Without a doubt, ad copy writing is an art. You have a set canvas to work out (with specific character limits for each line), and your goal is to create a masterpiece that converts Google search users into paying customers.
The good news is, you don’t have to be a professional copy writer to still get good click-through rates on your ads. Below are some guidelines you should follow when writing your ads (but remember you should always test your ads against other ads – sometimes ads may break all of these rules and get fantastic results):
- Include the keyword phrase you’re targeting 2-3 times in the ad copy (as a rule of thumb it should be in the ad title if possible).
- Include benefits in your ad copy, not just features (e.g. people don’t buy burglar alarms, they invest in safety and peace of mind).
- Give specific numbers (e.g. ‘Over 100 brands’, ‘Save 15%’ or ‘Only $29 for a limited time’).
- Emphasise and make use of a trusted brand name if applicable (e.g. Sony LED TV’s instead of Latest LED TV’s).
- Use symbols if appropriate (e.g. ®, ™ or ©)
- Captitalise all words in an ad (but also test a non-capitalised version of the ad).
- Include a call-to-action (e.g. ‘Save $7’, ‘Order Online Now…’, ’24/7 Call Us’, ‘Start Now’
- Use exclamation points or question marks – but bear in mind Google won’t let you overdo it (e.g. you can’t use an exclamation point in the title, and you can only use it once in the ad copy).
Here are some examples of ads that follow some of these guidelines (you probably won’t be able to use all 8 techniques in one ad).
Tell a story or ask a thought provoking question
As mentioned before, there are many ads that break almost all the rules in AdWords copywriting, yet they somehow manage to outperform the competition. One method is to tell a story or ask a question using shock, suspense and intrigue. The goal of course is for the search engine user to see the ad and be able to pass it over without clicking on it.
Here’s an example of an ad that has no call to action, no benefits, and no mention of the keyword ‘learn spanish’ anywhere, yet I’m sure it gets fantastic results:
There is no perfect ad
If you take anything away from today’s lesson, just understand that as an AdWords copywriter you need to be constantly testing new versions of ads. Over time you should always aim at increasing your click-through rates and Quality Scores, decreasing your costs per click and outperforming and staying ahead of your competition.