Google ads offer a unique way to reach your target audience with high-intent searches. However, writing compelling ad copy requires more than just keywords.

Focusing on benefits instead of features is a crucial best practice for Google ad copy. This Mailerjet ad is an example that highlights multiple ways their email marketing tool benefits their customers. For more information about the Google ads copywriting, click here.

Keywords

One of the most critical aspects of managing PPC for business is ensuring that your ads are aligned with the keywords that users search. This means doing keyword research to know what your target audience is looking for and then bidding for those keywords. It also means incorporating those keywords into your ad copy.

However, adding keywords to your Google ad copy shouldn’t be done without thought. A stuffed-with-keywords ad may not convey the right message to your audience. The best way to incorporate keywords is to use them naturally.

Knowing your audience is also crucial when writing Google ad copy. Some audiences respond better to formal language, while others are more attracted to catchphrases and slang.

Targeting

Google Ads copywriting is a mix of art and science. Using the right keywords and targeting is crucial to driving clicks and conversions. But other factors can improve ad performance as well.

In addition to keyword targeting, you can also use demographics and interests to target ads to the right audiences. The more specific your audience is, the better your return on ad spend will be.

One way to boost CTR is using social proof in your ad copy. This can be done by highlighting reviews or testimonials from past customers. Another option is to highlight what makes your product or service unique. This could be anything from a flexible return policy to fast shipping. For more information about the Google ads copywriting, click here.

You can also use retargeting audiences to target your ads to users who have already interacted with your website. We recommend a 90-day membership duration for retargeting audiences, as it will give your leads enough time to decide.

Conversions

When it comes to tracking conversions, many things can go wrong. For instance, you can’t track CRM Lifecycle events if your pixel isn’t correctly set up. Add a custom field to the Google Ads conversion event snippet for form submissions (‘value’ and ‘currency’) to fix this issue.

You also must ensure that your ad copy aligns with what’s on your landing page. A mismatch between the two will ruin your conversion rate.

To get the most out of your campaign, it’s essential to use small ad groups that are tightly focused on specific products or keywords. This will increase CTR and help you track more relevant conversion types. You can set up a separate conversion tracking account for each ad group to improve reporting. You can also choose which attribution model you want for each conversion: last click, first click, linear, time decay, position-based, and data-driven attribution.

Optimisation

The complexities of Google Ads copywriting can feel overwhelming. Fortunately, optimizing your campaigns can be quick, easy, and effective with the right tools and best practices.

Optimize their ads regularly to ensure you’re always getting the most out of your client’s budget. This means analyzing and interpreting metrics, changing keywords and ad groups, testing multiple copy variations, and adjusting bids based on performance.

As an agency, you should also understand your client’s target persona and use this knowledge in their ads. This can be done by looking at the search terms report or using various tools to find new keyword opportunities that you may not have thought of before. For more information about the Google ads copywriting, click here.

For example, a client with an email marketing tool like Mailerjet could highlight numerous benefits that users will get from the software instead of just listing its features. This prequalifies potential buyers and helps reduce ad spend by only showing to the right people.