Best Basic Google Ads Practices
Ad copy is one of the most important components to succeeding in your Google Ads campaign. Without it, you will be spending money without any meaningful results. In this article, we'll lay out some of the best practices for creating effective ad copy in Google Ads.
Google Ads Best Practices Ad Copy
There are lots of elements to string together a good campaign in Google Ads including the keywords you choose, the landing pages, and the actual ad copy of your ads. In this article, we’ll focus on the keys to writing good ad copy in Google Ads.
The User & The Engine
When thinking about writing ad copy for a new ad there are a couple of key considerations and some best practices to use. First, when I think about writing the ad, I want to ensure that I am optimising for the users and Google. What do I mean by that?
There is a lot of overlap between what works for Google and what works for the users, but it is not always a perfect match. I generally think of the difference here is the difference between “Ad Relevance” and “Expected CTR.” The quality score is composed of ad relevance, expected CTR, and landing page experience.
Ad relevance measures how closely related your keywords are to your ads. If your keyword is “excel corporate training” then you’ll want to include those terms within your ad once or twice. Keyword matching is critical for creating relevant ads for Google.
As for expected CTR (click-through rate), that depends on the users. This measures / predicts how likely your ad is to get clicked on. In order to score well here, you’ll want to create compelling copy to drive people to your ads. An ad for “excel corporate training” that reads “Excel Corporate Training | Excel Training for Business” might do well on ad relevance but isn’t too compelling for the users.
Best Practices for Great Ad Copy
Now that we got some of the technical stuff out of the way, let’s dive into some of the best practices for writing great ad copy for Google Ads.
1. Keyword Matching
As mentioned earlier, keyword matching is critical for your ad relevance which feeds into your quality score. While this isn’t the most crucial part of ad copy, I put it as #1 because it is one of the easiest and most impactful things you can do. Simply adding the keywords once or twice in your ad should improve your ad relevance.
2. Clear Value Prop
In order to write compelling ad copy for the users, you need to drive home your value proposition. Think about what makes your offering stand out from the other providers or ads for that keyword. If you have a special offer going on, include that.
A best practice in marketing, in general, is to have clear call-to-actions and that remains true in this domain. Let people know what action you want them to take with your ad whether it be to sign up for an email list, buy a product, or something else.
4. Ad Extensions
Leverage ad extensions for your ad - I like to think of them as free real estate and another opportunity to sell your offering. Ad extensions like site link extensions, callout extensions, or any of the other ones offered a great opportunity to add additional information to your ad and also take up more space in the SERP with your content.
Sitelink extensions specifically can help your customers self-select the right landing page.
Callout extensions can help you call out extra perks or benefits of your product or service. Examples of these are “free shipping,” “great customer service,” “affordable pricing,” or anything else that might draw someone's interest and strengthen your offering.
Lastly - test, test, test! You never really know what’s going to work until you go out and try on real people. Thankfully, with digital marketing, you can test things constantly. Within Google Ads, you can have multiple pieces of ad copy running at a given time in each ad group to see what works.
With ad rotation optimization, you can have Google rotate your ads and show the best-performing ones more frequently. The general safe recommendation is to have 3 or 4 ads per ad group with ad rotation optimization and regularly switch out the poorest performers for new ads. Over time you’ll keep improving your ads and learn what resonates with users for a variety of keywords.
Posted in , Digital Marketing on Nov 10, 2022