Make every ad impression count with these tips for writing high-converting PPC ad copy.
It’s crucial to put time and effort into creating PPC ad copy that really connects with your target audience.
This is your chance to impress and convince potential customers to check out your website, which could lead to them becoming a lead or making a purchase. If your ad copy isn’t up to scratch, people might not be interested in learning more about your business.
Here are six tips for advertisers in 2024 to write better ad copy for their Search campaigns.
TABLE OF CONTENTS:
1. Ensure it flows in any order
With the recent changes in Google Ads regarding how Responsive Search Ad assets are displayed in results, it’s crucial to ensure that your copy flows seamlessly regardless of the order.
Previously, we usually saw two to three headlines and one to two descriptions in ads. However, now, if the system predicts that performance will improve by changing this structure, only one headline may appear. Additionally, headlines may be included at the start of description lines instead of being featured at the top line of the ad.
This means you should avoid writing ad copy that depends on assets appearing in specific positions or relies on accompanying assets to be understandable. For instance, writing a single sentence across two headlines requires both to show up for the full sentence to make sense.
Likewise, don’t count on your ads always displaying two to three headlines and one to two descriptions to convey your main message, as these assets may not always appear.
While assets can still be pinned to specific positions, doing so might affect the system’s ability to combine the most effective assets into the ad.
2. Don’t just speak to your target audience, speak like them
Making sure that the language, terms, and tone of an ad match the preferences of its target audience is crucial for establishing trust and credibility.
For instance, if you’re advertising a highly advanced piece of machinery, your target audience is likely familiar with technical jargon and specifications, and they expect this level of detail in the ads they interact with.
Your audience will seek trust indicators to confirm that your company offers the product they desire and that you are knowledgeable about it. In this case, using simplified language isn’t necessary, as your audience is accustomed to and prefers technical terminology.
For inspiration, browse reviews on forums and social platforms to understand how your target audience communicates. Look for insights on their language and preferences, and find ways to incorporate these into your ad copy. This approach can help you tailor your messaging to resonate more effectively with your audience.
3. Don’t go overboard with your keywords
While your ad copy should align with the keywords you’re targeting, it’s important not to sacrifice quality by keyword stuffing.
When a keyword or phrase is overly repeated in headlines, descriptions, display URLs, and across assets, the ad can come across as spammy. People prefer ads that communicate naturally with them, rather than ones that seem to be solely designed to please the system.
Employ keywords and phrases judiciously, including them only if they align with the message and tone of your ad.
Keep in mind that when using Broad Match terms, it’s challenging to determine precisely which search term will trigger your ad. Therefore, prioritize crafting ad copy relevant to the theme of the ad group rather than focusing too much on individual keywords.
4. Help people ‘self-qualify’
As CPCs continue to rise, it’s crucial to maximize the value of every click. One effective strategy is to assist users in self-qualifying through your ad copy.
You can achieve this by clearly stating criteria such as who the product or service is intended for or specifying price points/spend requirements. This approach helps deter individuals who aren’t relevant or suitable from clicking on the ad, ensuring that your budget is allocated towards more qualified leads.
Let’s say you’re advertising software specifically tailored for marketing agencies. It’s crucial to communicate this clearly in your ad copy with messaging like:
“Inspired By and Created for Marketing Agencies”
“Essential Software for Marketing Agencies”
“Exclusively Available to Marketing Agencies”
This way, searchers can easily identify whether the product is suitable for them, helping them self-qualify as potential customers.
While including a price point in your ad copy may discourage some users from further engagement with the brand, it can serve as a barrier later on when they undergo a consultation. In this scenario, no value is lost by preventing them from visiting the site initially. This approach helps ensure that only qualified leads who are comfortable with the pricing structure proceed to engage further with the brand.
5. Focus on what makes you different
As AI technology advances and automated asset creation becomes more common, many advertisers are improving their ad copywriting skills. However, this can lead to a proliferation of generic content.
Once you’ve mastered the fundamentals, it’s crucial to consider what would compel someone to click on your ad over others. Standing out from the crowd and offering something unique or compelling is essential to capturing the audience’s attention and driving clicks.
When crafting your content, consider incorporating unique selling points, such as:
Years of experience: “Serving the Local Community for Over 25 Years”
Awards: “Voted Nottingham’s Small Business of the Year in 2024”
Customer base: “We’re Proud to Have a 95% Customer Retention Rate”
Accreditations: “Your Local Gas Safe Engineer”
Product size: “Over 20,000 Books in Stock”
Offer: “Free Delivery on All Orders”
Service: “24/7 Live Chat Support”
These differentiators can help distinguish your ad and entice users to click on it by highlighting what sets your business apart from others.
Take the time to review your competitors’ ads to identify their unique selling points (USPs) mentioned in their ad copy. Look for areas where you can potentially outperform them. This could involve offering better pricing, superior quality, faster delivery, more extensive product selection, or exceptional customer service.
By understanding your competitors’ strengths and weaknesses, you can strategically position your own USPs to stand out and attract potential customers.
6. Don’t neglect assets
Ad copy extends beyond headlines and descriptions; it also encompasses other assets like sitelinks and callouts.
It’s common to overlook these assets once they’re set up, but they actually play a crucial role in enlarging your ad in search results and providing additional information about your product or service. It’s essential to monitor and manage these assets alongside your ad copy to ensure they’re optimized for efficiency.
Moreover, maintain consistency in tone and style across all your ad elements. Inconsistencies can make your messaging appear disjointed and may discourage searchers from engaging with your ad.
Conclusion
Crafting compelling ad copy is crucial for capturing user attention and driving valuable clicks. By following the tips outlined above, you can create more resonant and effective search ads. With thoughtful ad copy as a foundation, you’ll have a greater opportunity to make a powerful first impression and convert prospects into customers.
