How to Write Good Ad Copy in Google Ads
16.11.2022
How to Write Good Ad Copy in Google Ads
Your ads aren't working the way you want them to? Then try our tips and write your ad copy in a way that suits both you and your target audience.
Type in keywords, write a few lines and your store sales will increase thanks to paid search ads - unfortunately, it's not that easy! Especially when it comes to text, you can do a lot of things wrong and tempt potential buyers to click on your competitors' ads rather than landing in your store. That's why we'll explain below how good and effective ads should be structured and what tips you can use to get more out of your campaigns. Stay tuned!
Ad titles and descriptions - Ad text structure
Text ads at SEA providers like Google or Bing follow a fixed structure, which cannot be changed! The number of allowed characters must be respected in any case - otherwise you can not save your ideas and certainly not go live. For a long time, Google and Co. considered the so-called "Expanded Text Ads" (ETAS) as the basis of every campaign in the search network. These expanded text ads consist of up to three ad titles (maximum 30 characters) and two descriptions (maximum 90 characters). In addition, there are two paths of 15 characters each, which can be appended to the displayed URL.
When it comes to copywriting, advertisers must adhere to Google's so-called editorial guidelines, which Google says are intended to keep ad quality high for users. Thus, lurid statements, too many punctuation marks, or the capitalization of individual words such as "Order now FAST" are not permitted.
However, the end of the extended text ads has already been heralded - as early as June 30, 2022, Google will no longer allow you to create new extended text ads or edit existing texts. However, the ads will continue to be delivered and will be available with the associated reports. If the information in the ad title or description is no longer up to date, users only have the option of pausing the ads or reworking them in the new ad format of responsive ads.
Responsive ads as a special form
Long before the phasing out of extended text ads, Google launched the so-called responsive text ads. These simplify the creation of campaigns for users, because a large part of the control lies with Google itself. The ads can be compared with a construction kit, from which Google picks out exactly the combination of titles and descriptions (up to 3 ad titles and up to 2 descriptions) for each individual user query, which seems to be the most promising for this searcher. You save a lot of time, because instead of having to type a lot of single ads in different combinations, you only give Google a selection of ad titles (max. 30 characters) and descriptions (max. 90 characters), which can then be flexibly combined with each other. However, responsive ads do have one disadvantage: because of the flexible combination of titles, it is no longer possible to have texts that build on each other - instead, all the titles and descriptions you enter must also function separately from each other.
Be sure to add assets to ads
When it comes to Google Ads, you've probably heard of so-called assets (formerly ad extensions). These are also an important part of your ads and can help you to get the best performance out of your texts. With the assets you have the possibility to extend your ads with additional elements like a phone number, an address, a listing of your products and categories or your offers and discount codes. It has been proven that searchers prefer such information-rich ads and the click-through rates can be significantly higher when using assets. You can either set up the categories individually for each campaign or you can set them up at the account level so that you only have to do the work once. You can find more information about all adjustable ad extensions in our blog on this topic.
8 tips for good ad texts in Google Ads
Your ad texts achieve many ad impressions, but the clicks and thus the purchases in the store are missing? Perhaps the reason lies in the way you communicate with your potential customers. Not every ad is equally well received by your target group - which makes it all the more important not only to be creative, but also to test your ideas and ads in the form of meaningful A/B tests. Do my potential customers jump at lurid texts or do they perhaps feel best served with questions? Do ads with specific offers go down particularly well, or does it perhaps make sense to adapt my text style to my female and male target groups? In the following, we've put together some tips that can help you turn your ads into top performers and boost your sales.
1. Creativity is important
Be creative and make the most of the limited number of characters. Avoid filler words and use strong verbs, numbers, characters, and time pressure instead. Here are some examples:
- Ad title 1: Buy shoes online - 20% discount
- Ad title 2: Free shipping today only
- Ad title 3: Schuhwelt.de
- URL path: www.schuhwelt.de/online/schuhe
- Description 1: Discover the latest trends and offers for shoes of all brands and sizes. Order now and save 20% on your first order.
- Description 2: Hurry up, the offer is valid today only! Take advantage of our free and fast shipping. Access now and secure your dream shoes.
The above ad texts are creative and make the best use of the character count. They use the keyword "buy shoes online" in the first ad title and in the description. They also address the needs and emotions of the target group, formulate a clear call to action, and generate attention through numbers, characters, and time pressure.
2. Address the needs of the user
Have you ever asked yourself what your potential buyers actually want from your ads? Recognize the needs and emotions of your target group and address them indirectly. Put the benefits of your offer in the foreground and, if necessary, use questions to create a dialogue. They may not only want to know about your low prices, but also about the benefits of using your product. Focus on the benefits for the customer and show them what they can expect when they click on your ad.
3. Focus on the keyword
Use the most important keyword in your first ad title and repeat it in the description. Make sure your keywords match the search query and what is expected on the landing page. A keyword that directs to an inappropriate landing page will result in high bounce rates. Read our blog"Understanding and sustainably improving bounce rates" to learn more about the topic if needed.
4. A clear call-to-action (CTA)
Formulate a clear call-to-action (CTA) that motivates the user to click. Use imperatives such as "Order now", "Learn more" or "Try for free". A clear call-to-action has a direct impact on your conversions and therefore on your sales.
5. Ongoing optimization
Segment your campaigns by different target groups, products or regions and adapt your ad texts in Google Ads accordingly. Test different variations of your ads and optimize them regularly. Ads are not meant to be set up once and never adjusted again. The best ads are optimized on an ongoing basis. You can read more about this in the blog"Why you should constantly optimize Google Ads campaigns".
6. Ripping formulations
Be lurid, but not misleading. Use strong words like "guaranteed," "exclusive," or "secret" to pique users' curiosity. But also make sure that your ads do not violate the guidelines of Google or other advertising networks - otherwise they may not be played at all and you will achieve the opposite.
7. Understand your target group
Speak the language of your target audience, using regional or industry-specific terms and phrases where appropriate. Avoid jargon or abbreviations that your potential customers may not understand right away. Depending on the target group, it can also make sense to write more female and more male ad texts and to play them out specifically to the different user groups.
8. Numbers, numbers, numbers!
Good ad texts in Google Ads attract a lot of attention through numbers! Because these not only convey information about your offers and prices, the eye also sticks to the characters like a distractor and thus attracts the attention of your target group. You can use this effect, for example, to communicate prices in your ads or to offer a discount. Statements such as "0 € shipping" can also be the deciding factor in why a user chooses your ad. Or try temporary time pressure by restricting offers and discounts to a certain period of time.
Conclusion
Of course, you don't have to implement all of these tips at once - feel free to use them as food for thought to gradually polish your ad copy in Google Ads. Our tip: Don't forget to run your ads performance-independent, so you can closely analyze the performance of each text and decide which text strategy your customers respond to best. Good ad copy is a significant lever for the success of your Google Ads campaigns, and therefore has an equally significant impact on the revenue you generate. If you want more tips on how to increase your online store sales, you are just one click away from the solution. Just follow the button below.
Sources:
https://www.netzproduzenten.de/blog/gute-anzeigentexte-fuer-adwords/
https://www.more-fire.com/blog/6-tipps-fuer-starke-adwords-anzeigentexte/
Speaker
Results
Your ads aren't working the way you want them to? Then try our tips and write your ad copy in a way that suits both you and your target audience.
Type in keywords, write a few lines and your store sales will increase thanks to paid search ads - unfortunately, it's not that easy! Especially when it comes to text, you can do a lot of things wrong and tempt potential buyers to click on your competitors' ads rather than landing in your store. That's why we'll explain below how good and effective ads should be structured and what tips you can use to get more out of your campaigns. Stay tuned!
Ad titles and descriptions - Ad text structure
Text ads at SEA providers like Google or Bing follow a fixed structure, which cannot be changed! The number of allowed characters must be respected in any case - otherwise you can not save your ideas and certainly not go live. For a long time, Google and Co. considered the so-called "Expanded Text Ads" (ETAS) as the basis of every campaign in the search network. These expanded text ads consist of up to three ad titles (maximum 30 characters) and two descriptions (maximum 90 characters). In addition, there are two paths of 15 characters each, which can be appended to the displayed URL.
When it comes to copywriting, advertisers must adhere to Google's so-called editorial guidelines, which Google says are intended to keep ad quality high for users. Thus, lurid statements, too many punctuation marks, or the capitalization of individual words such as "Order now FAST" are not permitted.
However, the end of the extended text ads has already been heralded - as early as June 30, 2022, Google will no longer allow you to create new extended text ads or edit existing texts. However, the ads will continue to be delivered and will be available with the associated reports. If the information in the ad title or description is no longer up to date, users only have the option of pausing the ads or reworking them in the new ad format of responsive ads.
Responsive ads as a special form
Long before the phasing out of extended text ads, Google launched the so-called responsive text ads. These simplify the creation of campaigns for users, because a large part of the control lies with Google itself. The ads can be compared with a construction kit, from which Google picks out exactly the combination of titles and descriptions (up to 3 ad titles and up to 2 descriptions) for each individual user query, which seems to be the most promising for this searcher. You save a lot of time, because instead of having to type a lot of single ads in different combinations, you only give Google a selection of ad titles (max. 30 characters) and descriptions (max. 90 characters), which can then be flexibly combined with each other. However, responsive ads do have one disadvantage: because of the flexible combination of titles, it is no longer possible to have texts that build on each other - instead, all the titles and descriptions you enter must also function separately from each other.
Be sure to add assets to ads
When it comes to Google Ads, you've probably heard of so-called assets (formerly ad extensions). These are also an important part of your ads and can help you to get the best performance out of your texts. With the assets you have the possibility to extend your ads with additional elements like a phone number, an address, a listing of your products and categories or your offers and discount codes. It has been proven that searchers prefer such information-rich ads and the click-through rates can be significantly higher when using assets. You can either set up the categories individually for each campaign or you can set them up at the account level so that you only have to do the work once. You can find more information about all adjustable ad extensions in our blog on this topic.
8 tips for good ad texts in Google Ads
Your ad texts achieve many ad impressions, but the clicks and thus the purchases in the store are missing? Perhaps the reason lies in the way you communicate with your potential customers. Not every ad is equally well received by your target group - which makes it all the more important not only to be creative, but also to test your ideas and ads in the form of meaningful A/B tests. Do my potential customers jump at lurid texts or do they perhaps feel best served with questions? Do ads with specific offers go down particularly well, or does it perhaps make sense to adapt my text style to my female and male target groups? In the following, we've put together some tips that can help you turn your ads into top performers and boost your sales.
1. Creativity is important
Be creative and make the most of the limited number of characters. Avoid filler words and use strong verbs, numbers, characters, and time pressure instead. Here are some examples:
- Ad title 1: Buy shoes online - 20% discount
- Ad title 2: Free shipping today only
- Ad title 3: Schuhwelt.de
- URL path: www.schuhwelt.de/online/schuhe
- Description 1: Discover the latest trends and offers for shoes of all brands and sizes. Order now and save 20% on your first order.
- Description 2: Hurry up, the offer is valid today only! Take advantage of our free and fast shipping. Access now and secure your dream shoes.
The above ad texts are creative and make the best use of the character count. They use the keyword "buy shoes online" in the first ad title and in the description. They also address the needs and emotions of the target group, formulate a clear call to action, and generate attention through numbers, characters, and time pressure.
2. Address the needs of the user
Have you ever asked yourself what your potential buyers actually want from your ads? Recognize the needs and emotions of your target group and address them indirectly. Put the benefits of your offer in the foreground and, if necessary, use questions to create a dialogue. They may not only want to know about your low prices, but also about the benefits of using your product. Focus on the benefits for the customer and show them what they can expect when they click on your ad.
3. Focus on the keyword
Use the most important keyword in your first ad title and repeat it in the description. Make sure your keywords match the search query and what is expected on the landing page. A keyword that directs to an inappropriate landing page will result in high bounce rates. Read our blog"Understanding and sustainably improving bounce rates" to learn more about the topic if needed.
4. A clear call-to-action (CTA)
Formulate a clear call-to-action (CTA) that motivates the user to click. Use imperatives such as "Order now", "Learn more" or "Try for free". A clear call-to-action has a direct impact on your conversions and therefore on your sales.
5. Ongoing optimization
Segment your campaigns by different target groups, products or regions and adapt your ad texts in Google Ads accordingly. Test different variations of your ads and optimize them regularly. Ads are not meant to be set up once and never adjusted again. The best ads are optimized on an ongoing basis. You can read more about this in the blog"Why you should constantly optimize Google Ads campaigns".
6. Ripping formulations
Be lurid, but not misleading. Use strong words like "guaranteed," "exclusive," or "secret" to pique users' curiosity. But also make sure that your ads do not violate the guidelines of Google or other advertising networks - otherwise they may not be played at all and you will achieve the opposite.
7. Understand your target group
Speak the language of your target audience, using regional or industry-specific terms and phrases where appropriate. Avoid jargon or abbreviations that your potential customers may not understand right away. Depending on the target group, it can also make sense to write more female and more male ad texts and to play them out specifically to the different user groups.
8. Numbers, numbers, numbers!
Good ad texts in Google Ads attract a lot of attention through numbers! Because these not only convey information about your offers and prices, the eye also sticks to the characters like a distractor and thus attracts the attention of your target group. You can use this effect, for example, to communicate prices in your ads or to offer a discount. Statements such as "0 € shipping" can also be the deciding factor in why a user chooses your ad. Or try temporary time pressure by restricting offers and discounts to a certain period of time.
Conclusion
Of course, you don't have to implement all of these tips at once - feel free to use them as food for thought to gradually polish your ad copy in Google Ads. Our tip: Don't forget to run your ads performance-independent, so you can closely analyze the performance of each text and decide which text strategy your customers respond to best. Good ad copy is a significant lever for the success of your Google Ads campaigns, and therefore has an equally significant impact on the revenue you generate. If you want more tips on how to increase your online store sales, you are just one click away from the solution. Just follow the button below.
Sources:
https://www.netzproduzenten.de/blog/gute-anzeigentexte-fuer-adwords/
https://www.more-fire.com/blog/6-tipps-fuer-starke-adwords-anzeigentexte/
Your ads aren't working the way you want them to? Then try our tips and write your ad copy in a way that suits both you and your target audience.
Type in keywords, write a few lines and your store sales will increase thanks to paid search ads - unfortunately, it's not that easy! Especially when it comes to text, you can do a lot of things wrong and tempt potential buyers to click on your competitors' ads rather than landing in your store. That's why we'll explain below how good and effective ads should be structured and what tips you can use to get more out of your campaigns. Stay tuned!
Ad titles and descriptions - Ad text structure
Text ads at SEA providers like Google or Bing follow a fixed structure, which cannot be changed! The number of allowed characters must be respected in any case - otherwise you can not save your ideas and certainly not go live. For a long time, Google and Co. considered the so-called "Expanded Text Ads" (ETAS) as the basis of every campaign in the search network. These expanded text ads consist of up to three ad titles (maximum 30 characters) and two descriptions (maximum 90 characters). In addition, there are two paths of 15 characters each, which can be appended to the displayed URL.
When it comes to copywriting, advertisers must adhere to Google's so-called editorial guidelines, which Google says are intended to keep ad quality high for users. Thus, lurid statements, too many punctuation marks, or the capitalization of individual words such as "Order now FAST" are not permitted.
However, the end of the extended text ads has already been heralded - as early as June 30, 2022, Google will no longer allow you to create new extended text ads or edit existing texts. However, the ads will continue to be delivered and will be available with the associated reports. If the information in the ad title or description is no longer up to date, users only have the option of pausing the ads or reworking them in the new ad format of responsive ads.
Responsive ads as a special form
Long before the phasing out of extended text ads, Google launched the so-called responsive text ads. These simplify the creation of campaigns for users, because a large part of the control lies with Google itself. The ads can be compared with a construction kit, from which Google picks out exactly the combination of titles and descriptions (up to 3 ad titles and up to 2 descriptions) for each individual user query, which seems to be the most promising for this searcher. You save a lot of time, because instead of having to type a lot of single ads in different combinations, you only give Google a selection of ad titles (max. 30 characters) and descriptions (max. 90 characters), which can then be flexibly combined with each other. However, responsive ads do have one disadvantage: because of the flexible combination of titles, it is no longer possible to have texts that build on each other - instead, all the titles and descriptions you enter must also function separately from each other.
Be sure to add assets to ads
When it comes to Google Ads, you've probably heard of so-called assets (formerly ad extensions). These are also an important part of your ads and can help you to get the best performance out of your texts. With the assets you have the possibility to extend your ads with additional elements like a phone number, an address, a listing of your products and categories or your offers and discount codes. It has been proven that searchers prefer such information-rich ads and the click-through rates can be significantly higher when using assets. You can either set up the categories individually for each campaign or you can set them up at the account level so that you only have to do the work once. You can find more information about all adjustable ad extensions in our blog on this topic.
8 tips for good ad texts in Google Ads
Your ad texts achieve many ad impressions, but the clicks and thus the purchases in the store are missing? Perhaps the reason lies in the way you communicate with your potential customers. Not every ad is equally well received by your target group - which makes it all the more important not only to be creative, but also to test your ideas and ads in the form of meaningful A/B tests. Do my potential customers jump at lurid texts or do they perhaps feel best served with questions? Do ads with specific offers go down particularly well, or does it perhaps make sense to adapt my text style to my female and male target groups? In the following, we've put together some tips that can help you turn your ads into top performers and boost your sales.
1. Creativity is important
Be creative and make the most of the limited number of characters. Avoid filler words and use strong verbs, numbers, characters, and time pressure instead. Here are some examples:
- Ad title 1: Buy shoes online - 20% discount
- Ad title 2: Free shipping today only
- Ad title 3: Schuhwelt.de
- URL path: www.schuhwelt.de/online/schuhe
- Description 1: Discover the latest trends and offers for shoes of all brands and sizes. Order now and save 20% on your first order.
- Description 2: Hurry up, the offer is valid today only! Take advantage of our free and fast shipping. Access now and secure your dream shoes.
The above ad texts are creative and make the best use of the character count. They use the keyword "buy shoes online" in the first ad title and in the description. They also address the needs and emotions of the target group, formulate a clear call to action, and generate attention through numbers, characters, and time pressure.
2. Address the needs of the user
Have you ever asked yourself what your potential buyers actually want from your ads? Recognize the needs and emotions of your target group and address them indirectly. Put the benefits of your offer in the foreground and, if necessary, use questions to create a dialogue. They may not only want to know about your low prices, but also about the benefits of using your product. Focus on the benefits for the customer and show them what they can expect when they click on your ad.
3. Focus on the keyword
Use the most important keyword in your first ad title and repeat it in the description. Make sure your keywords match the search query and what is expected on the landing page. A keyword that directs to an inappropriate landing page will result in high bounce rates. Read our blog"Understanding and sustainably improving bounce rates" to learn more about the topic if needed.
4. A clear call-to-action (CTA)
Formulate a clear call-to-action (CTA) that motivates the user to click. Use imperatives such as "Order now", "Learn more" or "Try for free". A clear call-to-action has a direct impact on your conversions and therefore on your sales.
5. Ongoing optimization
Segment your campaigns by different target groups, products or regions and adapt your ad texts in Google Ads accordingly. Test different variations of your ads and optimize them regularly. Ads are not meant to be set up once and never adjusted again. The best ads are optimized on an ongoing basis. You can read more about this in the blog"Why you should constantly optimize Google Ads campaigns".
6. Ripping formulations
Be lurid, but not misleading. Use strong words like "guaranteed," "exclusive," or "secret" to pique users' curiosity. But also make sure that your ads do not violate the guidelines of Google or other advertising networks - otherwise they may not be played at all and you will achieve the opposite.
7. Understand your target group
Speak the language of your target audience, using regional or industry-specific terms and phrases where appropriate. Avoid jargon or abbreviations that your potential customers may not understand right away. Depending on the target group, it can also make sense to write more female and more male ad texts and to play them out specifically to the different user groups.
8. Numbers, numbers, numbers!
Good ad texts in Google Ads attract a lot of attention through numbers! Because these not only convey information about your offers and prices, the eye also sticks to the characters like a distractor and thus attracts the attention of your target group. You can use this effect, for example, to communicate prices in your ads or to offer a discount. Statements such as "0 € shipping" can also be the deciding factor in why a user chooses your ad. Or try temporary time pressure by restricting offers and discounts to a certain period of time.
Conclusion
Of course, you don't have to implement all of these tips at once - feel free to use them as food for thought to gradually polish your ad copy in Google Ads. Our tip: Don't forget to run your ads performance-independent, so you can closely analyze the performance of each text and decide which text strategy your customers respond to best. Good ad copy is a significant lever for the success of your Google Ads campaigns, and therefore has an equally significant impact on the revenue you generate. If you want more tips on how to increase your online store sales, you are just one click away from the solution. Just follow the button below.
Sources:
https://www.netzproduzenten.de/blog/gute-anzeigentexte-fuer-adwords/
https://www.more-fire.com/blog/6-tipps-fuer-starke-adwords-anzeigentexte/
Your ads aren't working the way you want them to? Then try our tips and write your ad copy in a way that suits both you and your target audience.
Type in keywords, write a few lines and your store sales will increase thanks to paid search ads - unfortunately, it's not that easy! Especially when it comes to text, you can do a lot of things wrong and tempt potential buyers to click on your competitors' ads rather than landing in your store. That's why we'll explain below how good and effective ads should be structured and what tips you can use to get more out of your campaigns. Stay tuned!
Ad titles and descriptions - Ad text structure
Text ads at SEA providers like Google or Bing follow a fixed structure, which cannot be changed! The number of allowed characters must be respected in any case - otherwise you can not save your ideas and certainly not go live. For a long time, Google and Co. considered the so-called "Expanded Text Ads" (ETAS) as the basis of every campaign in the search network. These expanded text ads consist of up to three ad titles (maximum 30 characters) and two descriptions (maximum 90 characters). In addition, there are two paths of 15 characters each, which can be appended to the displayed URL.
When it comes to copywriting, advertisers must adhere to Google's so-called editorial guidelines, which Google says are intended to keep ad quality high for users. Thus, lurid statements, too many punctuation marks, or the capitalization of individual words such as "Order now FAST" are not permitted.
However, the end of the extended text ads has already been heralded - as early as June 30, 2022, Google will no longer allow you to create new extended text ads or edit existing texts. However, the ads will continue to be delivered and will be available with the associated reports. If the information in the ad title or description is no longer up to date, users only have the option of pausing the ads or reworking them in the new ad format of responsive ads.
Responsive ads as a special form
Long before the phasing out of extended text ads, Google launched the so-called responsive text ads. These simplify the creation of campaigns for users, because a large part of the control lies with Google itself. The ads can be compared with a construction kit, from which Google picks out exactly the combination of titles and descriptions (up to 3 ad titles and up to 2 descriptions) for each individual user query, which seems to be the most promising for this searcher. You save a lot of time, because instead of having to type a lot of single ads in different combinations, you only give Google a selection of ad titles (max. 30 characters) and descriptions (max. 90 characters), which can then be flexibly combined with each other. However, responsive ads do have one disadvantage: because of the flexible combination of titles, it is no longer possible to have texts that build on each other - instead, all the titles and descriptions you enter must also function separately from each other.
Be sure to add assets to ads
When it comes to Google Ads, you've probably heard of so-called assets (formerly ad extensions). These are also an important part of your ads and can help you to get the best performance out of your texts. With the assets you have the possibility to extend your ads with additional elements like a phone number, an address, a listing of your products and categories or your offers and discount codes. It has been proven that searchers prefer such information-rich ads and the click-through rates can be significantly higher when using assets. You can either set up the categories individually for each campaign or you can set them up at the account level so that you only have to do the work once. You can find more information about all adjustable ad extensions in our blog on this topic.
8 tips for good ad texts in Google Ads
Your ad texts achieve many ad impressions, but the clicks and thus the purchases in the store are missing? Perhaps the reason lies in the way you communicate with your potential customers. Not every ad is equally well received by your target group - which makes it all the more important not only to be creative, but also to test your ideas and ads in the form of meaningful A/B tests. Do my potential customers jump at lurid texts or do they perhaps feel best served with questions? Do ads with specific offers go down particularly well, or does it perhaps make sense to adapt my text style to my female and male target groups? In the following, we've put together some tips that can help you turn your ads into top performers and boost your sales.
1. Creativity is important
Be creative and make the most of the limited number of characters. Avoid filler words and use strong verbs, numbers, characters, and time pressure instead. Here are some examples:
- Ad title 1: Buy shoes online - 20% discount
- Ad title 2: Free shipping today only
- Ad title 3: Schuhwelt.de
- URL path: www.schuhwelt.de/online/schuhe
- Description 1: Discover the latest trends and offers for shoes of all brands and sizes. Order now and save 20% on your first order.
- Description 2: Hurry up, the offer is valid today only! Take advantage of our free and fast shipping. Access now and secure your dream shoes.
The above ad texts are creative and make the best use of the character count. They use the keyword "buy shoes online" in the first ad title and in the description. They also address the needs and emotions of the target group, formulate a clear call to action, and generate attention through numbers, characters, and time pressure.
2. Address the needs of the user
Have you ever asked yourself what your potential buyers actually want from your ads? Recognize the needs and emotions of your target group and address them indirectly. Put the benefits of your offer in the foreground and, if necessary, use questions to create a dialogue. They may not only want to know about your low prices, but also about the benefits of using your product. Focus on the benefits for the customer and show them what they can expect when they click on your ad.
3. Focus on the keyword
Use the most important keyword in your first ad title and repeat it in the description. Make sure your keywords match the search query and what is expected on the landing page. A keyword that directs to an inappropriate landing page will result in high bounce rates. Read our blog"Understanding and sustainably improving bounce rates" to learn more about the topic if needed.
4. A clear call-to-action (CTA)
Formulate a clear call-to-action (CTA) that motivates the user to click. Use imperatives such as "Order now", "Learn more" or "Try for free". A clear call-to-action has a direct impact on your conversions and therefore on your sales.
5. Ongoing optimization
Segment your campaigns by different target groups, products or regions and adapt your ad texts in Google Ads accordingly. Test different variations of your ads and optimize them regularly. Ads are not meant to be set up once and never adjusted again. The best ads are optimized on an ongoing basis. You can read more about this in the blog"Why you should constantly optimize Google Ads campaigns".
6. Ripping formulations
Be lurid, but not misleading. Use strong words like "guaranteed," "exclusive," or "secret" to pique users' curiosity. But also make sure that your ads do not violate the guidelines of Google or other advertising networks - otherwise they may not be played at all and you will achieve the opposite.
7. Understand your target group
Speak the language of your target audience, using regional or industry-specific terms and phrases where appropriate. Avoid jargon or abbreviations that your potential customers may not understand right away. Depending on the target group, it can also make sense to write more female and more male ad texts and to play them out specifically to the different user groups.
8. Numbers, numbers, numbers!
Good ad texts in Google Ads attract a lot of attention through numbers! Because these not only convey information about your offers and prices, the eye also sticks to the characters like a distractor and thus attracts the attention of your target group. You can use this effect, for example, to communicate prices in your ads or to offer a discount. Statements such as "0 € shipping" can also be the deciding factor in why a user chooses your ad. Or try temporary time pressure by restricting offers and discounts to a certain period of time.
Conclusion
Of course, you don't have to implement all of these tips at once - feel free to use them as food for thought to gradually polish your ad copy in Google Ads. Our tip: Don't forget to run your ads performance-independent, so you can closely analyze the performance of each text and decide which text strategy your customers respond to best. Good ad copy is a significant lever for the success of your Google Ads campaigns, and therefore has an equally significant impact on the revenue you generate. If you want more tips on how to increase your online store sales, you are just one click away from the solution. Just follow the button below.
Sources:
https://www.netzproduzenten.de/blog/gute-anzeigentexte-fuer-adwords/
https://www.more-fire.com/blog/6-tipps-fuer-starke-adwords-anzeigentexte/
Your ads aren't working the way you want them to? Then try our tips and write your ad copy in a way that suits both you and your target audience.
Type in keywords, write a few lines and your store sales will increase thanks to paid search ads - unfortunately, it's not that easy! Especially when it comes to text, you can do a lot of things wrong and tempt potential buyers to click on your competitors' ads rather than landing in your store. That's why we'll explain below how good and effective ads should be structured and what tips you can use to get more out of your campaigns. Stay tuned!
Ad titles and descriptions - Ad text structure
Text ads at SEA providers like Google or Bing follow a fixed structure, which cannot be changed! The number of allowed characters must be respected in any case - otherwise you can not save your ideas and certainly not go live. For a long time, Google and Co. considered the so-called "Expanded Text Ads" (ETAS) as the basis of every campaign in the search network. These expanded text ads consist of up to three ad titles (maximum 30 characters) and two descriptions (maximum 90 characters). In addition, there are two paths of 15 characters each, which can be appended to the displayed URL.
When it comes to copywriting, advertisers must adhere to Google's so-called editorial guidelines, which Google says are intended to keep ad quality high for users. Thus, lurid statements, too many punctuation marks, or the capitalization of individual words such as "Order now FAST" are not permitted.
However, the end of the extended text ads has already been heralded - as early as June 30, 2022, Google will no longer allow you to create new extended text ads or edit existing texts. However, the ads will continue to be delivered and will be available with the associated reports. If the information in the ad title or description is no longer up to date, users only have the option of pausing the ads or reworking them in the new ad format of responsive ads.
Responsive ads as a special form
Long before the phasing out of extended text ads, Google launched the so-called responsive text ads. These simplify the creation of campaigns for users, because a large part of the control lies with Google itself. The ads can be compared with a construction kit, from which Google picks out exactly the combination of titles and descriptions (up to 3 ad titles and up to 2 descriptions) for each individual user query, which seems to be the most promising for this searcher. You save a lot of time, because instead of having to type a lot of single ads in different combinations, you only give Google a selection of ad titles (max. 30 characters) and descriptions (max. 90 characters), which can then be flexibly combined with each other. However, responsive ads do have one disadvantage: because of the flexible combination of titles, it is no longer possible to have texts that build on each other - instead, all the titles and descriptions you enter must also function separately from each other.
Be sure to add assets to ads
When it comes to Google Ads, you've probably heard of so-called assets (formerly ad extensions). These are also an important part of your ads and can help you to get the best performance out of your texts. With the assets you have the possibility to extend your ads with additional elements like a phone number, an address, a listing of your products and categories or your offers and discount codes. It has been proven that searchers prefer such information-rich ads and the click-through rates can be significantly higher when using assets. You can either set up the categories individually for each campaign or you can set them up at the account level so that you only have to do the work once. You can find more information about all adjustable ad extensions in our blog on this topic.
8 tips for good ad texts in Google Ads
Your ad texts achieve many ad impressions, but the clicks and thus the purchases in the store are missing? Perhaps the reason lies in the way you communicate with your potential customers. Not every ad is equally well received by your target group - which makes it all the more important not only to be creative, but also to test your ideas and ads in the form of meaningful A/B tests. Do my potential customers jump at lurid texts or do they perhaps feel best served with questions? Do ads with specific offers go down particularly well, or does it perhaps make sense to adapt my text style to my female and male target groups? In the following, we've put together some tips that can help you turn your ads into top performers and boost your sales.
1. Creativity is important
Be creative and make the most of the limited number of characters. Avoid filler words and use strong verbs, numbers, characters, and time pressure instead. Here are some examples:
- Ad title 1: Buy shoes online - 20% discount
- Ad title 2: Free shipping today only
- Ad title 3: Schuhwelt.de
- URL path: www.schuhwelt.de/online/schuhe
- Description 1: Discover the latest trends and offers for shoes of all brands and sizes. Order now and save 20% on your first order.
- Description 2: Hurry up, the offer is valid today only! Take advantage of our free and fast shipping. Access now and secure your dream shoes.
The above ad texts are creative and make the best use of the character count. They use the keyword "buy shoes online" in the first ad title and in the description. They also address the needs and emotions of the target group, formulate a clear call to action, and generate attention through numbers, characters, and time pressure.
2. Address the needs of the user
Have you ever asked yourself what your potential buyers actually want from your ads? Recognize the needs and emotions of your target group and address them indirectly. Put the benefits of your offer in the foreground and, if necessary, use questions to create a dialogue. They may not only want to know about your low prices, but also about the benefits of using your product. Focus on the benefits for the customer and show them what they can expect when they click on your ad.
3. Focus on the keyword
Use the most important keyword in your first ad title and repeat it in the description. Make sure your keywords match the search query and what is expected on the landing page. A keyword that directs to an inappropriate landing page will result in high bounce rates. Read our blog"Understanding and sustainably improving bounce rates" to learn more about the topic if needed.
4. A clear call-to-action (CTA)
Formulate a clear call-to-action (CTA) that motivates the user to click. Use imperatives such as "Order now", "Learn more" or "Try for free". A clear call-to-action has a direct impact on your conversions and therefore on your sales.
5. Ongoing optimization
Segment your campaigns by different target groups, products or regions and adapt your ad texts in Google Ads accordingly. Test different variations of your ads and optimize them regularly. Ads are not meant to be set up once and never adjusted again. The best ads are optimized on an ongoing basis. You can read more about this in the blog"Why you should constantly optimize Google Ads campaigns".
6. Ripping formulations
Be lurid, but not misleading. Use strong words like "guaranteed," "exclusive," or "secret" to pique users' curiosity. But also make sure that your ads do not violate the guidelines of Google or other advertising networks - otherwise they may not be played at all and you will achieve the opposite.
7. Understand your target group
Speak the language of your target audience, using regional or industry-specific terms and phrases where appropriate. Avoid jargon or abbreviations that your potential customers may not understand right away. Depending on the target group, it can also make sense to write more female and more male ad texts and to play them out specifically to the different user groups.
8. Numbers, numbers, numbers!
Good ad texts in Google Ads attract a lot of attention through numbers! Because these not only convey information about your offers and prices, the eye also sticks to the characters like a distractor and thus attracts the attention of your target group. You can use this effect, for example, to communicate prices in your ads or to offer a discount. Statements such as "0 € shipping" can also be the deciding factor in why a user chooses your ad. Or try temporary time pressure by restricting offers and discounts to a certain period of time.
Conclusion
Of course, you don't have to implement all of these tips at once - feel free to use them as food for thought to gradually polish your ad copy in Google Ads. Our tip: Don't forget to run your ads performance-independent, so you can closely analyze the performance of each text and decide which text strategy your customers respond to best. Good ad copy is a significant lever for the success of your Google Ads campaigns, and therefore has an equally significant impact on the revenue you generate. If you want more tips on how to increase your online store sales, you are just one click away from the solution. Just follow the button below.
Sources:
https://www.netzproduzenten.de/blog/gute-anzeigentexte-fuer-adwords/
https://www.more-fire.com/blog/6-tipps-fuer-starke-adwords-anzeigentexte/
How to Write Good Ad Copy in Google Ads
Your ads aren't working the way you want them to? Then try our tips and write your ad copy in a way that suits both you and your target audience.
Type in keywords, write a few lines and your store sales will increase thanks to paid search ads - unfortunately, it's not that easy! Especially when it comes to text, you can do a lot of things wrong and tempt potential buyers to click on your competitors' ads rather than landing in your store. That's why we'll explain below how good and effective ads should be structured and what tips you can use to get more out of your campaigns. Stay tuned!
Ad titles and descriptions - Ad text structure
Text ads at SEA providers like Google or Bing follow a fixed structure, which cannot be changed! The number of allowed characters must be respected in any case - otherwise you can not save your ideas and certainly not go live. For a long time, Google and Co. considered the so-called "Expanded Text Ads" (ETAS) as the basis of every campaign in the search network. These expanded text ads consist of up to three ad titles (maximum 30 characters) and two descriptions (maximum 90 characters). In addition, there are two paths of 15 characters each, which can be appended to the displayed URL.
When it comes to copywriting, advertisers must adhere to Google's so-called editorial guidelines, which Google says are intended to keep ad quality high for users. Thus, lurid statements, too many punctuation marks, or the capitalization of individual words such as "Order now FAST" are not permitted.
However, the end of the extended text ads has already been heralded - as early as June 30, 2022, Google will no longer allow you to create new extended text ads or edit existing texts. However, the ads will continue to be delivered and will be available with the associated reports. If the information in the ad title or description is no longer up to date, users only have the option of pausing the ads or reworking them in the new ad format of responsive ads.
Responsive ads as a special form
Long before the phasing out of extended text ads, Google launched the so-called responsive text ads. These simplify the creation of campaigns for users, because a large part of the control lies with Google itself. The ads can be compared with a construction kit, from which Google picks out exactly the combination of titles and descriptions (up to 3 ad titles and up to 2 descriptions) for each individual user query, which seems to be the most promising for this searcher. You save a lot of time, because instead of having to type a lot of single ads in different combinations, you only give Google a selection of ad titles (max. 30 characters) and descriptions (max. 90 characters), which can then be flexibly combined with each other. However, responsive ads do have one disadvantage: because of the flexible combination of titles, it is no longer possible to have texts that build on each other - instead, all the titles and descriptions you enter must also function separately from each other.
Be sure to add assets to ads
When it comes to Google Ads, you've probably heard of so-called assets (formerly ad extensions). These are also an important part of your ads and can help you to get the best performance out of your texts. With the assets you have the possibility to extend your ads with additional elements like a phone number, an address, a listing of your products and categories or your offers and discount codes. It has been proven that searchers prefer such information-rich ads and the click-through rates can be significantly higher when using assets. You can either set up the categories individually for each campaign or you can set them up at the account level so that you only have to do the work once. You can find more information about all adjustable ad extensions in our blog on this topic.
8 tips for good ad texts in Google Ads
Your ad texts achieve many ad impressions, but the clicks and thus the purchases in the store are missing? Perhaps the reason lies in the way you communicate with your potential customers. Not every ad is equally well received by your target group - which makes it all the more important not only to be creative, but also to test your ideas and ads in the form of meaningful A/B tests. Do my potential customers jump at lurid texts or do they perhaps feel best served with questions? Do ads with specific offers go down particularly well, or does it perhaps make sense to adapt my text style to my female and male target groups? In the following, we've put together some tips that can help you turn your ads into top performers and boost your sales.
1. Creativity is important
Be creative and make the most of the limited number of characters. Avoid filler words and use strong verbs, numbers, characters, and time pressure instead. Here are some examples:
- Ad title 1: Buy shoes online - 20% discount
- Ad title 2: Free shipping today only
- Ad title 3: Schuhwelt.de
- URL path: www.schuhwelt.de/online/schuhe
- Description 1: Discover the latest trends and offers for shoes of all brands and sizes. Order now and save 20% on your first order.
- Description 2: Hurry up, the offer is valid today only! Take advantage of our free and fast shipping. Access now and secure your dream shoes.
The above ad texts are creative and make the best use of the character count. They use the keyword "buy shoes online" in the first ad title and in the description. They also address the needs and emotions of the target group, formulate a clear call to action, and generate attention through numbers, characters, and time pressure.
2. Address the needs of the user
Have you ever asked yourself what your potential buyers actually want from your ads? Recognize the needs and emotions of your target group and address them indirectly. Put the benefits of your offer in the foreground and, if necessary, use questions to create a dialogue. They may not only want to know about your low prices, but also about the benefits of using your product. Focus on the benefits for the customer and show them what they can expect when they click on your ad.
3. Focus on the keyword
Use the most important keyword in your first ad title and repeat it in the description. Make sure your keywords match the search query and what is expected on the landing page. A keyword that directs to an inappropriate landing page will result in high bounce rates. Read our blog"Understanding and sustainably improving bounce rates" to learn more about the topic if needed.
4. A clear call-to-action (CTA)
Formulate a clear call-to-action (CTA) that motivates the user to click. Use imperatives such as "Order now", "Learn more" or "Try for free". A clear call-to-action has a direct impact on your conversions and therefore on your sales.
5. Ongoing optimization
Segment your campaigns by different target groups, products or regions and adapt your ad texts in Google Ads accordingly. Test different variations of your ads and optimize them regularly. Ads are not meant to be set up once and never adjusted again. The best ads are optimized on an ongoing basis. You can read more about this in the blog"Why you should constantly optimize Google Ads campaigns".
6. Ripping formulations
Be lurid, but not misleading. Use strong words like "guaranteed," "exclusive," or "secret" to pique users' curiosity. But also make sure that your ads do not violate the guidelines of Google or other advertising networks - otherwise they may not be played at all and you will achieve the opposite.
7. Understand your target group
Speak the language of your target audience, using regional or industry-specific terms and phrases where appropriate. Avoid jargon or abbreviations that your potential customers may not understand right away. Depending on the target group, it can also make sense to write more female and more male ad texts and to play them out specifically to the different user groups.
8. Numbers, numbers, numbers!
Good ad texts in Google Ads attract a lot of attention through numbers! Because these not only convey information about your offers and prices, the eye also sticks to the characters like a distractor and thus attracts the attention of your target group. You can use this effect, for example, to communicate prices in your ads or to offer a discount. Statements such as "0 € shipping" can also be the deciding factor in why a user chooses your ad. Or try temporary time pressure by restricting offers and discounts to a certain period of time.
Conclusion
Of course, you don't have to implement all of these tips at once - feel free to use them as food for thought to gradually polish your ad copy in Google Ads. Our tip: Don't forget to run your ads performance-independent, so you can closely analyze the performance of each text and decide which text strategy your customers respond to best. Good ad copy is a significant lever for the success of your Google Ads campaigns, and therefore has an equally significant impact on the revenue you generate. If you want more tips on how to increase your online store sales, you are just one click away from the solution. Just follow the button below.
Sources:
https://www.netzproduzenten.de/blog/gute-anzeigentexte-fuer-adwords/
https://www.more-fire.com/blog/6-tipps-fuer-starke-adwords-anzeigentexte/
