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Tips and tricks for writing high-clickthrough-rate Google Ads copy


Google AdWords / September 25, 2018

Why do you love copywriters so much? We like to think it’s because they’re quirky and clever… They wear weird socks, and are prone to sleeping late and editing late into the night.

But in fact, you love copywriters because you hate to write. You know how to write, but you will procrastinate endlessly when tasked with writing endless ad copy iterations. Meanwhile, a mean copywriter will turn a half-hearted attempt at ad copy into an enticing clickable masterpiece.

How do we do it? Read on for the PPC ad copy best practices copywriters use to create irresistibly clickable paid search ads.

Satisfy user intent

Before you write even a syllable, ask yourself: who is my target customer and what needs are they trying to meet? Go beyond their simple need to buy your product or service. Instead ask: What desire does your product or service meet for them? What is the intent behind their search query? Why are they searching now, and what is the best way to tap into that desire?

For example, someone who is searching for shoes isn’t simply looking for foot coverings — they may want to be fashionable, or comfortable, or more professional. Understanding the real intent behind a user’s query allows you to craft copy that inspires rather than simply informs your target customer.

Include numbers or statistics in your headlines

Fifty-two percent of copywriters believe their content is more successful when it contains a statistic. See what we did there? Including real statistics (not made up, like the aforementioned false fact) lends credibility to your Google Ads headline. Not only does an intriguing number spark curiosity to click, it imparts a piece of memorable information that helps your ad stand out from the crowd.

Appeal to user emotions

Once you understand the need behind a quest for your product or service, it’s a natural next step to tap into the emotion that drives that need. For example, if you sell software, ask yourself how a manager is feeling when they embark on a search for your product. If they’re feeling overwhelmed by their workload, describe how your software will support them and lighten their workload. Need another example? Maybe a dog owner is worried that their pet is not getting the right nutrition; in response, describe how your brand of pet food will help their dog thrive. In other words, start with the uneasy emotion your prospect may be feeling, identify the opposite of this emotion and describe this feeling in your Google Ads ad copy. Copywriting tricks revealed!

Create keyword-rich display URLs

In addition to implementing the above-mentioned copywriting strategies, there are some tactical things you can do to improve your Google Ads clickthrough rate. Inserting relevant top-searched keywords in your ad is a great start. The Google Ads interface allows you to add top keywords to the end of your display URLs, so they look like the name of your product landing page. This simple step gives searchers confidence that they will find what they are searching for when they click on your ad.

For example, if you sell different types of coffee online, customize the ads in your espresso AdGroup by adding top-searched espresso keywords to the display URL. To searchers, your ad’s display URL then would look something like this:

Focus on benefits

The Google Ads interface gives you very limited space to present your product or service in the best possible light. Make the most of this space with economical copy that plays up the seductive benefits (not the features) of your product or service.

Inexperienced marketers make the mistake of outlining a product’s features… By comparison, a savvy copywriter knows how to magically convert a poorly-written list of features into a tantalizing smorgasbord of benefits. Need an example? Instead of writing: “Sandals have a flexible rubber soul.” you would write: “Walk softly and grip any surface with a flexible rubber soul.” Now you get it.

Address common objections

If the expanded text ad character limit allows, get one step ahead of your customers by addressing the most commonly-heard objections to your product or service. This strategy builds trust, and helps to differentiate your product or service from others that don’t acknowledge customer doubts.

For example, if you know that your prospects are unsure about the durability of your tires, outline the benefits that play up their strength and longevity. Similarly, if your clients are unsure about committing to a subscription-based service, emphasize the benefits that a long-term subscription will bring them.

Short, sweet and to the point

Great copywriting is succinct. The exercise of crafting great PPC ad copy requires making the most of a limited space. Once you’ve written literally thousands of Google Ads (and we have…) you naturally become a better all-around copywriter — you’ll begin to simplify the complex, draw out key benefits… and most importantly, entice fickle prospects to click and convert at a glance.


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