How To Write Ad Copy For Google Ads [2 Proven Strategies]

Summary

In this video, Aaron Young explains how to create successful Google Ads by focusing on two key elements: what Google likes (keyword focus) and what users like (compelling ad copy). He discusses the importance of aligning ad copy with user search intent, using strong calls to action, and incorporating emotional triggers like curiosity, fear, and humor to stand out from competitors. Aaron emphasizes the need for balance between Google’s algorithm and user engagement to boost click-through rates and conversions. He also warns of upcoming changes to Google Ads, pushing the shift to responsive search ads by June 30.

Takeaways

• 😀 Effective Google Ads copywriting is crucial for a successful campaign, and it's the key to generating leads or wasting money.
• 😀 Your ad copy must be compelling to entice users to click, competing against other ads, Google Maps listings, and organic search results.
• 😀 Google rewards ads that align with a user's search intent, so including relevant keywords in your ad copy is essential.
• 😀 The ad copy must resonate with users, giving them a compelling reason to click, beyond just keyword targeting.
• 😀 The two core elements for success in Google Ads are matching what Google likes (keyword focus) and what users like (strong call to action).
• 😀 Use a strong call to action in your ad copy, telling users exactly what action you want them to take (e.g., call now, book online).
• 😀 Include a clear benefit or unique selling point to incentivize users to click your ad instead of a competitor's.
• 😀 Emotional triggers like curiosity, humor, fear, or excitement are powerful tools to make your ads stand out and engage users.
• 😀 Many ads fail because they lack emotional appeal and focus too much on being robotic and overly keyword-centric.
• 😀 Stand out by adding unique, creative elements like humor or curiosity, such as using phrases like 'skinny dip in your own pool'.
• 😀 With the upcoming switch to responsive search ads in June 2023, it's crucial to test and optimize ad copy for the new format to stay ahead in the game.

Q & A

Why is ad copy considered one of the most important factors in a successful Google Ads campaign?

Ad copy is crucial because it directly impacts whether users will click on your ad instead of competitors' ads, Google map listings, or organic search results. A compelling ad copy can increase the likelihood of a click and drive better results for your campaign.

What are the two core elements to focus on when writing Google Ads ad copy?

The two core elements are: 1) What Google likes, which involves ensuring your ad copy matches the keyword the user searched for, and 2) What users like, which means crafting a compelling ad with a strong call to action and emotional triggers.

How does keyword focus influence Google Ads performance?

Keyword focus is important because it helps improve your click-through ratio and ad quality score. Google rewards ads that match the user's search intent, making it easier to rank higher in search results.

What is the importance of including a strong call to action in ad copy?

A strong call to action is essential because it clearly tells users what action to take, such as making a call or booking online. It guides them on the next steps, increasing the likelihood they will click on your ad.

Why should emotional triggers be used in Google Ads ad copy?

Emotional triggers, such as curiosity, amusement, or fear, make the ad more engaging and memorable. They can compel users to click on your ad over competitors' ads by sparking a strong emotional response.

What example did the speaker give for using humor and curiosity in an ad?

The speaker mentioned an ad for a villa that included the phrase 'skinny dip in your own pool.' This humorous and curious statement stood out and generated email inquiries, showing how it engaged users and prompted clicks.

How can a guarantee help improve ad performance in competitive industries?

Offering a 'guaranteed best price' in the ad copy can reduce fear or hesitation, especially when competing with third-party booking sites. It reassures potential customers they are getting the best deal directly from you.

What role does curiosity play in creating effective ad copy?

Curiosity grabs users' attention and encourages them to click on the ad to satisfy their desire to know more. For example, asking a question or hinting at a unique feature can spark interest and drive higher engagement.

What does the speaker suggest about the future of Google Ads with the introduction of responsive search ads?

The speaker highlights that Google Ads will transition to responsive search ads by June 30, meaning expanded text ads will no longer be allowed. Advertisers need to adjust their strategies and test different ad variations to optimize for the new format.

How does combining keyword focus with emotional appeal improve ad performance?

Combining keyword focus with emotional appeal enhances both the relevance of the ad to the user's search and the emotional engagement that drives clicks. By matching the user's intent with a compelling emotional trigger, the ad becomes more likely to stand out.