Good-looking, relevant ads can make a big difference to the success of your search campaign. If your ad appears professional and your text matches your keywords and what you offer, searchers will be more likely to click through and visit your site.
By writing compelling ads that target the right customers, you may increase the click-through rate on your campaigns, as well as help improve your return on investment (ROI).
For more information about adCenter ad copy best practices, view this video.
Be clear and specific
Address your customers directly, using the words "you" or "your" in ads to speak to them. Ads tend to perform better when the first letter in each word of the ad title is capitalized. Use sentence case for the ad description.
The clearer and more specific the offering, the better. That means including a call to action. Give customers a reason to click the ad right now. Try offering a specific call to action, such as encouraging customers to request a brochure or consultation, download a free e-book, subscribe to a newsletter, or take advantage of a limited-time discount.
If your product is competitively priced, consider featuring the price in your ad copy. (To make sure that the ad meets editorial guidelines, make sure the ad links to a landing page that includes both the product and the price.)
Keep ads relevant
One way to improve relevance is to use customers' most popular search query keywords in titles and text. If you only sell certain brands, categories, or product conditions, such as new, used, or refurbished, make sure that you specify this in the ad title and description. Make sure that you select keywords that specify these details.
To zero in on the customers you're seeking, break up ad groups that have many keywords and generalized ad copy into smaller, multiple ad groups. Each ad group should target specific demographics, products, offers, or ad intent, such as brand building versus conversion. Instead of supporting a "Great electronics for a low price" ad with keywords such as Best Buy, computers, cell phones, batteries, and Sony, create separate ads targeted to each keyword and its related terms.
If you’re targeting a certain geographic area, be sure to include that location in your ad. Consider using dynamic text in your ad to make it more relevant to the searcher's query.
Also, think about your destination URL. Direct your ad to unique landing URLs so that searchers can easily find your offer.
Use customers' language
Match the tone of your ad to your product’s price point and positioning, and include the top benefits your customers are looking for. You should describe what sets the product apart and use words that describe your product's unique features and why customers buy your product.
You can research the age group and gender of the typical audience, and then use that knowledge to write ads. Use words that are likely to attract typical customer to the specific product or service.
