4 Tips For Great Ads – Reviewing Ad Copy
It can be difficult to have a successful ads account without regularly reviewing ad copy and making sure that it still works for you.
Sometimes people ask questions such as “what is the best ad copy?” or “how can my ad stand out better”? But without having information such as historical data of your account’s ad performance, it can be hard to give an overall answer. There isn’t always a “one size fits all” solution.
When I would look at ad copies, I often felt like they weren’t good enough or could have a bit more to them. However, I’ve realised over the past few months that I should not be so focused on the ad copies themselves, but the metrics and split tests behind them.
Testing different sets of ad copy to find higher-performing combinations is a great practice. Once you’ve done a few sets of ads over time, you can start to review and analyse the data to see what you should do with your ad copy ongoing. So, with that in mind, here are a few tips to help push your ad higher up the search results page.
Your first port of call is always the basics. It’s a simple thing that is sometimes overlooked, but make sure your ads are relevant. Check that your ad copy matches your keywords and your landing page.
Have a look at the Click Through Rate (CTR) of your ads. If it’s too low, it could be that your ad copy isn’t relevant enough to the search keywords. Therefore, no one is clicking on it, because it doesn’t sound like what they’re looking for!
So, the first step is to check that your targeted keywords are present in your ad copy. Try to make sure you’ve got them in a headline, or at least a description field if you can’t manage the headline. Headline 1 is generally the first thing people will read though, so try to make it as relevant as possible!
You also want to ensure that the ad destination/final URL is directed to the relevant page for the keyword you are wanting to promote. The landing page should also include the same (and similar) keywords that you are targeting with your ads.
If you are ever in doubt, always go back to basics and check your relevancy, then proceed from there.
Responsive Search Ads
With responsive search ads (RSA), you have up to 15 headlines and 4 description lines to play with for your ad copy. Responsive Search Ads use Google automated systems to find the best performing ad and shows it to the audience.
Google recommends that you put at least two expanded text ads (ETAs) and one responsive search ad in every ad group.
RSAs are a great way to test multiple headlines and descriptions to see what performs well. When you’re reviewing ad copy in your Google MCC, you can check the assets of the RSA and see what combinations Google has been using. Google will show you which combinations have the highest impressions. You can then choose to take inspiration from these combinations and create them as a regular expanded text ad to see if it performs well by itself. This is working very well for me currently.
Periodically have a look through your account to see if any ads are under-performing. When you are reviewing ad performance, you want to look for a few key indicators. The major ones are Click Through Rates, Conversions, and Cost. If any of these are too low or too high, pause the ad and replace it with a new one. Again, you can break a new ad out from a responsive search ad.
Don’t remove/delete the old ad – keep it for historical reference! Not only do you want to have the metric data to compare to, but it will help you when reviewing your ad copy for writing new ones.
Lastly, have a clear call to action (CTA). A lot of people ask why this is necessary. Well, people gravitate towards phrases such as “Call now!”, “Buy Now”, or even “Quick, selling fast!”. We’ve been exposed to advertising from an early age and we have all grown up with these sayings. Guess what, they still work today! A call to action can help instil a sense of urgency in the consumer, prompting them to buy when they otherwise might have passed over it.
There are other techniques you can use, such as appealing to emotions or keeping your ad copy fresh by providing proof, offers, and more. Some of these techniques can be integrated and combined with a call to action.
If you keep reviewing and refining your ads on a regular basis, it will help you see which tactics have worked over different periods of time. At the end of the day, you will always be changing your ads up. Ideally not on a weekly basis, but every month or two. This keeps your advertising fresh and your audience will keep seeing you in the game.
The important thing is that you are active and keep pruning and nurturing your account. With the right strategies, an active account will be a successful account in the long run.
Feel free to contact us if you’d like some help or advice!
Written by Cameron Asher & co-written/edited by Chelsea Zanki