Ad Copy: Best Practice

Best Practice for Ad Copy

When you get down to it, writing Ad Copy for the Pay Per Click environment is about three things, your:

  • product or service
  • audience
  • point of difference.

But what are the rules of writing ad copy for Google Ads? What does Google like to see in an ad that just might place you ahead of your competitor? Here are a few key indicators you can use to make sure your ads are written according to Google’s standards.

Use Your Real Estate Wisely

We no longer have to cram ad copy into 30 characters or less. Google has expanded its ad formats, giving you the option of three 30-character headlines and two 90-character description lines. It’s best to use as much of this space as possible so that you can include all relevant details and create an ad that stands out. This includes the paths at the end of the display URL, for an added bonus. We often see ads without them filled out, but you could get an extra 30 characters using these sections. Just remember that the third headline and the second description are not always displayed. So, if you have any vital information, remember to include them in the first or second headline, and the first description.

Write Three Ads Per Ad Group

Considering the possibilities of the new, larger text ads, it’s worthwhile having at least three ads per ad group. Because extra text and extra headlines gives us so much more to split test and measure, writing three ads at a time and testing them with your audience allows you to analyse different elements of your copy and compare them to each other. For instance, you can test:

  • three difference landing pages,
  • three different calls to action,
  • three different services within your offering.

The combinations are abundant!

Don’t Over-Accentuate

Google is strict on ads being relevant, recognisable, and readable. They expect correct spelling and grammar where applicable, and it goes without saying that adult language is not allowed. In addition to this, Google doesn’t allow the over-use of exclamation points, question marks, or special characters that have the potential to make your ad look of poor quality. In fact, exclamation marks aren’t permitted in headlines, and only one is allowed per description line.

Keep your copy smart, professional, and not over the top – you’ll be rewarded for it!

No Gimmicks

Think you might get a few extra clicks by including ‘click here’ in your text? Sorry to bust your branding bubble, but Google don’t like anything that might make your ad look like a gimmick, a scam, or an otherwise risky proposition. Google calls this kind of working “Trick to Click”, and it’s not considered best practice.

Use Your Keywords In Your Ad Text

To keep your ad as relevant as possible and to give it a better chance of showing higher, remember to include the keywords you’re bidding for!

And as mentioned earlier, with the new expanded format, we know that not all of your text will show for every impression. This means it’s super important to use your keywords in the parts of the ad that will display. Your first headline and first description line are both mandatory and will always be there, so add your keywords and your points of difference to them where possible.

Wrapping Up

So there you have it – some tips on keeping your ad copy within best practice standards. This gives your business the edge, not only in front of your customer, but in Google’s eyes too!

If you have any questions please let us know, we’d be happy to help you.

Written by Kristen Boucher