Write Ad Copy for Humans: Transform Your Google Ads
Jun 19, 2024Let’s face it: most people’s ad copy in Google Ads is BORING! If you’re nodding along, you’re not alone. It's crucial to have keyword-focused ads, but unfortunately, many people end up with dull, uninspiring headlines that don’t grab attention.
In this blog post, we’ll explore how to create Google Ads copy that stands out, gets the click, and primes potential customers to convert. Let’s dive straight into the teaching:
The Google Ads Challenge
Google search campaigns come with a unique set of constraints:
- Font size: Uniform for all ads
- Color: Standardized
- Special characters and emojis: Limited usage
The result? Your ads look exactly the same as everyone else’s. So, how do you make your ad pop in a sea of sameness?
Step 1: Analyze Your Competitors
Before you craft your ad, take a close look at what your competitors are doing. Conduct a search using your primary keywords and examine the top ads:
- What headlines are they using?
- What language and tone are they adopting?
- Are there common themes or unique approaches?
This competitive analysis will help you identify gaps and opportunities to differentiate your ad copy.
Step 2: Use Emotional Triggers and Unique Selling Points
To entice clicks, your ad copy needs to resonate emotionally and highlight what makes your offer unique. Here’s how:
1. Emotional Triggers: Tap into emotions such as fear, curiosity, happiness, or urgency. Here are a few examples:
- Fear: “Don’t Miss Out on Limited Time Offers!”
- Curiosity: “Discover the Secret to Effortless Cooking”
- Happiness: “Enjoy Your Dream Vacation for Less!”
2. Unique Selling Points (USPs): Clearly communicate what sets your product or service apart from the competition. Focus on benefits, not just features. For instance:
- “Eco-Friendly Materials for a Greener Tomorrow”
- “24/7 Customer Support – We’re Here Whenever You Need Us”
- “Award-Winning Design for Ultimate Comfort”
Combine emotional triggers with your USPs to create compelling ad copy that stands out and encourages clicks.
Step 3: Continually Split Test
Creating effective ad copy is an ongoing process. Here’s how to keep improving:
- Split Testing (A/B Testing): Run multiple versions of your ad to see which performs better. Test different headlines, descriptions, and calls to action.
- Analyze Results: Look at metrics like click-through rates (CTR) and conversion rates to determine which ad versions are most effective.
- Optimize: Use the insights gained from your tests to refine your ad copy. Keep what works and discard what doesn’t.
Putting It All Together
By analyzing your competitors, using emotional triggers and unique selling points, and continually split testing, you can create Google Ads copy that not only stands out but also drives clicks and conversions. Remember, the goal is to speak to your audience in a way that resonates and compels action.
So, next time you sit down to write an ad, think beyond the keywords. Focus on creating ad copy for humans – because that’s who your customers are, after all.
