Writing Compelling Copy for Google Ads is Tough. Here’s How to Make It Easier
With some 5.6 billion Google searches every single day, the potential power of the search engine is undeniable. Yet unless you want to spend years building up your blog from scratch to increase your ranking on Google, you'll have to try other methods to move up.
This is why so many companies look to investing in Google ads to bolster awareness, sales, and more for their brand. Here's the thing, though: writing Google ads, or any other type of pay-per-click ad, is hard as hell -- mainly because the writer only has a few words or sentences to convince a stranger to take action.
That said, there are a handful of simple tips you can apply to your copy to make your advertisements outperform the vast majority of competing ads on Google. Here are four of them.
1. Create a buyer persona, then appeal to that person's emotions.
Once your audience targeting and goals are set up, you need to create what's called a buyer persona. This is a semi-fictional character that represents your ideal customer. For instance, if you're selling surfboards, your buyer persona might be Rocky, a male school teacher in his mid-30s who lives in Ventura, California.
Once you have developed a buyer persona, begin to list the things in life this character values most, along with the biggest pain points and struggles they face. This will help you decide how exactly to solve these problems in a language your target audience is most comfortable with.
Last, appeal to the emotions of your buyer persona as opposed to listing the many technical features your product or service has. Focus on how the product will make the reader feel, or how the product will get them closer to fulfilling their deepest desires.
2. Treat your ad like a headline.
Next, begin approaching your Google ads the same way you would a headline on an article, blog post, or email newsletter.
To become a great headline writer, I always recommend starting with three things. The first is simply to study the competition, and to keep in mind even the best copywriters spend a huge amount of time toiling over headlines. Many copywriters say they spend as much time thinking of a killer headline as they do actually writing the article or resource itself.
The next tip is to read some of Copyblogger's resources on writing headlines, and to take Len Smith's Udemy course. These places are actually where I learned how to write headlines when I first started publishing content online.
The last strategy is an exercise. Pretend for a second that your life depended on whether a complete stranger decided to click through on your headline. By "increasing the stakes" through exercises like this, you'll begin to understand the significance of headlines.
3. Measure the effectiveness of the page you're driving traffic to.
You could write the most compelling Google ad on planet earth, but if the page you're driving traffic to is poorly structured, your company won't see the results you're looking for.
This is why you need to optimize the page you're sending viewers to. Is the copy optimized and enticing? Is the imagery solid or corny? Is your product or service too overpriced?
The easiest way to start measuring is by using heat mapping tools like Crazy Egg or ClickTale, which tell you exactly which parts of your landing page the majority of users are spending their time on and the areas they aren't.
For instance, if you notice users are scrolling down your page and reading most of the content, but aren't converting at the very bottom, consider experimenting with different offerings, like a reduced price or free ebook .
4. Always be testing.
The secret to effective advertising is to never stop testing their effectiveness. Whether it's trying different images, alternate verbiage, appealing to a different emotion or something else entirely, you always need to be sharpening your sword.
The reality is, no matter how well you know your core audience, things never stop changing across the advertising landscape. In order to get a step ahead of your competition, you have to be willing to experiment, and then double-down on whatever is working best.
Writing top-tier Google ads is no easy task. Even the best copywriters in the world don't have all the answers. Despite the level of difficulty though, by putting the tips in this article to good use, you'll almost certainly be two steps ahead of your competitors in 2019 and the years to come. Best of luck.