The Art of Persuasion: Writing Google Ads Ad Copy That Converts

By Cian Feehan

Writing effective ad copy is crucial for the success of any Google Ads campaign. Your ad copy is what users see when they see your ad, so it’s important to make it compelling and relevant. The right ad copy can persuade users to click on your ad and visit your website, ultimately leading to more conversions and a higher return on investment (ROI).

So, how can you go about writing Google Ads ad copy that converts? Here are a few key tips to keep in mind:

1.  Start by understanding your target audience. Before you start writing your ad copy, it’s important to have a clear understanding of who you are trying to reach. What are their needs and interests? What motivates them to take action? By understanding your target audience, you can tailor your ad copy to speak directly to them. To help you understand your audience start by answering the following questions:

a. Who are you trying to reach with your advertising?
b. What are the demographics of your target audience (age, gender, income, education level, etc.)?
c. What are their interests and needs?
What motivates them to take action?
d. What are their pain points or challenges?
e. What are their goals and aspirations?
f. How do they typically research and make purchasing decisions?
g. Where do they spend their time online?
h. What type of language and tone resonates with them?
i. How can your products or services solve their problems or meet their needs?

2.  Focus on the benefits, not just the features. When writing your ad copy, it’s important to focus on the benefits of your products or services rather than just listing their features. Why should users care about what you have to offer? What problem does it solve for them? By highlighting the benefits, you can persuade users to take the next step and visit your website.

To help clarify the benefits of your product/service try starting with the following questions:

a. What problem does your product or service solve for your customers?
b. How does your product or service improve your customers’ lives or businesses?
c. What unique features or benefits does your product or service offer?
d. How is your product or service different from the competition?
e. How does your product or service save your customers time or money?
f. What results or outcomes can your customers expect when using your product or service?
g. How does your product or service meet your customers’ needs or desires?
h. What testimonials or social proof do you have to support the benefits of your product or service?
i. What guarantees or assurances can you offer to support the benefits of your product or service?
j. How can you demonstrate the value of your product or service through case studies or examples?

By answering these questions, you can clarify the benefits of your product or service and communicate them effectively in your ad copy.

3. Use strong and actionable language. Your ad copy should be strong and actionable, with a clear call to action that encourages users to take the next step. Use verbs like “sign-up,” “learn more,” or “buy now” to make it clear what you want users to do.

4. Make it relevant and specific. The more relevant and specific your ad copy is, the more likely it is to resonate with users and persuade them to take action. Use specific details and examples to make your ad copy more relatable and persuasive.

5. Test, test, test. The only way to know for sure what works and what doesn’t is to test different versions of your ad copy. Use tools like Google’s A/B testing feature to try out different headlines, descriptions, and calls to action, and see which ones perform the best.

 

In summary:

1. Start by understanding your target audience and what motivates them to take action.
2. Focus on the benefits of your products or services, not just the features.
3. Use strong and actionable language with a clear call to action.
4. Make your ad copy relevant and specific, using details and examples to make it more relatable and persuasive.
5. Test different versions of your ad copy to see which ones perform the best.

 

DON’T:

1. Don’t use vague or general language that doesn’t speak directly to your target audience.
2. Don’t neglect the call to action – make it clear what you want users to do.
3. Don’t stuff your ad copy with too many keywords – this can make it appear spammy and may lead to a lower quality score.
4. Don’t neglect the mobile experience – make sure your ad copy is easy to read and understand on a small screen.
5. Don’t ignore the importance of testing – it’s the only way to know for sure what works and what doesn’t.

 

By following these tips, you can write Google Ads ad copy that is compelling, relevant, and persuasive, ultimately leading to more conversions and a higher ROI. Remember, the art of persuasion is all about understanding your audience and crafting a message that speaks directly to their needs and motivations. By tailoring your ad copy to your target audience, you can effectively persuade them to take action and visit your website.