How to write effective Ad copy for Google Ads and Bing Ads
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Choose Popular CTA
Top-performing text ads have Call-to-Actions (CTA) such as Get, Buy, Shop, Try, Learn, Build, Sign-Up and Discover. Using attractive CTA will help you increase your click-through rates.
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Apply Punctuations in Text Ads
Use punctuations in Text Ads, especially branded text ads. The exclamation marks (in ad descriptions), commas, question marks, percentile, and Dollar Sign make your ad stand out and emphasize your main selling point or USP.
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Use Emotional Drivers
Effective text ads induce emotions via emotion drivers. Emotions can be of happiness or relief at finding the perfect solution that would solve the problems, give a helpful remedy, reduce anxiety/fear, or save money for the users. Try to keep the tone of your text ad positive and rational.
Ads evoking negative emotions such as ‘suffering from acne’ or ‘getting rid of toothache’ can be effective if used wisely. Ads that speaks of negative consequences, such as losing insurance, incurring a penalty, or expiring FSA dollars, can help businesses attain positive results.
You can state that you are an ‘authorized dealer’ official site or mention your awards and recognizations to build confidence.
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Avoid Dynamic Keyword Insertions (DKI)
Dynamic keyword insertions need to be applied carefully. They are most problematic when competitor keywords get inserted into your Ad-copies. It is illegal to use a competitor’s name in the ad. Sure, you can bid on their keywords, but adding their name is a big no-no and can get you in trouble with Google’s trademark policy or legal action from competitors. Never use DKI (Dynamic Keyword Insertion) in text ads for Ad groups with competitor names as keywords.
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Create Urgency in Text Ads
Google allows you to set countdown timers in your ad copies to induce urgency through text ads and promote your limited-time deals and offers. Another way to induce urgency in text ads is to state that your product is selling fast and is in limited quantity.
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Differentiate from Competitors
Create headlines that distinguish you from competitors and tell users why they should choose your business over others. You can bid on competitor brand keywords with Ads that showcase the aspect of your business that gives you an edge over the competitor or fulfill a need of customers that competitors are not meeting. At the same time, bidding on competitor show yourself as a better alternative to a competitor’s product or services.
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Choose popular queries in site extensions
In your sitelink extension, use popular phrases and queries derived from answerthepublic.com or Google’s question-based ‘People Also Ask’ feature. This would make your ad copy highly relevant and increase the click-through rates.
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Highlight Value Proposition in Ad Copies
If you are selling products in packs or bundles, tell customers the value proposition of each to make them realize the benefit of the purchase. For example, if you sell t-shirts in a pack of $25, make your ad copy displaying ‘$5 each for five t-shirts’.
