Write even better ad copy following these practices

It is up to you whether you will profit from your ad, or if it is just an unnecessary waste of money. There are many settings that will significantly affect your ad´s performance. But no doubt the most important of these is the text you promote your product with.

Writing an ad copy may seem simple compared to other settings, such as targeting. But the opposite is true, especially with the character limit that Google Ads has. Google offers only limited space in which you can acquire your customers. So, you need to think carefully about every word you write in your ad.

Unfortunately, there is no general copy or winning formula that would guarantee 100% success. But there is a number of practices that can contribute to this success. We have selected the 7 most important ones for you:

  1. Know who your customers are

When formulating your ad copy, you first need to understand who your customers are. What people buy your products or services? How old are they? Where do they come from? What are their shopping interests?

Although it appears to be a lot of detailed data that is difficult to access, if you have a Google Analytics account, you can get this and much more right there. You can then formulate appropriate copy to reach your future customers accordingly.

  1. Address your customers’ problems

When people buy something, they want to solve some of their problems with that product or service. They buy a food processor because it is difficult to prepare a recipe without it.

Your goal should be to solve their issues. These, of course, differ from different products or services you offer.

  1. Use CTA phrases

Call-to-action (CTA) phrases is a general term for phrases that encourage people to do something. Once you have defined problem of people who search for your product, invite them to resolve the issue.

Of course, it should not be just general empty phrases. They should fit into the context of the ad and the goal you are following. You can also associate them with the benefits your e-shop brings. For example, “Get a food processor with in a second, without waiting in line!”

  1. Work with human emotions

By highlighting a solution to your customers’ problems and using CTA phrases, you are working with human emotions. As a retailer, in your customers you should create a sense of desire and need for the product you’re advertising.

  1. Highlight the uniqueness of your product or the benefits of your service

We have already explained why it is worth to think about customer issues when formulating your ad copy. But there are many other e-shops on the market that can offer them the same product. So why should customers choose you? How do you differ from your competitors?

Do you offer outstanding quality? Do you offer free shipping? Can the customers benefit from an additional discount on their next purchase? Highlight the uniqueness of your services and the product you offer. Stand out from the competition, so customers can choose you.

  1. Realize the potential of the display URL

The display URL is an address that should tell the customer where he is going to get when he click your ad. It doesn’t have to be the same as it looks on your web. With Google Ads, you have the option to shorten it to include only the most important information. You can add two paths to your domain, using up to 15 characters for each.
So if we take an example of the above mentioned food processors, if a customer reaches a group of food processors from your ad, from which they can choose the preferred one, the display URL might look like this: www.example.com/appliances/cooking-processors. If it’s just a specific robot, you can include its name.

  1. Avoid using unnecessary characters or capitals

In addition to the fact that it does not look attractive for serious advertising, using extra characters (eg. b-u-y today !!!!!) or using capital letters in places where they usually do not belong (eg. LAST DAYS OF D-I-S-C-O-U-N-T-S!) you are violating Google Ads Policies. So use them only where they belong – start phrases or product names with a capital letter, use an exclamation mark after CTA phrases, and so on. This will prevent your ad from being blocked by a system that evaluates compliance with the Google Ads Policies.

As mentioned above, there is no generally valid formula to ensure 100% success for your ad. However, if you keep these practices in mind, they can contribute greatly to this success. We still recommend tracking your ad performance data so that you can edit and adjust your ad if necessary.

About the Author:

Marek Fule
Consultant for online business and marketing. Holder of every Google Ads certification. Account manager for BlueWinston and Shopping in EU. CSS Hero. Gamer.