Take Your Google Ads Campaigns to the Next Level - 3 Ad Copy Tips That Drive Conversions

August 5, 2019
Jonty Hodge

Begin Your Journey For Creating Google Ads Copy That Drives Epic Campaign Results

I’m all for google ads automation. Reducing the number of hours labouring over keywords, bidding optimisations and search queries, gives me more time to focus on campaign insights and top-level strategy and execution. However, there is one thing that we still need to spend a large chunk of time on, that is, creating compelling ad copy that cuts through the clutter and draws complete curiosity from the user.

I see this across all industries. Boring paid search ads with the same boring messaging, with the same boring call to actions. Don’t deny it, we’ve all been guilty of writing pretty lifeless ads, I’ll own up to that for sure.

So my question to you is…

  • Want to get incredibly high click-through rates?
  • Want to reach more potential customers?
  • Want them to be curious about what you have to offer from the get-go?

Stop exactly what you’ve been doing, start putting more effort into your ads, and read these three tips below.

1. Contextualise and put yourself in the searchers shoes

Before you even start to write paid search copy, you’ll need to work out what keywords or audience you’re going to target. In order to do this you shouldn’t think like an advertiser, but instead as a potential customer for the product. Identify all complementary pain points that your product or service could help alleviate.

Ask yourself these questions

  • What can my product or service solve or help with?
  • How do people search for my product or service? Are there looking to solve a completely different problem that my product or service can help with?
  • How is my business different from others?
  • How can I communicate that difference in a way that the customer will understand on the first read of my paid search?


2. Speak directly with the searcher, not at them

Sometimes we forget that on the other side of the screen is a human, and the ad copy we spit out is often quite robotic in a sense and that if this type of messaging works on another channel, why can’t it work through paid search. This is your chance to communicate with someone that has given you their (almost) full attention.

Here are some things to think about when creating your masterpiece of paid search copy

  • How do I best invoke curiosity?
  • How can I open a dialogue between the searcher and my brand?
  • In what way can communicate my unique value?

Below is a decent example of how to do this. They’ve identified a common problem that their service can address (in a unique way), even though they don’t necessarily do what the searcher is looking for (recladding). As a user, you can’t help but click on the paid search ad and see what they have to say.


3. Understand the full customer journey with Google Ads

In a lot of cases with paid search, I see many businesses missing out on incredibly valuable traffic, as they ignore a very important part of the customer journey. In other instances, some have tried and failed to capitalise on this due to a dull ad that doesn’t address the searchers query (generally a full product sell) and leads them to a non-relevant landing page.

In order for this to work you need to think about a number of things

  • Have I produced content, or have a great landing page that I can send the searcher to that is both informative and engaging?
  • Are my ads informative or am I currently just showing a product or service to these types of queries?

Another great example of a paid search ad is the one below which addresses the query right in the headline, whilst taking them to an informative landing page about all the different causes of eczema and how to treat them.

Jonty Hodge
Co-Founder & Client Success Director

A blend of in-house and agency experience, working at the likes of Trade Me & VMLY&R. Co-founder of Aro Digital, mentor and technology enthusiast. Outside of work you’ll catch me head banging to the likes of Hybrid Minds, Flume & What So Not on roadies, hitting up the best vegetarian restaurants in Welly, and working on random analytics projects till the early hours of the morning.

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