Ask anybody: Google search ads are notoriously difficult to create.
For most keywords, you’ll be competing neck and neck with thousands of other businesses who want to show up at the top in search results.
How do you stand out? How do you create ads that win clicks?
As it turns out, there are a few steps you can take to differentiate yourself and achieve both goals.
How to Create Amazing Google Search Ads in 3 Steps
Try these steps and watch your Google ads get infinitely more clicks.
1. Write Multiple Variations of Your Headline and Ad Copy
You have a small amount of space to get your message across with Google Ads. Currently, the limits include three headlines with up to 30 characters each, as well as two descriptions of up to 90 characters each. Still, it’s not a lot.
To make sure you maximise that small amount of space, focus on writing multiple versions of each major section. This will help you hone your writing until you create the best copy possible for your ad.
2. Stay Customer-Focused
Staying customer-focused means staying benefits-focused. How can you rephrase your product or service’s features so they read as advantages for the customer?
For example, imagine you sell party supplies. Instead of getting across the fact that sell them cheap by mentioning “Cheap Party Supplies” in your ad, instead, say “Throw a Bigger Blowout with Cheap Party Supplies.” This shows the customer how they will benefit.
Another thing about telling your customers how they will benefit – it uses that all-important “you” language that copywriters constantly hammer on about.
You may be scratching your head right now, thinking, “But I don’t see the word ‘you’ anywhere in that copy example.”
Don’t worry, it’s there. The “you” is just implied, i.e., “[You will] Throw a Bigger Blowout with Cheap Party Supplies”
3. Use Power Words and Emotional Trigger Words in Your Google Search Ads
Google search ads rely on text and text alone to get people to click. To make your text more irresistible, it’s time to pull out the big guns: power words and emotional trigger words.
Power words are ones that leap out from the page. Usually, they’re adjectives and verbs, but a good power word could also be a pronoun (i.e., “you”). Depending on how you use them, they can electrify your readers and make clicking not an option, but a necessity.
Check out this Crazy Egg article for a list of great power words to try in your ad copy.
Similarly, emotional trigger words are ones that elicit an emotional response from the reader. Including these words in your Google ads can help grab them in a way that hits them personally. According to American Writers & Artists Inc., some of the best include:
- “Controversial,” “banned,” or other words associated with the forbidden
- Words that evoke powerlessness, like “helpless” or “paralyzed”
- Words associated with revenge, like “payback” or “vindication”
Take Your Google Search Ads to the Next Level
It’s time to level-up your Google ads. Follow these steps to see better results and tweak your ad copy to perfection.
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