There are many moving components in Google Ads, and getting them all to operate perfectly can be challenging.

Setting up a strategy, doing keyword research, setting the correct bids, and targeting the right audiences (exclusionary, retargeting, or otherwise). Creating effective Google Ads text may be a real challenge in and of itself.

At first look, writing Copy appears simple, but in practice, it can be quite challenging, especially if your goal is to craft persuasive text that persuades readers to take action.

But we’re here to help you decipher Google Ads copywriting by revealing some of our tried-and-true methods. We’ll cover the fundamentals of SEM ad copy, from the technical requirements to sample texts, to help you get started.

Why Google Ad Content Is Crucial

While many factors (including strategy, bids, keyword research, and more) contribute to the creation of Google Ads, all that ultimately counts to the client is what appears on their screens. As a result, they perceive the replica.

It explains to visitors what they may expect to see on your site, what sets you apart from the competition, and why they should go to the next step. And it will undeniably affect your ROI, CTR, and eCPM.

Achieving Success with Your Google Ads Text

There are a few goals you should have in mind when developing your Google AdWords text. This must:

• Match with your landing page. Not only will customers be irritated by inconsistent promotions, but Google will also take a dim view of the situation. The campaign will suffer, and Google may temporarily halt ads until the problem is resolved.
• Use or conform to the desired keywords. Doing so will increase your Quality Score and prove to visitors that you provide what they seek.
• Provide your services. Whether you’re selling a product, a service, or both, you need to describe what you’re offering and why readers should click. Include your USP (unique selling proposition) as often as you can.
• Convince users you have what they want. Finding the correct pain points and motives to focus on can make all the difference in ensuring that you are providing exactly what it is that they require from you. Relevance is of the utmost importance in this regard.
• Follow Google’s policies on advertising. More on that in a while, but it bears mentioning now because of its significance to the discussion.

The wording for your Google AdWords may only be a few lines long, but it quickly becomes one of the most crucial parts of your advertisements, and it can be challenging to get just right.

Copywriting Tips for Google Adwords

Not only does Google have strict formatting criteria, but they also have copywriting guidelines.

When creating content for Google Ads, it is imperative that marketers and companies adhere to the following copywriting guidelines:

• All of your advertisements, regardless of format, should be written with clarity, precise spelling, and appropriate use of capitalisation and symbols in mind.
• All of the text in each advertisement must be pertinent to the product or service being promoted (and it needs to match the landing page).
• Certain places and situations have restrictions on what is considered “inappropriate” content, which can include sexually explicit content.
• While you can read about what you can do in our branded keywords piece, you cannot make it appear like you are selling a competitor’s product in order to sell counterfeits/knockoffs (which is against Google’s basic ad policy in general) or to attract visitors to your website to advertise your items subsequently.
• Advertising or add-ons must not infringe on trademarks; Advertisers are responsible for ensuring that their ads contain appropriate trademark usage. You can view Google’s policy regarding this matter here.

Guidelines for Writing Effective Google Advertising on Any Platform

Depending on the type of Google Ad, there may be different formatting rules and recommendations.

Search Ads, Shopping Ads, Display Ads, and their Extensions are the four most prominent ad formats that mostly feature copy. While you can learn more about Google Ads extension layout options here, let’s look at the three other fundamental ad types.

Search Advertising from Google

The copy you choose for your Search Ads is crucial, so that’s where we’ll be focusing most of our attention here.

You can have up to three headlines and two body content descriptions in your Google Search Ads. You can enter more than three headlines and two descriptions into Google’s testing tool, but just the three headlines and two descriptions you add will be displayed.

Each of your headlines can be up to 30 characters long.

The SEM Ad copy character limit is up to 90 characters for each of your descriptions.

Keep in mind that Google will try out different permutations of your text’s order to discover what works best for future optimisation until you lock the position of any of your copy by clicking the pin button next to the individual headline or description.

Tips for Writing Effective Google Ads

In our arsenal of search ad copy best practices, we have:

Always include relevant keywords in your ad copy

Before beginning to compose the text, conducting keyword research and keeping a list of relevant terms close at hand is essential.

You must be aware of your intended audience, offers, and keywords.

Aside from serving as a checklist to ensure consistency, including relevant keywords in your SEM ad copy can boost your Quality Score by demonstrating to Google and users that you have a firm grasp on the required solutions.

Don’t assume visitors will automatically see your ad as relevant; instead, make it very clear that you have what they’re trying to find. People want to click on the most relevant result, and if you include keywords in your ad copy, you can increase the likelihood that it will be your ad that they do so.

Social Proof

The power of social proof as a marketing tool is undeniable, and this holds for Google AdWords just as much as any other platform. Whether it’s the number of awards you’ve received, the percentage of customers who have given you five stars, or your length of time in business, be sure to highlight these achievements. The purpose of this is to establish credibility and authority simultaneously. This is when the social proof comes in handy.

List Your Unique Selling Propositions

Your USPs set you apart from the competition and convince customers to buy from you rather than a rival. The following are examples of value claims that a furniture manufacturer might make:

• Prompt delivery guaranteed within a week
• Affordable
• High-quality wood
• Custom furniture possibilities
• Handmade
• Sent with a white glove
• 10-year warranty

Provide unique selling propositions and benefits that will entice customers to click on your ad.

Put Keywords in Groups That Address the Same Problems or Provide the Same Benefits

A person looking for a “cheap diamond ring” isn’t going to be the same person looking for a “custom diamond ring” or a “two-carat platinum diamond ring.”

Your bespoke audience may be divided into subsets based on these queries. That’s fantastic; you want to be easily accessible to everyone.

Increase your click-through rate by writing content that is carefully tailored to each individual user’s pain point or value proposition, which you can then categorise keywords into. Your click-through-rates (CTRs) will increase dramatically.

Make Use of Periods to Separate Ideas

The SEM ad copy you create can use either of these two descriptions. This does not imply that you are limited to two sentences or ideas.

The alternative is to use periods to separate ideas while highlighting many USPs or real selling benefits, as we did above. This makes the advertisement more readable and scannable.

Verify Grammar and Formatting Twice

Although grammar, spelling, and layout mistakes are never acceptable, they stand out even more on a text-based Search Ad.

Ensure all variations and permutations of your ad copy are entered with the same consistent formatting and without typos. You can see how the text will ultimately appear in the preview window (located to the right).

Insanely Direct

Ad copy for Facebook (and other social media) is sometimes given more leeway to be imaginative than other forms of copy. Getting people interested in your brand and product through clever puns, jokes, or anecdotes.

Google AdWords isn’t designed to do that. You can’t afford to be muddy; this isn’t about structure; it’s about capturing intent. Be forthright in describing your wares and their advantages over your rivals.

Google Shopping Ads

When visitors search using the appropriate terms, Google Shopping Ads will display in the appropriate search results and under the Shopping tab.

People conducting these searches have a very specific product in mind, so it’s important that your ad wording caters to their needs.

Though you’re welcome to submit titles for your products up to 150 characters long, keep in mind that Google will only display the first 70 characters. Put the most crucial details first and fill in the rest.

Guidelines for Writing Effective Google Shopping Ads

We have an entire piece dedicated to optimising your product feed for Google Shopping AdWords, which you should read before you start writing. However, here are the four guidelines you should follow when writing Shopping Advertisements.

Use Several Keywords in Product Listings

Include your main keyword in the title of your listing. You should also include that keyword and some variants in the product description.

While Google’s product descriptions won’t appear alongside your ad in search results, they can still have an impact on the ads Google shows. Keep in mind that Google values context highly and that copy can provide it. Keeping this in mind is crucial.

Provide Buyers with All Necessary Details Before They Buy

Because users will see a product title in ads, it is crucial that you give careful attention to crafting an informative and engaging title. Determine the most important details for your target audience and include them.

Mind Your Formatting

There will be universally accepted standards for presenting all forms of advertising copy. Always be sure to highlight the most crucial details first. Use commas, periods, or dashes to separate concepts if necessary so that the user isn’t overwhelmed by a string of descriptions.

Advertising on Google Display Network

Google’s Display Ads will put a premium on visuals because that’s where most of the ad’s real estate will be found. But, the accompanying text to those pictures is still critically important.

While some firms may add text overlays to their photos manually, Google can do this for you with a few simple headline and description content tweaks.

Five headlines, one lengthy title, and five descriptions are all allowed. Be aware that you are required to include at least one headline, one extended headline, and one description.

You’re allowed 30 characters for the headline. There’s a 90-character cap on long headlines. The maximum length for a description is 90 characters.

Copywriting Guidelines for Google Display Advertising

Need people to interact with your Display Advertising more often? These are some guidelines for writing effective Google Display Advertisements.

Think About Who You’re Writing For

Keywords are not being used in the placement of display ads. Instead, they employ a multi-pronged approach that considers users’ interests, demographics, behaviours, and previously visited sites.

This content should rely on something other than keywords but rather on your targeting criteria.

Why are you going for this specific group of people? What problems do they have? Put your energy into that, and then move on.

Don’t Panic If You Can’t Fit Everything In

To paraphrase an adage, “less is more,” concise copy is generally more effective. You’re not required to employ all 90 characters Google provides for usage in extended headlines and copy descriptions.

Take only what is necessary. That way, your advertisement will remain easily scannable and free of unnecessary filler.

Put Your Company’s Name in There

There is no better way to increase your brand’s visibility and recognition than with display ads. Your brand or product name must appear in the content to pass Google’s testing.

3 Elements of Google Ad Copy to Think About

Do you want your ads to make the most of Google’s built-in features? Three built-in features deserve your time and attention.

When you type into Google Ads, you’ll get a list of these options. You’ll see a pull-down menu with three options for improving your copy.

A few examples are as follows:

• Dynamic keywords. This will enable you to automatically incorporate search term phrases into your ad copy that correspond to the audience you’re trying to reach. If a certain keyword in your ad group is not used, you can specify some fallback text to be displayed instead.
• Countdown clocks. This can be used to remind customers of upcoming promotions or to generate a sense of urgency around current offers.
• Location insertion. Provide the user’s approximate location in the ad’s description to demonstrate your ability to assist them. This is especially helpful for service industries and those with restricted shipping and delivery options.

Ad Copy Testing for Google Adwords

Google AdWords now makes it simple to test ad copy. Currently, Google Ads lets you enter many copy variations for your campaigns (Search and Display ads included). The minimum number of heads to enter for Search Ads is three, and the maximum is fifteen.

This is a fantastic method for gauging the effectiveness of various problem areas, features, benefits, and offers. With Google’s assistance, you can rest assured that your campaigns will always be running at peak efficiency and that you’ll always have access to the most successful text.

To avoid confusion, it’s important to create separate ad sets for each set of offers. You should avoid providing users with competing offers that seem close together or lead to the same landing page.

Moreover, while having options is generally beneficial, it’s only sometimes wise to fill up all available SEM ad copy slots. Don’t waste time with unnecessary fluff; just stick to what’s essential.

Final Thoughts

Creating effective copy for Google AdWords is a challenging task. Sometimes the most expertly crafted and technically good copy could be more successful. Strategy, research, and testing are all crucial. Coupling those with succinct, direct language will give you a solid foundation for additional messaging refinement.

But there are always going to be brands that struggle with copywriting. The ability to do so is both an art and a skill, so feel free if you fall into that group. If you need assistance in this respect, we can provide it.

However, use the SEM services offered by Selecta Sol to make your SEM ad copy stand out from the competition. Ad copies written by their team of experts will not only be more captivating and interesting to readers but will also be optimised for conversion-boosting keywords and phrases. 

Selecta Sol can help you find the most effective language and messaging for your ads by conducting detailed research on your industry, target audience, and competition. To further ensure that your message reaches the appropriate people at the right moment, they may also assist you with optimising your ad wording for various platforms and devices. To get the most out of your ads and easily reach your SEM objectives, choose Selecta Sol’s SEM services.