Google Ads Learning Insight: Top Five Useful Practices For Writing A Killer Google Ad

How to write a good ad copy is always a big question for every brand. For all those campaign settings, they are more likely rational things, but when it comes to ad creation, it becomes a more emotional context. How to write an ad that not only grabs users' attention but also take them to the final moves?

Google Text Ads Basics

The text ad includes two headlines. Each headline shows up at the top, and each headline has a maximum of 30 characters.

Then, there have a display URL and two paths with 15 characters per path. The display URL doesn't have to be the website or landing page that a user is going to. Use some relevant keywords or search terms in the path will increase your quality score.

Next, we have two descriptions with 90 characters for each. We can write some relevant information about the product or services. Try to keep it as simple as we can because most people don't read the description as much as headlines.

There also have some compliance in the Google text ad: no all capitalizations, no cursing, no extra space, no vague CTA, no exceed your character limits, no repetition, no phone number in the description and so on. Make sure we follow the rule when we create the ad, or the ad won't get approved by Google.

Five Useful Practices For Writing A Killer Google Ad

No.1 Highlight What Your Company Unique

What is unique for your brand or your product? You need to give a good reason why people should choose you instead of others. For example, when I search for "engineering course", one ad pops up. What makes me special is "15 Week Coding Bootcamp". It makes me feel the course won't take a long time such as one year to complete. That's the unique selling point for this ad.

No.2 Show Benefits Or Features?

Both benefits and features bring good ideas for the text ad. Do people care about more product features or more benefits the product could offer?

Many people don't interested in product features. That could be true if you are introducing a new product to the market. For example, if you try to sell a new home security system, instead of learning the complex technical features, it will sell better if you can convey to people the psychological benefits of using your product.

However, when people are coming to the website through Google Ads, most of them already have knowledge of the product or service because they just searched a product name and expressed some commercial intent. Therefore, the majority of users are educated, and they understand the product or services. They just want to learn more information about this product.

In many cases, it's very effective to talk about the features of the product and what features make your brand unique. Using the above example, I already know what course I may be interested in learning, so I search the course name to learn more about the course. In this case, the course length is definitely a key point that I care about.

No.3 Price, Promotion & Any Special Offers

If you are running a special promotion, it would be great to show your promotion message on the text ad. You could show the discounted price or limited offers, so it will drive people's urgency. If your offer is attractive, people would love to see more relevant products on your website.

No.4 Check Your Landing Page

Will your ad lead to the right landing page? If your landing page is not relevant to the ad, it will decrease your quality score and increase your cost per click. Where you are sending the users to does really matter. Make sure your landing page could open successful and have the relevant information.

No.5 Make Sure Include Phone Number & Location Extensions On Mobile

If you run a mobile campaign, make sure your phone number and location extensions are included. Most people on mobile devices want to be able to text message the business, call the business or check on the nearby locations. Therefore, make sure they can reach you when they need.

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