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Dominate Google Ads With These 5 Copywriting Tips

Published on October 23, 2023

Ready to skyrocket your business’s online traffic? Look no further than Google Ads. But with fierce competition, how can you stand out from the crowd and attract clicks?

The secret lies in your ad copy.

While most people believe that the first position gets the most traffic, we’ll show you how the right copy in the third position can outperform even the top spots. You’ll see that it’s all about focusing on the visitor’s desires and making the most of limited space.

Not only that, but the third spot is also budget-friendly compared to the first or second spot. Who doesn’t love saving money?

If you’re looking to increase clickthrough rates while minimizing costs, you’re in luck. Our guide will provide you with 5 game-changing tips to boost conversions and leave your competitors scratching their heads in wonder.

Get ready to dominate Google Ads and drive an avalanche of traffic to your business. Let’s dive in!

Tip #1: Optimize Your Copy with the Right Keywords

Before running your ads, it’s crucial to understand the keywords you want to target.

Spend some time in the Google Keyword Planner to identify your main keywords and additional ones that your audience might be searching for. Aim for a mix of high-competition and low-competition keywords to ensure a well-rounded campaign.

Strategically incorporate these keywords into your ad copy.

To start, include your target keyword in your headline, description, and even the URL if possible.

For instance, if you’re promoting a dog grooming service in Los Angeles, your ad copy could look like this:

Headline 1: Best Dog Grooming in Los Angeles
Headline 2: Affordable LA Dog Groomers
Description: Trust our expert dog groomers in Los Angeles to keep your furry friend looking fabulous. Visit us today!
Display URL: www.YourSite.com/Dog-Grooming/Los-Angeles

By doing this, you improve your relevancy score, which directly impacts your cost-per-click. The more relevant your ads are to search queries, the less you’ll pay per click.

Here’s an example showing ads targeting the keyword ‘task manager for developers’:

You can see how each ad incorporates the relevant keywords. While there’s room for improvement in these ads, they still do a decent job of using keywords effectively.

In contrast, take a look at this example that neglects to include the keywords in the headline, description, or URL:

Asana and ClickUp are paying more for each of these ads because they haven’t optimized the copy to match the targeted keyword.

This presents an opportunity for you to compete with them (and possibly pay less per click) simply by optimizing your ads to the search term.

However, it’s important not to cram too many keywords into your copy. This can actually backfire and increase your cost-per-click significantly.

Keyword stuffing leads to a poor user experience and can cause your ads to rank lower than competitors, even if you’re spending more money.

Here’s an example of what you should avoid:

Headline 1: Dog Grooming Dog Grooming Los Angeles
Headline 2: Dog Groomers LA Dog Grooming
Description: Our Dog Grooming in Los Angeles Dog Grooming service provides Dog Grooming. Visit us for Dog Grooming!
Display URL: www.YourSite.com/Dog-Grooming-Los-Angeles-Dog-Grooming

Remember, Google’s algorithms are smart enough to understand the context of your ads. Take a look at the examples from Asana and ClickUp. The algorithm recognizes their relevancy but also knows that ads without keyword stuffing can be even more relevant.

Include your keywords naturally in your ad copy, and your efforts will be reflected in your cost-per-click and rankings.

Tip #2: Stand Out with Unique Features & Benefits

Want to set yourself apart from the competition? Your Unique Selling Proposition (USP) is key.

Your USP is the distinct advantage or benefit that makes your company, product, or service different from the rest.

It’s what gives customers a compelling reason to choose you over your competitors.

To include your USP in your copy, first, identify what it is. It could be exclusive products, outstanding customer service, free shipping, proprietary processes, or a special offer only you provide.

Take a look at this WhatsApp ad example:

Instead of simply claiming to be the best, they highlight specific reasons why they’re the best. Quick installation, compatibility on web and mobile, easy setup, and transparent pricing.

When highlighting your unique features, be as specific as possible. If you offer the fastest delivery, showcase your speed. If you have the widest selection, share the number of items.

Take some time to identify your USP(s) and make sure to include them in your ad copy. Let people know why they should choose you over the competition.

Here’s an example of a fantastic USP for a dog training service, search engine results page:

This service proudly boasts nationwide recognition and savings of up to 98% compared to in-person training.

If a customer is deciding between in-person training and an online service, these USPs can be convincing enough to get them to click and learn more.

Ensure your customers understand your USPs by featuring them in your ad copy.

Tip #3: Get Straight to the Point

In the world of Google Ads, you don’t have the luxury of lengthy content to capture your audience’s attention and compel them to click. With limited characters and short attention spans, brevity is key to standing out.

But fear not, there are strategies you can employ to grab attention while staying within the guidelines. One effective technique is to use numbers and symbols. They not only differentiate your ads from the competition but also convey important information quickly. Instead of saying “Twenty Percent Off,” try “20% Off.” And instead of using the word “dollars,” opt for the $ symbol.

For example, look at how FortyTwo maximizes their limited character count:

When it comes to writing ad copy for Google Ads, grammar rules can be flexible. The goal is clear and concise communication, even if it means bending the rules occasionally. Here are some ways to break grammar conventions effectively:

1. Dropping Pronouns: Subject pronouns like “we,” “you,” or “they” can often be eliminated without sacrificing your message. So instead of saying “We offer free shipping on all our products,” you can simply say “Free shipping on all products.” By cutting pronouns, you save valuable characters in your ad.

2. Using Fragmented Sentences: Complete sentences are not a necessity for Google ads. Fragmented sentences, consisting of phrases or incomplete thoughts, can convey your message more efficiently. For instance, “Get a 50% discount on your first purchase” becomes “50% off first purchase” in ad copy. The message remains the same, but the fragmented sentence uses fewer characters.

3. Avoiding Conjunctions: Replace conjunctions like “and,” “but,” and “or” with punctuation such as commas or dashes to combine ideas. Instead of “Quality furniture and free delivery,” opt for “Quality furniture. Free delivery.” The ad copy version saves precious characters, which are crucial in limited character count situations.

In addition, avoid using unnecessary words, jargon, or complicated language. Your goal is to clearly and quickly communicate the value you offer. Be ruthless in eliminating anything that doesn’t contribute to enticing the searcher to choose you over the competition.

By implementing these copywriting tips, you’ll create Google Ads that captivate and drive clicks.

Tip #4: Craft Compelling Copy that Sells

Want to stand out from your competitors? It all comes down to writing copy that focuses on the benefits your customers will receive if they choose you.

Put yourself in the shoes of your potential customers. What are they looking for? What problems do they have? And most importantly, how can your product or service solve those problems?

By understanding their pain points and using language that highlights the benefits, you can increase your clickthrough rate, improve your quality score, and lower your cost-per-click while outperforming your competition.

To get started, take a look at your Google Analytics behavior reports to see which pages are performing the best. Use the language from those successful pages as inspiration for your ads and copy.

But remember, don’t just focus on what your product or service does. Explain why it matters to the customer. Make them feel the relief, joy, or convenience your offer provides.

And if necessary, highlight a feature and immediately follow it up with the corresponding benefit. For example, “Our shoes have memory foam insoles so you can walk comfortably all day.”

Tip #5: Connect with Your Audience’s Search Intent

One of the key factors in crafting effective ad copy is aligning it with the searcher’s intent. Simply put, this means understanding what the user wants to achieve when they perform a search.

For some users, they may be seeking information or conducting research. Trying to sell them at that stage might not be the best approach.

On the other hand, someone who searches for “where to buy running shoes near me” is likely in purchasing mode and ready to make a purchase.

To make your ads as effective as possible, it’s important to match your ad copy and landing pages to the intent and goals of your audience.

There are generally four types of search intent: informational, navigational, commercial, and transactional. Analyze the keywords to determine which type of intent your audience has.

Once you’ve identified their goals, align your ad copy and landing pages to those goals. Make sure you’re providing the information or options they’re looking for.

Remember, different users have different goals. Someone with transactional intent is more likely to convert than someone in the informational stage. Your job is to deliver the intended goal and meet their needs.

So if you want to dominate Google Ads, start by focusing on the benefits and aligning your messaging with your audience’s search intent.

We’ve got the insider secrets to help you dominate your Google Ad campaigns. In this guide, we’ll break down five essential tips that will skyrocket your success.

Forget about outbidding your competition or desperately trying to snag the top spot. With Google’s genius algorithms, you can secure a top-three position and leave your competitors in the dust by simply following our tips.

Not only will you drive more conversions, but you’ll also enjoy lower costs-per-click and higher click-through rates. By implementing the strategies we provide, you’ll boost your relevancy and quality score, making your campaigns both profitable and stress-free.

Get ready to conquer Google Ads like a pro, with minimal effort, money, and frustration on your part. It’s time to take your advertising game to new heights. Let’s get started!