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10 best practices for writing an effective ad on Google Ads
A good Google ad is one that helps potential customers understand the products and services you are selling.
June 22, 2022
A good Google ad is one that helps potential customers understand the products and services you are selling. Your Google ads must be clear, interesting and meet consumers’ expectations.
They should incite people to take the action expected of them. Above all, your ads should be appealing, impactful, effective and relevant. Google also expects that your ads meet certain criteria. Let’s take a look at how you can write successful Google ads.
Souce : Kinsta
1- Avoid using rhetorical questions
Google is not a fan of rhetorical questions. Using a rhetorical question often serves as a hook or intro to capture people’s attention. While this practice works well on Facebook ads, they are hardly relevant on Google.
This is due, once again, to the very nature of the platform. As a part of pull-type marketing, Google ads do not need to get in front of users. People are already conducting searches. If, for example, customers are looking for an ice cream maker to make good ice cream, there is little point in an advertizer starting an ad with “Looking for the best ice cream maker?”
Customers are carrying out searchers with words representing their intention. Instead, use a writing approach that provides useful information while maximizing the space you are given on Google.
2- Include a keyword in the main title, description and path
It also helps Google assess the appropriateness of the chosen keywords compared to the needs of the original intent. To get the best possible score, choose your keywords carefully according to their typology (information or action), nature (short or long tail) and place in the conversion funnel (TOFU, MOFU, BOFU). Also, insert your flagship keywords in your writing
3- Include a dynamic keyword (DKI) in your ads
The previous point is sometimes very difficult to set up in the case of extended keyword searches with different search terms. To quickly and simply overcome this, consider using dynamic keyword inserts in your ads.
This will insert the search query directly into your ad. This optimizes your ad’s relevance with minimal effort. For example, as part of an ad for scented candles, if Person A triggers the ad with the query “vanilla scented candles” and Person B with “Vanilla atmosphere candle,” both will see the same ads personalized to their specific query.
Person A will see: Vanilla scented candles – Two for one – Buy online
Person B will see: Vanilla mood candles – Two for one – Buy online
The advertizer can be relevant to several people with a single ad. The dynamic keyword insertions are shown in brackets in the ad: {KeyWord: your keyword}.
4- Add a sense of urgency
Also, it is not uncommon to punctuate one’s sense of urgency with the use of superlatives, such as only, now, exclusively, or until.
5- Enter the ad in its current timeframe
Not only will your ad be perceived as recent and still valid but it will also keep customers in the present for a more relatable context of your pitch.
6- Be specific and concrete with data
For example:
Don’t hesitate to use data to strengthen your argument as well as position your pitch on a common denominator between advertizer and customers. This helps to adjust expectations accordingly and prevent—as much as possible—bounce rates. Different people will not view a low price in the same way. Person A might agree that $50 for a pair of shoes is a good deal, while another person may consider it out of their budget.
7- Never talk (much) about yourself
Contrary to what we might think, the advertizer is not the star of an ad. Customers are! Never forget that the ad is only ever intended to meet demand. Therefore, avoid self-centered vocabulary (Our, We, Us) and transfer the attention to what you have to offer the user with an adequate lexical field (Your, You, Yours).
8- Include a call to action
A call to action goes hand-in-hand with creating a sense of urgency. The call to action guides, directs and initiates conversions. Even with a clear and readable ad, customers do not want to guess what the advertizer’s intentions are. In fact, it is up to the latter to initiate the action by explicitly stating the action that they want someone to take. For example, people initiate a search in order to find work.
The call to action qualifies their click and filters the ads they will see. For example, if a person is looking to apply only online, they will be receptive to a message to “Apply now.” A call to action, such as “Make an appointment,” will not attract their attention. On the advertizer’s side, adding a call to action generates a conversion by presenting a simple and straightforward action to carry out. A good call to action falls within a fixed and restricted time frame. Therefore, presenting an ad like “Apply online before August 31” lets people know their deadlines and increases the likelihood of a conversion.
9-Add your brand name
This may be obvious, but it is often this aspect that will be overlooked in favour of the pitch or the call-o action. However, your brand name is essential to ensure your identity is recognized. Advertizing to generate conversions is certainly a goal; however, your brand’s visibility, its reputation and its knowledge are also important.
Don’t hesitate to test, try and qualify several versions of your ads. This involves testing different selling points, keywords, writing styles and calls to action.
10-Test and test some more! Only keep successful ads
The first version is rarely the right one, at least for Google. It is therefore strongly recommended to test between 2 and 5 versions of your ad in order to be able to:
- Determine what works best for your campaign
- Be more competitive in Google auctions by offering alternatives to the algorithm.
Finally, before analyzing the first results to optimize your campaign, give the campaign at least one week to run without making any changes. After this time, make sure you have had between 100 and 500 impressions and between 30 and 50 clicks per ad. Anything below these targets doesn’t give you enough data to make a legitimate decision.
Finally, remember that the purpose of writing an ad is to encourage clicks. Optimizing your advertisements is therefore carried out solely on the basis of the click-through rate (CTR).
For some help in the field or simply to hire a certified agency, contact us!
ABOUT THE AUTHOR
Determined, ambitious and passionate, Laurie-Anne Nault has already acquired several years of experience in administration and customer service. She joined the Turko Marketing team in October 2021 to fulfill the role of administrative manager and social media manager.