How to write better Google Ads and improve your PPC performance

In the business world, your ad helps create the initial impression of your product in the eyes of the customer. The fact remains you can get more clicks and eventually more conversions with an attractive text ad. There are several tips on how to write effective Google Ads. After you’ve seen your ad, you need to ensure the words in the ads match your audience and make them click.

How to write better Google Ads and improved your digital advertising

Here are 17 tips to help you improve your pay per click (PPC) ads.

1. Think about your customers’ needs

Before you write PPC ads, ensure you know and understand what the target audience is searching for.

Ask yourself:

  • What are their problems?
  • How does your service or product solve the problems they are experiencing?
  • What questions can they have concerning your product?

This way, you can create the correct and effective copy of the ad that is relevant to your target audience.

2. Add a call to action (CTA)

To get more clicks, customers must know what they can do on your website when they click on your ad. Will they be able to make an appointment? Or purchase something?

For you to achieve this you need to include valid verb and time restrictions to speed up the process. Example:

“Buy it now! The sale ends on Wednesday. “

A Word Stream study found that the most common CTAs in the most effective ads used words such as shop, buy, and get.

3. Contact customers by mobile phone

Based on Blue Corona, the 2019 reality is that 52.2% of worldwide online traffic was created via mobile phones. So make sure the landing page linked to your ad is mobile-friendly.

It is also advisable to use the phone number Google extension so customers can call you right after they find your ad. You can acquire the help from a digital marketing agency that provides Google Ads management to know how to add these extensions.

4. Add special offers

If you have a temporary discount or special offer, you should include this in your ad to make it more attractive. This will play a big role in improving your PPC Performance.

5. Adapt your ad to the content of your landing Page

A study found that 98% of the 300 different landing pages did not match advertising messages. People can leave your site if they can’t find what they expected.

For this reason, you must ensure that the products or promotions mentioned in your ad are contained within your landing page.

6. Don’t overdo it

To avoid isolating your customers before they click on the Google ads, ensure you use a language that is easy to understand. In essence, this means that the following aspects should be avoided:

  • Intimidating catchphrases
  • Abbreviations
  • Complex grammatical structures

7. Highlight what makes you different

Do you offer free shipping? Or maybe great customer service? Be sure to include this in your Google ads copy to describe how well you’re doing than other entrants. That unique feature that you offer will have a great effect on the number of clicks that you get.

8. Enter the relevant keywords

Ensure the headline contains the keywords, or in the uniform resource locator (URL), or the description to ensure your ad is more relevant to the user’s intentions.

This will also increase your ad’s long-term Quality Score. This will make users who are using other search engines to access your ad.

9. Mention the price (if applicable)

Mentioning figures in your ad text can bring you a big advantage. Conductor studies confirm this. So if you give your prices, you can get more clicks. But be careful with the competition. Competitors can lower their prices after discovering your ad.

10. Track the urgency

Sales and the number of clicks can be increased by up to 332% through creation of an urgency.

Urgency makes us act. You can determine the urgency by coming up with a countdown in the ad text, particularly in the case of a special offer or sale.

11. Make use of ad extensions

Expand your click-through rate by adding additional information about your organization by including an ad extension.

This can be the location of your company, the phone number, company reviews and more. For instance, Chicago pizzeria uses a location extension to serve users who are constantly on the go.

12. Experiment

Google ads are automatically rotated to show the most effective ads more often. For this reason, it is recommended that you run several advertising campaigns to find out which words are best converted.

In general, we recommend showing 3 to 5 ads in each group for reliable results. Some ideas for testing PPC ads separately that you can try:

  • Place your CTA in different places
  • Comparison of different CTAs
  • Experiment with prices and special offers in your ad copy
  • Try out different URL paths
  • Highlight the different advantages of your company.

13. Address your target group directly

Have you ever wondered how you can strengthen your customers’ loyalty? Use the powerful words “your” and “you” in the ad copy.

When you reach the target group directly, they feel important and click on your ad. You can insert power words in the title or description.

14. Check the spelling

Wordstream found that exclamation marks and commas are most popular in branded and non-branded adverts, in terms of punctuation. You could try different punctuation methods or use characters.

However, ensure that they meet the editorial standards. Google’s editorial guidelines are required to approve your ad.

15. Make use of emotional triggers

Studies have shown that the most successful advertising campaigns are grounded on emotional factors.

By using emotional triggers in your ad, you can build trust with potential customers before they even identify with your brand.

16. Use all of your space

Google ads now include three 30-character headlines and two 90-character description fields. Maximize your ads by packing all the information and relevant keywords into this area. This is your chance to write PPC ads that will attract more clicks.

17. Consider a customer’s journey

During your next ad inscription, consider whether this is the first time to interact with your company or whether the customer has known you for a while. This way you can set the right tone for your ad.

In summary

Finally, writing ad copy for Google Ads is a combination of art and science. To do this, you have to go beyond the display to the target page. Try these best practices and enjoy the results.

This guest blog article was written by Patrick Watt, a content writer who specifically loves to write about business growth, value creation, mergers and acquisitions, finance, content marketing, and self-development. Follow him on Twitter @patrickwattpat.