Effective Google Search Ad campaigns rely on a well-crafted blend of captivating headlines, exact URLs, deliberate descriptions, and smart keyword selection. Here’s a breakdown of how to write ad copy that draws attention and encourages clicks.
URLS:
A URL (a unique resource locator) is more important than you think. Editing a URL to fit the searcher’s needs reassures them about their destination site. It’s more than simply a gateway address; it’s an indicator of what the landing page will provide. Be sure to use a URL that contains a common keyword in the headline or a product name to increase relevance and trust. For example, if your company is selling a stylish and highly functional backpack and a searcher is looking for that product, you’d want the URL ending to include the main domain/backpack/stylish
Headlines:
Headlines are the sirens and entrances to get consumers to click your ad. It is the first point of contact with potential customers. Google for Small Business puts it best, “They should entice your audience and convince them to read the rest of your ad. But be brief.” In Google ads you’re able to use up to three headlines, so let’s say you’re selling the same backpack from the example above, you’d want to write something like “Explore in Style | Best Versatile Backpack | Shop Now” The goal is to make it count by being concise yet compelling, clearly stating what you offer while sparking curiosity.
Description:
A description should also be concise but offer the searcher a little more information on what makes your product unique. In the same example, a good description could be “This stylish backpack is ideal for travel, school, or daily outings.” The goal is to highlight key attributes of the product or your brand while also playing off the verbiage of the used headline.