Get More Conversions In Google Ads With This Ad Copy Strategy

Oct 19, 2023

Despite the introduction of new features like Performance Max and the anticipated launch of Demand Gen, the core objective of Google Ads remains unchanged: matching the user's search query with the most relevant ad and landing page. This principle is critical because Google's success hinges on the quality of the ads and landing pages it presents. If users encounter low-quality content, their engagement with the ads drops, which in turn affects Google's main revenue stream.

Crafting Highly Relevant Ad Copy

Creating ad copy that resonates with your target audience is vital for improving campaign performance in Google Ads. Here's how you can craft ad copy that not only attracts but also converts:

Understand User Intent

  • Identify Search Intent: Analyze common search queries to understand what users are truly looking for. Are they in research mode, or are they ready to buy? Tailoring your ad copy to meet these specific needs increases relevance.
  • Use of Long-Tail Keywords: Incorporate long-tail keywords in your ad copy. These keywords are more specific, less competitive, and better at capturing precise user intent, leading to higher conversion rates.

Craft Headlines That Capture Attention

  • Prioritize Clarity and Relevance: Your headlines should clearly reflect the user's search intent and include the main keyword to ensure relevance. This alignment increases the chances that your ad resonates with the target audience.
  • Use Numbers and Statistics: Incorporate numbers, percentages, or data points to make headlines more eye-catching. For example, "Save 20% on All Laptops This Weekend" is more compelling than "Laptop Sale This Weekend."

Develop Engaging and Persuasive Body Text

  • Highlight Benefits Over Features: While it's important to mention product features, focusing on how those features benefit the user tends to drive more engagement. For example, instead of "10 GB RAM Laptop," you could say "Experience Lightning-Fast Processing with 10 GB RAM."
  • Include Emotional Appeals: Connect emotionally with your audience by addressing common pain points or desires. Phrases like "Find Your Dream Home Today" or "Step into a Pain-Free Life" can be powerful.
  • Incorporate Urgency and Scarcity: Use language that conveys urgency or scarcity to encourage immediate action. Terms like "limited-time offer," "while supplies last," or "offer ends soon" can increase the click-through rate.

Effective Use of Call-to-Action (CTA)

  • Be Direct and Action-Oriented: Your CTA should be direct and tell users exactly what action you want them to take. Use verbs like "Buy," "Register," "Call," or "Download" to make it clear and actionable.
  • Offer Value in Your CTA: Make sure your CTA offers something valuable. If clicking the ad gives access to an exclusive deal, free trial, or gift, highlight that in the CTA. For example, "Sign Up and Get a Free E-Book" directly tells the user what they'll gain.

Utilizing FOMO (Fear of Missing Out)

  • Highlight Exclusive Offers: Mention exclusivity to make the audience feel they are getting a special deal that's not available to everyone.
  • Show Popularity: Indicating that a product is popular and widely used can persuade others to act. Phrases like "Join thousands who have already signed up" can be very effective.

Structuring Ad Groups for Maximum Relevance

  • Thematic Grouping: Group your keywords based on specific themes or topics. This approach ensures that the ads and landing pages linked to these keywords are highly relevant to the user's query. For example, an electronics retailer might have separate ad groups for "smartphones", "laptops", and "camera accessories".
  • Narrow Ad Groups: Create narrow ad groups with a small set of closely related keywords. This prevents overlap among ad groups, which can dilute ad relevance and lower the quality score. Aim for about 5-20 keywords per ad group depending on the complexity of your product or service.

Keyword Selection and Management

  • Keyword Match Types: Utilize different keyword match types (broad, phrase, exact) strategically to balance reach and relevance. Exact match keywords trigger ads for the specific phrase and very close variants, ensuring high relevance but limited reach. Broad match can reach a wider audience but requires careful monitoring to avoid irrelevant traffic.
  • Use of Negative Keywords: Regularly update your negative keyword list to exclude terms that attract irrelevant traffic. This improves campaign efficiency and reduces wasted spend. For instance, if you sell new laptops, you might add "used" or "second-hand" as negative keywords.
  • Keyword Research Tools: Leverage tools like Google’s Keyword Planner to find new keyword opportunities and gain insights into search volumes and trends. This can help you anticipate market shifts and adjust your keyword strategies accordingly. 
  • 👉 How To Find The Best Keywords For Google Ads 

Optimization and Refinement

  • Quality Score Monitoring: Keep an eye on the quality score of each keyword. This metric reflects the relevance of your keywords, ads, and landing pages to the user. A higher quality score often leads to lower cost-per-click (CPC) and better ad positioning.
  • Refine Based on Performance: Analyze performance data to identify which keywords and ad groups are driving conversions and which are underperforming. Optimize by adjusting bids, pausing low performers, and scaling up successful elements.
  • Seasonal Adjustments: Consider the seasonality of search behavior. Adjust your keywords and ad groups for seasonal products or services to capture increased traffic during peak times.

Advanced Tactics

  • Dynamic Keyword Insertion (DKI): Use DKI to automatically insert keywords into your ad text, making it more relevant to the user's search query. This can increase ad relevancy and improve click-through rates. 
  • SKAGs (Single Keyword Ad Groups): Some advertisers find success by dedicating each ad group to a single keyword. This allows for highly targeted ad copy and landing pages, potentially increasing the ad’s performance.

By focusing on these detailed aspects of keyword and ad group structure, Google Ads campaigners can significantly enhance the relevance and effectiveness of their ads, leading to improved campaign results and higher conversion rates.

This process is an integral part of my Google Ads Optimization Checklist, which I've recently updated for service-based businesses. If you're interested in obtaining a copy of my newly released Optimization Checklist, please check out my YouTube video below.