Creating compelling Google Ads can make or break your campaign. Here’s a detailed guide on 10 foolproof copywriting tips to boost your ad performance, ensuring your content resonates with your audience and drives conversions.
1. Match Ad Copy with Search Terms
Your first headline and the opening part of the description should closely match the user’s search query. This alignment ensures relevancy and captures attention.
- Pro Tip: Use adjectives to enhance the search term. For example:
- Search term: Summer Dresses
- Headline: Trendy Summer Dresses
Adjectives amplify appeal, encouraging users to click.
2. Focus Your Second Headline on Benefits and Outcomes
Explain what’s in it for the user. Focus on outcomes they desire:
- Instead of: Buy Now, try Save 50% on Your Favourite Styles.
Highlighting benefits like savings, convenience, or exclusivity can make your ad stand out.
3. Include Numbers and Statistics in Your Headlines
Numbers grab attention and convey specificity. Use them to highlight offers, benefits, or key metrics:
- Example: Get 20% Off Today!
- Example: 4 Out of 5 Users Recommend Us!
4. Handle Objections Preemptively
Address concerns upfront. For example:
- Objection: “Will this product last?”
- Headline: Durable Shoes Guaranteed to Last 2+ Years.
Preemptive objection handling builds trust and reduces hesitation.
5. Tell People Why They Shouldn’t Click on Your Ad
Reverse psychology works when executed well. For instance:
- “Don’t Click Unless You’re Ready to Save Big.”
- “This Is Only for Serious Buyers.”
Such statements create curiosity and filter quality leads.
6. Optimise Copy for Smaller Devices
Most Google Ads are viewed on mobile devices, so:
- Write independent headlines; avoid interdependent phrases that might get cut off.
- Example:
- Independent: Shop Trendy Shoes.
- Dependent: Shop Trendy (headline 1) Shoes Today (headline 2)—which can confuse.
Ensure your ad is punchy and concise for smaller screens.
7. Integrate Power Words
Words like these create a sense of urgency and appeal:
- Your, Free, Now, Get, Online, Our, Save, Best, Shipping, You
For example:
- “Get Your Free Guide Now.”
- “Save Big with Our Exclusive Deal!”
8. Always Include a Clear CTA
Your call-to-action (CTA) should be clear, directional, and aligned with the landing page:
- Example: Instead of Download Now, use Get Your Free Ebook.
- Instead of Enroll Now, try Start Learning Today.
Consistency builds user confidence.
9. Include Ratings in Your Ad Copy
Social proof, like ratings, adds credibility:
- Example: Rated 4.9/5 by 10,000+ Customers.
Seeing others’ approval can reassure potential customers.
10. Double Down on Ad Extensions
Ad extensions are a game-changer. Use these:
- Lead Form Extensions: Capture user info directly from the ad.
- Call Extensions: Enable users to call you instantly on mobile.
- Callout Extensions: Highlight unique selling points (USPs) like Free Shipping or 24/7 Support.
