Want to Learn How to Write Google Ads? Read On…
This isn’t “Mad Men” that cool TV show depicting ad agency life in the 1960s. So you don’t need to be Don Draper to write effective Google text ads. Instead, you just need to…
Start with the basics:
Every text ad has four elements, and each element has its very own goal (and character limit):
- Headline: make it interesting and relevant to your prospects (up to 25 characters);
- Benefit statement: why should prospects use your services? (up to 35 characters);
- Call to action or key feature: convince them to act now! (up to 35 characters);
- URL: where do you want to send prospects? Hint: don’t send them to your homepage.
For example, let’s take a look at how Google advertises its own services using text ads… since they should know what they’re doing right?
- Google Search Advertising
- Get Qualified Visitors to Your Site
- Place Your Ad on Google Today!
- www.Google.com/AdWords
- Google Marketing
- Online Marketing Was Never So Easy
- Market Your Business on Google Now
- www.Google.com/AdWords
We’ve added numbers to correspond to each text ad element (aren’t we helpful?)
See how Google marketing folks have written each of the ad elements in these text ads? That’s what you want to do. Not impressed? Trust me that each element in these ads has been carefully crafted to maximize you clicking… if you’re a prospect!
Now it’s your turn.
Here’s what to keep in mind when writing each element of your own text ads.
The all important headline
Your headline has a big job. Namely, to break through the search results clutter and grab the attention of prospects before they move on. Did I mention that you only have a split-second to do that? Clear, concise, and engaging headlines work best. And when in doubt use keywords since those reflect what your prospects are actually searching for!
Your benefits statement… it’s not all about you (sorry!)
Everyone likes to talk about themselves. I sure do. But your customers actually care about themselves more than they do about you. Keep that in mind when writing your benefit statement. For example, why should prospects use your services? Maybe they’ll look beautiful and feel good too. Or make tons more money. How about impress their friends and family? Now those are benefits!
Give them a good reason to act now!
Congrats on getting them to notice your headline and for hitting the “me” button with your benefit statement. Now it’s time to say why you’re unique and drive them to action. How about: “Free Quote and Overnight Delivery” or “100% Organic but Supplies Limited”. You get the idea!
What about your URL?
Did you know that the URL is the second most visible element in your text ads (after your headline)? It’s true! So make sure and capitalize the first letter in each word of your URL so it’s easier to read. And if you’re sending prospect to a landing page (smart!) that has a long URL… then take advantage of the fact that Google lets you display a special shortened URL.
Some other comments and helpful stuff
Remember, you still need to find out what works best given your prospects, products, and competition! Try different headlines, benefits, and calls-to-action. And don’t be stingy in using keywords in your text ads when you can. The bottom line: just keep testing which text ads and ad elements generate the most clicks from your prospects.
Want to learn more? Here are some helpful blog posts to keep you moving down the path from novice to “Mad Man”.
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And don’t forget we’re here to help. Always feel free to give us a call at 888-330-3236.



