How to Write Good AdWords Copy

Table of Contents

    Make Ads as Targeted and Specific as Possible

    Before you begin drafting your ads you need to make sure you have your Paid Search Campaign set up in the optimal way so that you can create the most effective ads possible. 95 characters and a 35 character display URL can only go so far – you don’t have much real estate to work with, so don’t try to advertise your full range in one tiny Google search text ad. Break your campaigns down as much as possible – use as many Ad Groups as you need – break them down by product/service group, by brand, by occasion – whatever best suits your particular range. From there test out as many ads as you can within each group – create a number of ads for each product and test to see which ones work best.


    If you’re used to writing or reading traditional advertising copy, it can be tempting to use the headline to promote your brand name, but that’s not what sells in AdWords ad copy. What makes AdWords so fundamentally different from traditional advertising is that they are rarely, if ever, an exercise in branding. For some ads your brand name may only appear as part of the display URL, and that’s perfectly fine. Instead your headline should contain the keywords you are targeting with your ads. The more words users can see in your ad that are relevant to their searches, the greater the chance they will click on your ad. Dynamic Keyword Insertion is a good tool to use in the headline for this reason. This will generate the headline of your ad using the exact phrase the user typed into Google, making it look like your ad is exactly what they’re looking for. It also allows you to choose another headline that will be used if the user’s search query is longer than 25 characters. To set up Dynamic Keyword Insertion simply use this text, including the brackets, and type your chosen default headline in place of the red text: {KeyWord: Default Headline Here}

    What Do You Offer?

    Further to point one, you may be wondering how many ways you can write about the one product or product group – what should you talk about in the different ads? A good thing to focus content on is the unique selling point (USP) or unique value proposition (UVP) of your range of products or services. In other words, why should potential customers click on your ad and not on the competitors listed below or above you. You can even go so far as to make a different ad for each USP (if there’s more than one) and test for the copy that gets the most clicks. Examples of USPs or UVPs could include:

    • Same day quotes/shipping
    • Widest range in
    • Award-winning
    • Free delivery and returns
    • 150+ years experience

    What Will Your Customers Get?

    As well as the main things you can offer, your ads should also focus on what your customers would gain from buying your product or service. This may seem similar to the previous point on first sight, but there is a difference. Get inside the mind of your target audience and include benefits that appeal to their specific needs and priorities. Ideally you should have a persona in mind of your target customer when drafting your ad copy, including for example their age, gender, social status, marital status, if they have kids, where they might work, where they might live (suburb vs. city) etc. Use this to determine the most important benefits your product or service could bring to their lives. As with the UVP you can make different ads for a number of benefits and test which gets the most clicks. Benefits could include things like:

    • Keep your family safe
    • Avoid lengthy queues
    • Protect your home from thieves
    • Lose weight and keep it off
    • See results immediately

    Call to action

    Tell customers in no uncertain terms what they need to do next – should they buy now, call you, request a quote, visit your showroom, view your range online – what are the next steps they need to take along the road to buying your product or service in order to improve their lives. As well as the above suggestions, include calls to action with specific incentives, such as:

    • Buy online and save 20%
    • Order before 1pm, same day delivery
    • Free shipping today. Order Now!
    • Buy one get one free in July
    • Also include words like today, now, immediately, limited etc.

    Social Proof

    Ultimately, customers want to feel like they’re making a good decision by picking you, and that they won’t be let down. They want to know that you have an established and satisfied client base already. Don’t be afraid to boast – let them know you have 5000+ monthly clients, 20,000 registered users or you’re the preferred physio for the state footie team etc.

    Display URL & Destination URL

    The display URL can be used in a number of different ways:

    • To further prove the relevance of the ad to customers – by putting the target keyword in the URL – Dynamic Keyword Insertion can also be used in this instance, provided the keyword is short enough –{KeyWord:TargetKeyword}
    • To further highlight your USP – reiterating why your customers should click your ad –
    • To further highlight the benefits to customers –
    • To highlight your call to action or incentive – ShippingOffer

    However – when doing this make sure the landing page used as the destination URL mentions the offer promised in your ad, or face the wrath of low conversions, a high bounce rate, and a low AdWords quality score.

    Share this Article

    Read On

    Continue reading with these related posts:

    1000 Negative Keyword List

    The Ultimate 1000 Word Negative Keyword List

    Have you heard your Marketing Team mention "negative keywords" in your Google Ads campaigns? Don't...

    Back to Basics: The Key Differences Between SEM, SEO & PPC

    In the digital realm of online marketing and Google Ads, there is a myriad of...

    Latest Posts

    Picture of phone next to icons of social media marketing apps.

    The Top 5 Social Media Management Tools You Need To Grow Online

    Google Search Console.

    Your 2021 Guide to Google Search Console

    Free keyword search volume tools.

    5 Free Tools to Find Data on Keyword Search Volume