It should not be hard to write ads. If you know enough about your product or service to explain it to someone else in a single line of text, then you have enough information to create a compelling piece of ad copy for your target audience.
This post will show you how to create straightforward Google Ads copy that feels like a natural fit for what users are looking for, and how to entice them by providing a reason to click on your ad. Plus, I will give you 3 reusable templates for virtually any campaign you create.
What is Ad Copy
Ad copy refers to the text that accompanies the advertisement, such as the title, 1 sentence for a short description, and additional elements such as a link to the ad’s URL.
There are four main functions of ad copy:
- Grab attention
- Match the search term
- Clarify the offer/benefit of visiting the web site
- Drive clicks to the ad and/or web site
If your keyword is “Google Ads for beginners,” try to use simple language that someone just starting out would understand. Don’t use technical jargon or vague language – you want to appeal to new users.
When it comes to advertisements, beginners will often try to impress their target audience with complex language, unrealistic promises, or too many ideas in one advertisement. This typically leads to poor advertising performance. Simple advertisements will perform better than more complex ads because:
- They are easy to understand by the majority of the target audience.
- They easily match the customer’s search intent (his or her reason for searching).
- They create feelings of trust in consumers.
- They are easier to test and improve.
Think of your advertisement as a sign for a store. What is the purpose of the sign? To tell someone what is inside, to explain why it is important to them, and to give them direction on what to do next.
A typical strong advertisement for Beginner is built around the following format:
Advertisement Headline, Advertisement Benefit, Call to Action.
Example:
Advertisement Headline: Google Ads for Beginners
Advertisement Benefit: Learn Google Ads in Simple Steps
Call-to-Action: Start Running Google Ads TODAY!
Do not try to be clever; be clear.
What will make Consumers Click on Your Advertisement
Consumers click on advertisements when:
- The advertisement matches what they searched for.
- The advertisement provides a product or service that is relevant to their needs.
- The advertisement is relevant to their problem.
- The advertisement sounds like it is easy to understand.
Example: If someone performs a search for “How to Learn Google Ads”, that person is most likely looking for a Beginner’s Guide to Learning Google Ads. Therefore, an advertisement that states, “Google Ads Made Simple for Beginners” would be a more convincing advertisement than a more sophisticated version saying: “Unlock Interim Synergies of Paid Search.”
Clarity beats creativity when you are just starting out.
Three Proven Ad Copywriting Methods
Begin using right away: 3 proven ad copywriting methods you can use immediately.
Method 1: Problem/Solution
Connects your target market to their pain point and presents them with a simple way to address the issue.
Formula: Struggling with [problem]?
Try [solution].
Example:
Struggling To Learn Google Ads? Start with Basic Steps for Beginners.
Why Does It Work?
Initiating directly from a user’s issue allows you to provide
an immediate next step for resolving their issue.
Best For:
Beginners, Tutorials, How-To Posts, Learning Resources.
Method 2: Benefits/Audience
This method demonstrates value quickly, offering your prospect
benefits they can expect for their efforts,
Formula:
[Benefit] for [Audience] – [Offer].Example:
Beginners – Easy to Learn Google Ads Basics for Non-Technical Audience.
Why Does It Work?
This example lets the prospect know, immediately, who the ad is directed to
and helps them understand what they will gain (in benefits) for their efforts.
Best For:
Educational Content, Guides, Blog Posts, Starter Courses
Method 3: Step-By-Step Promise
Use this method when you are using your content to help a prospect
complete something practical.
Formula:
Learn How to [Goal] with [Simple Method].
Examples:
Learn How to Run Google Ads with Simple Step-by-Step Instructions.
Why Does It Work?
It provides a practical, low-pressure experience that is well suited to those just starting out.
Best suited for the following:
How to Create Compelling Ad Headlines
An ad’s headline will determine much of its success or failure. An effective headline must be:
- Short and direct.
- Clear.
- Relevant to the keywords searched.
An effective headline:
- Uses basic/simple vocabulary
- Utilizes the keyword used in the search
- Illustrates the main benefit
- Does not contain unnecessary words
Illustrations for an effective headline could include but are not restricted to:
- Introductory Google Ads
- Easy-to-understand Google Ads for Beginners
- Step-by-step Guide through Google Ads
- Beginner-Friendly Google Ads Simplified
Use the main keyword in the headline whenever possible. This gives the ad relevance to the searcher.
How to Write Compelling Descriptions
A description is an additional section where you can elaborate on your headline and further illustrate your ad’s value.
An effective description:
- Elaborate on the Headline
- List the Benefits
- Include a Gentle Call to Action
Examples:
- Use simple vocabulary and explain the process of using Google Ads using practical examples which are suitable for a brand-new user.
- How to develop an idea and start small, get it tested, and progress with clear direction.
- Get a beginner-friendly guide for Google Ads without being confused by technical terminology.
- The description should be short and succinct, and not try to say too much.
- Be Honest with Your Promise
- The content on the landing page must match what is being advertised. For example if the ad features simple beginner’s guide, the landing page must have the same information.
Do Not:
- Over-promise.
- Use Clickbait.
- Sound Different from the Landing Page.
- Hide the Purpose of the Page.
- When the ad and landing page seem like they are part of the same family, people are less likely to bounce and will likely take action.
Sample Ad Set for Your Blog
Here is a sample ad set for a blog post about how to learn Google Ads without being tech savvy.
Ad Set 1 – Simple to Use
Headline 1: Beginner’s Guide to Google Ads
Headline 2: Learn to Use Google Ads Step-By-Step
Description: Introducing the beginner’s guide to learning Google AdWords for people with very little technical knowledge.
Ad Set 2 – Simple to Use
Headline 1: Google Ads Made Easy
Headline 2: Great for the First Time Learner
Description: Practical, easy-to-follow steps to learn Google Ads without confusion.
Ad Set 3 – Simple to Use
Headline 1: Learn Google Ads Beginning Today
Headline 2: Easy Guide for the Beginner
Description: Avoid common mistakes, learn the basics, and gain the confidence to continue one step at a time.
Three Things for Increased Click-Through-Rate (CTR).
The following three things will result in higher CTR:
Use the keyword.
State the benefit.
Make the next action clear.
You can avoid common errors made by new advertisers by making sure you don’t make the same mistakes that other advertisers do! Common mistakes include:
- Using too much copy
- Creating ambiguous headlines
- Giving promises your ad doesn’t fulfill
- Using unnecessarily complicated verbiage in your copy.
- Not testing multiple variations of your ad copy.
The most effective ads typically have simple, direct and candid wording.
Exercise for today
Using a keyword in your campaign, choose three different advertisements (using one of the following templates) to write.
If your keyword is “google ads beginner,” you can write:
A problem-based ad
A benefit-based ad
A step-by-step ad
Then select the one that reads most natural and clearly
Final thought
Successful advertisements do not have to be eye-catching, however they should help others. If you write clearly as well as match their intent with the actual ad itself, and have a compelling reason to click through the ad, then your advertisements will be easier to read and will produce better results. So begin with templates above, test each separate version at one time, and then adjust your words depending on what they actually respond to.
Next week
We will discuss budgeting, bidding, and how not to waste money at the beginning.
