EMBiz: How To Write Google Ad Copy That Converts

Hi, I'm Cody. I'm the Content Director at Elevate My Brand, and this is EMBiz.

Today, I want to talk about how to write Google Ads copy that converts. I have a couple of tips for you on how to focus your ad copy in a way that's going to drive conversions. The first thing I want to say is that this is a search ad set that's focused on driving conversions as opposed to brand awareness.

1. Capitalize every word

The first thing I want to say is to focus on the headlines. That is the first thing that people see. It's the bigger, bolder text. Before you get down to the slightly longer description below the headlines, there are a couple of tips for how to make the most of those. Specifically for conversions, use title case. That may seem different from what you're used to, but studies have shown that this does tend to drive more attention and action. And that is just essentially making sure the first word of the first letter of every word is capitalized. That also makes it seem more important, so it draws attention.

2. Include CTAs

Include calls to action (CTAs). You want to make sure that you are intentionally encouraging action in order to drive conversions. You don't want to make it seem like you're being too sales-y or too forceful. If you can tastefully and tactfully include a call to action in both the headline and then later in the description, that (again) just encourages action. Also, try your best to include some branded messaging and language in the headline. A lot of the people who are going to see this are going to be seeing and interacting with your brand for the first time. So, if you put the company name or product or service name, or even just tagline language—any way that you can incorporate into the headline—it's going to be really good for not only driving action, but also driving brand awareness. You do have limited space in the headlines, so I would say if you have to make a choice between a call to action or branded language, I would probably go with the call to action. But if you are a really good wordsmith, you can do all of the above.

Then, below that is the longer text, which is the description. And for that, I have a couple of tips as well.

3. Maintain keyword consistency 

Make sure that the keywords in the headlines match what's in your descriptions—that sort of repetitious element. Maybe it's just a synonym, but you want to replicate the words in the headlines in the descriptions to drive home the point of your brand or the action you want them to take.

4. Test descriptions

Use around 12 different options. Always make sure you test as many descriptions as you can. We always recommend doing 12, but I would say you might as well do the max because the algorithm is going to determine which is the best one to show for a particular user. So I say go to the max, but definitely a minimum of 10 to 12 to test.

5. Answer the search query

Make sure that you answer a specific search query. Think about the kinds of questions people might ask in order to get to the solution you're offering, and then rephrase that question into the answer directly into your description in your ad. The more specific you can get, both to the audience, to your brand, to the challenge, the better off you will be. And in terms of converting to new customers and encouraging action, that's how you want to make sure that your description is optimized for conversion. 

6. Include Extensions

As a bonus, there are also a couple of extensions you want to add to those ads that are driving conversions, and there is ad copy and a lot of those extensions that are going to give you opportunities to reach people, build brand awareness, etc.

Structured Snippets

The first one is going to be those structured snippets. Put things like specific features of your product or specific outcomes of your brand, things like that. Make sure that if you don't have space for certain critical keywords in the description or headline, put those into the structured snippet so that those can potentially show up depending on the person's search query. 

Sitelink Extensions

The second is going to be those sitelink extensions. You do have an opportunity to create two very short lines of copy beneath those. So, if people are going to be very specific about a case study or want social proof, then when you create that site link extension for your case studies or testimonials page, use really clear language like we've talked about in the headlines and descriptions. Use the real estate that's available to you in the site linking extensions. 

Promotion

And then last is promotion. If you are running promotions (if you have a specific product like a tangible good), then there's a lot of opportunity there to use specific search query-based keywords, branded language and calls to action.

Next Steps

Those are some opportunities you can use to optimize your Google Search Ads copy in order to drive conversions. And if you need support, of course, we're here to support you.