How To Write Successful Ad Copy In Search Engines?

Eight beginners’ writing tips that will help you to create effective text copies in search engines.

Search engine marketing is a tremendous way to connect with potential customers and grow your business. According to a report in 2019, Google processes approximately 70,000 search queries every second, translating to 5.8 billion searches per day and 2 trillion searches per year. So how to create a short but tempting copy that will answer to searchers’ question and also raise their interests to your brand? Let’s go through some of the best practices of writing specific, relevant, attractive, and actionable text ads.

1. Highlight what makes you unique: You headline is the most noticeable section in the whole copy. Think about what makes your brand stand out from the competitors. Your ad will likely be displayed among a few other similar ads. Review your value proposition and make sure your audience know what are the unique value of your product or service.
2. Include numbers: Numbers catch people’s attention very easily especially within limited space. Do you offer a surprisingly low starting price? Is your service available 24/7? Has your business been in this industry for over 20 years? Whatever numbers you can highlight to make your offering more attractive, be sure to include them.
3. Be specific on call-to-action (CTA): Use the description lines to tell your customers what they have to do in order to “win the prize” or access to what you offer. Like “Purchase”, “Call Us”, “Order Now”, “Learn More”, “Sign Up Today”, or “Get A Quote”, the idea is to clearly define what are the next steps. Your CTA has to be straight-forward, specific, simple, and remember to avoid the word “click” because it sounds spammy.
4. Optimize mobile-friendly experience: Over 60% of Google searches are done via mobile devices. The SERPs on mobile is even more limited and competitive. Remember to double-check the mobile display of your ads and use location, call, categories extensions to navigate mobile users easily. Also, make sure that your landing page is also mobile-friendly. Here’s the tool from Google you can test with.
5. Match your ad to the right keywords: Try to be in customers’ shoes and imagine what they might search for. Include those terms or phrases in your ad text. Google also offers a feature called “keyword insertion” that will automatically update your ad text to include one of your keywords that matches a customer’s search terms. This is an advanced feature that requires some careful setup. Here’s the setup guide.
6. Match your ad to the right page: When people click on your ad, you should take them to the page that meets their expectation or provides the deal your ad promises. For example, when people click on your ad about “Women Hiking Shoes”, they shouldn’t be sent to your homepage of all types of footwear. The easier you make it for potential customers to find what they’re looking for, the more likely you can make a sale.
7. Create at least two text ads per ad group: You can have more, but at least two ads to start in each ad group. This will help you figure out which messaging resonates with searchers better. When you have multiple text ads in the same ad group, search engines rotate, and, by default, it runs the best ad — once there is sufficient data. This approach can also serve as a good A/B test tool to help you understand your customers’ preference.
8. Do competitive research: To make your ad stand out, it’s helpful to know what other ads will appear next to yours. As a result, before you write your ads, take a look at your competitors’ ads and see how you can stand out to your target audience. This method will also help you to identify the major keywords in your industry and have more insights about the marketing scenarios.