Kristin also does some editing work at ClassyEssay and Subjecto.