Are you running Google Ads but not seeing the results you want? It could be because your copy is not converting. In order to generate leads and sales from your ads, you need to write effective copy that encourages people to click through.
That’s not everyone’s strong point, however. I know a lot of entrepreneurs struggle with writing sales copy. That’s why I’m going to cover Google Ads copywriting strategies you can use to make your ads convert more and cost less.
What is PPC copywriting?
PPC (pay-per-click) copywriting is the process of crafting persuasive text for your ads. It’s important to understand that copywriting is not just about writing catchy headlines or using buzzwords. Sure, those may help draw attention, but effective PPC copy needs to go deeper than that. Your ad should make a promise and convince people to click through.
Copywriting is essential for Google Ads success because it can determine whether someone clicks on your ad or not. A successful ad requires more than just targeting the right audience; you also need compelling copy that encourages them to take action. And if your ad isn’t converting, then the sales copy is one of the top culprits for why.
Google Ads copywriting strategies
With that being said, let’s jump into how to write Google Ads that convert like crazy!
1. Match the customer’s intent
The first step to writing effective Google Ads copy is understanding what the customer wants. This means you need to know their intent for searching and tailor your ad accordingly. Are they looking for a solution, or are they just browsing? Your copy should match the user’s intent so that it resonates with them and encourages them to click through. Consider the marketing funnel or buyer’s journey and match your campaigns and ad groups to it accordingly.
For example, if someone searches for “best laptop deals,” then your headline should say something like “Get the Best Laptop Deals Now!” It would ideally lead to a landing page for discounted laptops and sales. This tells the customer that you have what they want and makes them more likely to click on your ad. If you’re targeting very specific brands and models of shoes, you would use those in specific ad groups or ads to match where the user is in their journey.
2. Target the customer’s pain point
The next step is to target the customer’s pain point. What problem are they trying to solve? This is the core of any good copywriting. You need to directly address what the customer wants, and why they should choose you over anyone else. Explain how your product or service can help them solve their problem and make their life easier. This is a fundamental component of copywriting psychology.
For example, if someone is looking for a new laptop, they might be concerned about cost and battery life. Your ad could say something like, “Get a Laptop with Long-Lasting Battery Life at an Affordable Price!” This explains how your product solves their problem in one sentence, which makes it more likely that they will click through.
Here’s an example of a Google ad for debt relief services. Take note of the sale copy. It uses phrases like “No More Phone Calls,” “No More Garnishment,” and “Relief Starts Now.” I.e. targeting the customer’s emotions and the challenges they’re facing.
3. State the features and benefits of the offer
One of the most common mistakes in copywriting is forgetting to elaborate on the benefits of the product. Effective PPC copy needs to clearly explain why someone should choose you over the competition. This means going beyond just stating features and explaining how those features will benefit the customer.
For example, if your laptop has a long-lasting battery life, you could say something like, “Stay Unplugged All Day with Our Long-Lasting Battery Life!” This explains how the product can benefit them directly instead of just saying that it has a long battery life.
Another example is this Google ad for the fitness app Noom. It elaborates on the benefits of its customized weight loss plans with sales copy like “build new habits,” “crush your goals,” and “get healthy food good.” These are all benefits of trying their weight loss program.
If I were to critique the ad, I think expanding further and making it more emotional would improve conversions. For instance, I would add sales copy about customers feeling good when they look in the mirror, having more zest for life, and improved confidence and self esteem.
4. Use strong calls to action
With that out of the way, it’s time to tell the customers what to do next. Every ad should have a clear and compelling call to action that encourages people to click through. This can be something as simple as “Buy Now” or “Learn More.”
To make your CTA even more effective, you could use words like “get,” “discover,” or “unlock.” These are action-oriented words that urge the customer to take the next step. Studies have also found that calls to action that uses first-person phrasing increase click-through by up to 90%. For illustration, you would test “Start my 30 day trial” against “Start your 30 day trial.”
5. Mention the unique value proposition
What makes your offer better than competitors? Every ad should mention the unique value proposition that makes your business stand out. This can be anything from free shipping to a money-back guarantee or even just a friendly and knowledgeable customer service team.
Explain why customers should choose you over everyone else, and make sure it’s clear in your copy. For example, if you offer great customer service, then you could say something like, “We Offer 24/7 Customer Support!” It doesn’t have to be patented or proprietary (although that’s great!) It just needs to be something that stands out from competitors.
You can also run your competitors through a tool like SEMrush to download all of their ads and determine how you can stand out.
6. Include your target keywords
To improve your ad quality score and, ultimately conversions, you must include your target keywords in the ad itself. This helps to ensure that your ad is relevant to the customer’s search query and makes them more likely to engage with it.
For example, if someone searches for “best leather jackets under $200,” then you should include this keyword in the headline or body of your ad. This way, customers know right away that they are looking at an ad that has what they need. Including keywords on the landing page also helps with SEO and can increase organic traffic.
Check out my SEO copywriting course if you want to learn how to write pages that rank on the first page of Google.
7. Use Google’s feedback for running experiments
Google gives you plenty of data and feedback on what’s working and what isn’t. Use this to your advantage. Test different headlines and body copy to see which works best. You can also run A/B tests to determine which ad copy resonates most with customers. By running experiments, you can also get insights into customer behavior and preferences. This allows you to refine your message further and create more targeted and effective ads in the future.
For illustration, if you can go into a campaign’s assets, you will see the performance of different asset types, from headlines, descriptions, and creatives.
Wrapping up Google Ads copywriting strategies
Copywriting is a critical part of any successful Google Ads campaign. By following these tips, you can write compelling ad copy that drives clicks and conversions. Take the time to craft effective messages that resonate with customers, use strong calls to action, explain the unique value proposition of your offer, include target keywords, and use data from Google’s feedback to run experiments.
If you want to learn more about copywriting and get mentorship from me, enroll in my copywriting courses.