If you’re venturing into the realm of digital marketing, you’ll soon learn that pay-per-click (PPC) campaigns are crucial in attempts to secure new potential customers’ attention and drive them to your website. Although sounds easy, there is a caveat: even a carefully strategised Google Ads campaign can stumble without getting your ad copy dialled in.
This article will guide you on crafting ad copy; it will act as your playbook for building a stronger understanding of Google Ads copywriting techniques for sales for your business, allowing you to transform your tepid campaigns into conversion powerhouses.
Ready for a quantum leap in sales? Let’s unveil the secrets!
Understanding the Power of Google Ads Copywriting
Back in 2018, my initial dive into Google Ads was unfortuante, primarily due to myself not being the strongest of copywriter at the time and my underestimation of ad copy’s profound impact. Google Ads, though seemingly straightforward with its keyword-centric approach, hinges on what happens after potential customers spot your ad. Will they do what we want them to do – Will they click? The decisive factor is within the ad copy—your storefront window in the digital marketplace.
Strong ad copy is an echo of the viewer’s aspirations, needs, and imminent solutions, leading to impressive click-through rates and conversions. It’s not just about visibility, it’s about resonating with your ideal customer and them seeing you as the solution – all within the ad.
Before you can do that though, you’ll have a better chance of standing out against the competition with a strong USP.
Crafting Your Unique Selling Proposition (USP)
What is a USP?
A USP is your beacon in the competitive sea of Google Ads. It’s your distinct signature, the reason customers should choose you over others. I’ve seen firsthand how honing a USP can catapult a campaign’s success, drawing in a surge of conversions. Your USP must be concise, potent, and reflective of your audience’s language and desires.
Creating a Magnetic USP
Simplicity is key:
Your USP is a promise from your business to your ideal customer – When thinking of your USP, make it clear, and keep it bold.
Let’s use a wedding marquee provider as an example.
“Unforgettable Weddings, Rain or Shine.”
“Experience bespoke matrimonial elegance with our customizable, weather-proof marquees, ensuring your dream wedding remains pristine, come rain or come shine. With our eco-friendly materials, quick setup, and dedicated planning team, every intricate detail unfolds as a testament to your love story.”
Highlight your distinction:
Whether it’s your unbeatable prices, groundbreaking product features, or unrivaled customer care, or just your personal story. Make sure you are telling people what it is that makes you different.
Speak their language:
This is really important. Be sure to echo your audience’s exact words. For example, if they’re seeking “cost-effective” solutions, mirror that terminology.
Once you have your USP, you are ready to continue with formulating your Google Ads copywriting techniques for sales.
Secrets of High-Converting Ad Copy
Drawing from years of experience and countless campaigns we have run here at Parker Digital, here is a breakdown of how to create ad copy that sells:
- Use Headlines That Grab Attention: Your headline should mimic the reader’s inner voice, so when they see it, they immediately think, “This is what I need!”
- Persuasive Descriptions: Detail the benefits, painting a before-and-after scenario where you can. How does your offering change they lives of the people you are helping?
- Irresistible CTAs: Commands like “buy now” are a little out of date. Instead try to invoke enthusiasm, urgency, or curiosity. “Claim my exclusive offer” is about the customer, their experience, and their urgency.
- Psychological Triggers: Embrace the power of words to evoke urgency, scarcity, or FOMO – such as: “Limited time!”, “Last chance!”, “Closing soon”, “Don’t miss out”. These words are your invisible salesforce.
Storytelling in Ad Copy
Humans are drawn in by stories, which is why using a narrative where possible can be very powerful, and enable you to create relatable, emotional bonds between your business and our ideal customer. One campaign, overshadowed by competitors, became one of our client’s turning point. Once we injected a narrative, allowing the reader to visualise the journey our outcome, into the ad copy. The campaign didn’t just perform; it outshone, because people saw themselves in the story.
Keyword Optimisation in Ad Copy
Beyond Google’s gaze, keywords matter to your human readers. They’re hunting for solutions, and your ad copy should signal, “You’re in the right place!”
Avoiding Common Keyword Pitfalls
Once, a client couldn’t grasp why their well-performing keywords led to dismal sales. The culprit? Irrelevant traffic, courtesy of missing negative keywords. Unoptimised campaigns will result in wasting money on clicks from people who are not actually looking for the services you offer. You should identify this through the use of keywords, and add all irrelevant keywords to your ‘negative’ keyword list. This approach filters out the mismatched audience, reserving your budget for genuine, interested parties.
The Magic of A/B Testing in Uncovering Winning Ad Copy
The first draft is just that—a start. You don not have to nail the ad copy first round! Test and reitterate. We use A/B testing, which allows us to test two ad versions. Once we have some data through the ads manager, it will often reveal weather ad A or ad B is the champion. This means that ad copy isnt just written from guessess and opinions. it’s data-driven, showing you unequivocally what resonates more with the audience. And that knowledge is PPC gold.
Ad Extensions and Their Impact on Ad Copy Success
What if I told you that there’s a powerful feature within Google Ads that could significantly increase your chances of connecting with potential customers, and it’s often underutilized? This feature is called “ad extensions,” and it’s a kind of ‘secret weapon’ you shouldn’t overlook.
What Are Ad Extensions, Anyway?
Imagine you’re flipping through a magazine. Most ads might span a single page, but then there’s a two-page spread with pull-out tabs offering coupons, a detailed guide on product features, and a punch-out card to schedule a free consultation. That’s what ad extensions do for your digital ads—they add space and more ways for people to interact with your advertisement, beyond just clicking a standard link.
Ad extensions give your ads more room to shine, providing additional information or opportunities for interaction. Whether it’s showing more webpage links, a clickable phone number (super handy for mobile users), or even snippets about your product range, you’re offering valuable ‘quick actions’ that enhance user experience and can dramatically improve your click-through rates.
Okay, I’m Sold. How Do I Start Using Them?
- Siteline Extensions: Add links to popular pages or sections of your website beneath your ad copy—think of it as a mini navigation menu. For instance, a wedding marquee business could have sitelinks titled “View Gallery,” “Pricing,” “Testimonials,” or “Contact Us.”
- Call Extensions: Especially valuable if you run a service-based business where clients frequently need to call you (like a catering service or emergency plumber). This feature allows people to dial your business directly by clicking the phone number on your ad.
- Location Extensions: If you have a physical storefront or office, this is a must. It shows your business address, helping local customers find you easily—perfect for that cafe or boutique shop looking to attract walk-in customers.
- Callout Extensions: These are short, snappy promotional texts (like “Free shipping,” “24/7 Support,” or “Seasonal Discounts”) that tell people what’s unique about your business without steering them away from your headline message.
- Structured Snippet Extensions: Here, you can showcase specific aspects of your products or services. They appear beneath your ad text in the form of headers. For example, a yoga studio might highlight different classes they offer, like “Vinyasa,” “Prenatal yoga,” or “Hot yoga.”
Setting Up Your Ad Extensions
- Log in to your Google Ads account.
- Click on the ‘Ads & extensions’ menu on the left side.
- Choose the ‘Extensions’ tab. Here you’ll see a big blue plus button. Click on it and select the extension type you want to add.
- Follow the instructions for each extension type. For example, for sitelink extensions, you’ll add the link text (what it says on the link) and the URL (where it takes the user when they click).
- Hit ‘Save,’ and you’re done!
Keeping Up with Google Ads Trends and Updates
Google Ads is a landscape in constant flux. New features and trends emerge, shaping the arena in which your ads duel. Neglecting these updates isn’t just ill-advised; it’s surrendering your competitive edge.
Resources for Staying Informed
If you want to keep up to date, we recommend you look at these resources from time to time:
- Google Ads Blog: Google’s official channel for updates, insights, and trends directly from the source.
- Search Engine Land: A trusted platform for the latest news, happening in real-time, in the digital marketing sphere.
- PPC Hero: A community where PPC aficionados discuss, dissect, and disseminate successful strategies.
Mastering Google Ads copywriting techniques for sales isn’t an overnight feat, but the perks are monumental. You’re not just crafting ad copy; you’re strategizing a campaign that resonates, persuades, and ultimately, sells. Embrace these insights, experiment, and anticipate the thrill of soaring sales!
To deepen your mastery, I recommend:
- “Advanced Google AdWords” by Brad Geddes, an insightful read, or listen (Audible).
- The Google Ads Help Center, a reservoir of FAQs, guidelines, and troubleshooting tips.
- Continued learning via platforms like Udemy or Coursera, offering in-depth courses from PPC basics to advanced strategies.
Your journey in Google Ads is one of perpetual learning, tweaking, and optimizing. But remember, each click you earn is a narrative of human psychology, market trends, and your ad’s magnetic appeal. Happy campaigning!
If you want some advice on improving your Google Ads – Speak to an expert