The Ultimate Google Ad Copy Guide

Crafting Compelling Ads and Ad Copy for Google Ads Campaigns

In the competitive world of online advertising, crafting captivating ads and ad copy is crucial for standing out and capturing clicks. This guide will equip you with the tools and strategies necessary to create persuasive ads that drive results for your Google Ads campaigns.

Understanding the Elements:

1. Headlines:

• Character limit: 30 characters (two headlines)
• Purpose: Grab attention and succinctly convey your value proposition.
• Tips:
  • Use strong action verbs.
  • Highlight unique selling points.
  • Include relevant keywords.
  • Consider using numbers or questions.

Example:

Opens in a new windowwww.wordstream.com

eyecatching ad with strong headline

2. Descriptions:

• Character limit: 90 characters (two descriptions)
• Purpose: Provide further details about your offer and incentivize clicks.
• Tips:
  • Expand on your headline.
  • Include a call to action.
  • Address pain points and solutions.
  • Use clear and concise language.

Example:

Opens in a new windowwww.yourdictionary.com

ad with a descriptive description text

3. Display URL:

• Character limit: 15 characters
• Purpose: Show the landing page URL.
• Tips:
  • Use a clear and relevant path.
  • Include keywords for better ad relevance.
  • Consider using a path extension for more options.

Example:

Opens in a new windowlocaliq.com

ad with a clear and relevant display URL

4. Path extensions:

• Purpose: Provide additional landing page options.
• Tips:
  • Highlight different product categories or services.
  • Use descriptive and keyword-rich text.
  • Consider using sitelink extensions for specific pages.

Example:

Opens in a new windowwww.meticulosity.com

ad with sitelink path extensions

5. Call extensions:

• Purpose: Encourage users to call your business.
• Tips:
  • Choose a clear and easy-to-remember phone number.
  • Consider using call extensions for mobile ads.
  • Track call conversions to measure effectiveness.

Example:

Opens in a new windowwww.wordstream.com

ad with a call extension

Crafting Compelling Ad Copy:

• Target your audience: Tailor your message to resonate with your ideal customers.
• Highlight benefits: Focus on what makes your offer unique and valuable.
• Use strong verbs: Action verbs create urgency and encourage clicks.
• Make it relevant: Align your ad copy with your keywords and landing page.
• Include a call to action: Tell users what you want them to do next.
• Keep it concise: Get your message across clearly and quickly.
• Test and iterate: Continuously experiment and refine your ad copy for optimal performance.

Additional Resources:

• Google Ads Help: Create text ads: https://support.google.com/google-ads/answer/7056544?hl=en
• AdEspresso: 10 Google Ads Copywriting Tips to Get More Clicks: https://unbounce.com/ppc/write-best-google-ads-copy/
• WordStream: The Ultimate Guide to Google Ads Extensions: https://www.wordstream.com/blog/ws/2022/07/25/google-ads-extensions-guide

Remember:

Crafting compelling ad copy is an ongoing process. By understanding the elements, implementing best practices, and constantly testing and refining your approach, you can create ads that resonate with your audience, drive clicks, and achieve your advertising goals.