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7 Tips on How to Write Compelling and Effective Ad Copy

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# 1
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Why is good AdWords ad copy so important?

So, you’ve created structured and tightly themed ad groups; you’ve chosen relevant, specific keywords; you’ve added an impressive list of negative keywords; you’ve targeted your local area and you’ve set competitive bids... Is it really that important to spend time writing compelling and relevant ad texts as well? Or is the setup of the campaign, your carefully chosen keywords and the high Max CPCs enough to ensure you good quality traffic?

I’m sure you agree that ad copy is definitely not something to be overlooked. The rest of your campaign, if set up correctly, will bring the right users to your ads, but it is vital that the ads themselves are engaging and informative enough to bring those potential customers to your website, and to deter those users that are unlikely to convert.

And the knock-on effect of this? Having quality ad copy will improve the number of clicks against the number of times times the ads appear. And the better this click-through rate (CTR), the higher your quality score. And the higher your quality score, the lower you need to bid to reach a higher ad rank.

In this post, I’m going to share some important best practices for writing your ad texts. There’s no additional cost for having more than one ad so trying adding at least 3 per ad group. The system will then rotate the ads and then show the better-performing ad more often.


Attention - Interest - Desire - Action

5 lines, limited characters and a number of editorial policies to abide by means ad writing can be tricky. So let’s break the ad down line by line. I’ll use a common Marketing acronym here to help explain what the ad copy should achieve:

Attention Interest Desire Action

 

- The headline should grabs users’ attention and make them aware of your offering.

- Description line 1 should spark users’ interest in your offering.
- Description line 2 should develop a desire to obtain your product or service.
- And finally, the Display URL should consolidate a user’s decision to take action.

Let’s look at this idea in more detail:

1. Headline

Rather than putting the name of your company in the headline, a more successful approach is to include keywords that triggered your ad.

 

Users will be looking for an ad that they are confident will provide them with a solution to their need or problem. And thus, they will look for an ad that contains in the headline the search terms they typed in. What’s more, if your headline matches the user’s search query, the keyword in the headline will become bold, and as a result draw more attention to your ad.

Ever wondered why the headline of some ads seems to match exactly what you searched for? Chances are the advertiser is using Dynamic Keyword Insertion.
This feature dynamically inserts a keyword into your heading, making the ad even more relevant to the user. Setting this up is simple. Simply copy the following into your headline and choose a default heading which the headline will revert back to if the user’s search query is too long: {KeyWord:Choose A Default Heading}

2. Description Line 1

Now that you’ve grabbed your audience’s attention, here is where you need to capture their interest with the main feature of your product or service. How does your offering provide a solution to their problem? You only have 35 characters so get straight to the point, miss out unnecessary words like ‘and’, ‘of’, ‘in’, ‘at’, etc. if they don’t provide any added value to your message and include your common keywords again to further increase ad relevancy and thus your quality score.

3. Description Line 2

Now it’s time to turn their interest into desire for your product or service. What is your unique value proposition? In other words, what key benefits do you offer that your competitors do not? Low price? Expertise? High quality? Customisation? Special offers? Free delivery? Fantastic range? Free quotes? Money back guarantee?

Next, make sure you include a call-to-action to further develop that desire and turn it into action. What do you want users to do once they get to your website? A call-to-action could be ‘Buy Online!’ ‘Order Today!’ ‘Call Us Now!’ ‘Apply Online!’ ‘Get A Free No Obligation Quote!’ ‘Sign Up Today For 20% Off!’ ‘Buy Now For Next Day Delivery!’

4. Display URL

The Display URL is still very much a part of your ad. Use it to confirm a user’s decision to take action by making it stand out from other URLs by capitalising the first letter of every word. Eg. www.ThisIsMyWebsite.com.

 

Furthermore, provided the domain is correct, you can add anything after the forward slash. Make sure you don’t miss out on this extra text space - Use it to mention your common keyword again. For example, if I was advertising a shoe shop, I might set up various ads (in separate ad groups of course!) with display URLs such as www.RosiesShoeShop.com/Boots, www.RosiesShoeShop.com/Sandals and www.RosiesShoeShop.com/Wedges. Not only will this make the ad more eye-catching for the user and provide assurance that the page they will be taken to contains the exact information they need, but by mentioning the common keyword yet again you will further increase your ad’s relevance and thus your quality score. And remember, if the searched for keyword is contained anywhere in the ad it will show up in bold.

In addition to the important considerations we’ve explored above, let’s look at some general best practices to consider when you’re writing your ad texts:

5. Don’t underestimate the importance of good formatting

It sounds obvious but make sure you triple check your ad copy for spelling and grammar mistakes. It would be a shame to miss out on potential clicks due to a poor first impression because of spelling errors! In addition, follow best practice of Capitalising The First Letter Of Each Word In Your Ad. This makes the ad look more attractive, professional and eye-catching. And finally, use all the available space in the ad. White space in an ad makes it look like the advertiser couldn’t be bothered to finish the ad or that the product or service doesn’t have much to offer.

6. Make sure you tailor your ad to your target audience

Think about your target market. What are their demographics? What factors affect their buying decision? Asking yourself these kinds of questions will help you when it comes to writing the ads and deciding the kind of language to use. For example, if a user is searching for “low cost holidays”, then including things like “Prices From £100 Per Person” and “Book Now To Save 20%” would be important to include in your ad. Whereas, someone searching for “luxury getaways” would be more interested in an ad that highlights the first class facilities and quality service. By making your ads clear, you can deter people who are unlikely to convert from clicking on your ad and wasting your budget.


7. Be specific, informative and up-front

The whole purpose of splitting up your campaign into separate ad groups is so that you can write specific ads depending on what a user is searching for. Are they searching for an online florist where they can order a bouquet of roses? If so, make sure they see an ad with a headline such as “Buy Stunning Roses Online” rather than a generic ad such as “Buy Flowers Online”. The former is much more likely to result in a better CTR.

Do you serve a particular city or region? If so, specify the name of the area in your ad. It can be reassuring for potential customers to see that you are a local business and this can give you an advantage over national companies.

Specify the price of your product or service. If it’s competitively priced, then this will attract more people to click on your ad. If it’s on the higher end of the pricing scale then it’s better that the price-conscious user finds out before clicking on your ad and wasting your budget.


I hope those tips are useful! Remember to experiment with a number of different ads to see which results in the best return on investment for you!

Do you have any other best practices you follow when writing ad copy? It would be great to hear from you if you do. Feel free to leave any comments or questions if there’s anything else you’d like to know.

 

 

1 Expert replyverified_user

Re: 7 Tips on How to Write Compelling and Effective Ad Copy

Community Manager
# 2
Community Manager

Thanks for this detailed and wonderful post, Rosie. 

Re: 7 Tips on How to Write Compelling and Effective Ad Copy

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
thnks for this wonderful post....

Re: 7 Tips on How to Write Compelling and Effective Ad Copy

Explorer ✭ ✭ ✭
# 4
Explorer ✭ ✭ ✭

Thank you Rosiel...  Though we all are aware of these but still we miss in some areas. Really its a great article.

Anand Vishwakarma

Re: 7 Tips on How to Write Compelling and Effective Ad Copy<>

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭
 

Re: 7 Tips on How to Write Compelling and Effective Ad Copy

Visitor ✭ ✭ ✭
# 6
Visitor ✭ ✭ ✭
NICE POST.

Re: 7 Tips on How to Write Compelling and Effective Ad Copy

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭

Hi, 

 

Great post. Can you share info on how to write a great Search ad copy vs a GDN ad copy?

 

vivekd

Re: 7 Tips on How to Write Compelling and Effective Ad Copy

Visitor ✭ ✭ ✭
# 8
Visitor ✭ ✭ ✭
Ad copy writing is very crucial thing to improve your CTR. You have discussed hear some wonderful tips to writing a compelling ad copy. Thanks for sharing this wonderful post.

Re: 7 Tips on How to Write Compelling and Effective Ad Copy

Visitor ✭ ✭ ✭
# 9
Visitor ✭ ✭ ✭
Isn't the headline where it is hyperlinked and not the Display Url? So isn't in the link where customers click?

Re: 7 Tips on How to Write Compelling and Effective Ad Copy

Visitor ✭ ✭ ✭
# 10
Visitor ✭ ✭ ✭
Thank you for such detailed and informative article.