How to Write Google AdWords Ad Copy That Gets Higher CTR?

Did you know that more than 80% of global businesses invest in Google AdWords for their PPC campaigns? It has become the go-to platform that helps businesses to laser-target their audiences and reach them right when they search for a product, service, or business similar to yours.

However, the success of your Google Ads campaign relies heavily on the click-through rate (CTR). It is the measure of how many people see your ad, click it, and get directed to your webpage. The higher your CTR, the more potential leads you to generate that can be nurtured and converted into sales.      

The average CTR of Google AdWords paid search ads is about 2%. Additionally, if you strategically position your ad at the first spot in Google Search, expect an average CTR of nearly 7.94%.

For this, you need to create a compelling Google ad copy that matches the buyer’s intent and invokes them to click.

And not just a higher click-through rate; the relevance and value of your ad copy also play an integral role in determining the Google Quality Score. A higher score means that your Google AdWords paid ad is more useful and valuable to users searching for your targeted keyword. This would give your ad an advantage in terms of higher search engine ranking and better ad positioning.

When writing good Google Ads descriptions, you only have a limited number of characters to showcase your brand, product, or service. So, you must make each word count. Here is a comprehensive guide on how to write Google Ads copy to help boost your click-through rate and ROI.

1. Use Relevant Keywords in Your Ad Copy

An industry best practice of Google Ads copywriting is to use keywords that match the searcher’s query and intent. Target keywords that searchers generally use and give them the confidence that you can serve a greater value to them. Using the right keywords in your ad copy also helps improve the ad relevance and the Quality Score.

Here are some tips on writing Google ad copy by using the right keywords: Know the right types of keywords to use for a higher CTR. This will depend on which phase your target audiences are in and what kind of brand message you want to deliver.

To generate higher CTRs, it is recommended to use keywords with a commercial, local or transactional intent. Since these types of keywords demonstrate urgency, the ads are likely to generate more clicks and drive better conversions.     

• Use negative keywords to keep a check on your Cost-Per-Click (CPC). Include keywords that you DO NOT want Google to show your ad for. This would ensure that your advertising budget does not get wasted on clicks coming from audiences who are unlikely to convert.

For instance, if you sell new mobile phones, you can set words like “used” or “refurbished” as negative keywords. This ensures that your ad will not be shown when someone searches for “used mobile phones” or “refurbished mobile phones.” Keyword placement also plays an integral role in creating an SEO-friendly and compelling Google ad copy. Include keywords in the URL, headline, and Google ads descriptions. You should also include the right keywords in your landing pages.

2. Add an Emotional Touch to the Ad Copy  

One of the best Google ad tips for 2023 is to create a compelling emotional ad copy. Using power words not only evokes a sense of emotion among your target audiences but can also be effective in getting more clicks. Words like “jaw-dropping,” “definitive,” etc. trigger emotions and urge the customers to take an action.

Below is an excellent example of emotional ad copy.

3. Keep the Ad Copy Simple, Crisp, and Straightforward   

Let’s face it – the attention span of online users is even less than 8 seconds. Having them read your entire ad is difficult. Keep the Google ad copy simple and straightforward so that you can communicate your brand message in a compelling manner. Here are some quick tips for you:

• Do not exhaust the entire character count unnecessarily
• Include the most relevant keywords in the headline and description
• Use simple words that can be easily read
• Do not complicate the ad using abbreviations or other complex words that are not intuitive
• Include digits that make the copy more credible and compelling (check the example below)

A clear and concise ad copy sells more!

4. Include a Call-to-Action    

Looking for more ideas on how to write Google Ads copy? Consider including a powerful call-to-action (CTA). It is like inviting your target audiences to take the desired action, say download the app or buy the product. Despite being small and crisp, a CTA can make all the difference when used strategically.

To make your ad CTA more compelling, include a benefit or feature. For example, “Talk to a consultant today,” or “Start saving for your future now.”

5. Highlight Your Unique Selling Proposition    

Make your ad copy more compelling and saleable by emphasizing your unique selling proposition (USP). Let your target audiences know how you stand out from your competitors, why they should choose you, and how you can add value to what they are looking for.

6. Include a Special Offer to Get More Clicks   

One of the best Google Ads tips for 2023 is to include special promotions and offers that instantly trigger the users and evoke them to take an action. However, do not just include the offer or special promotion in the ad description – highlight them in the headline too.

The headline is the first thing (and often the only thing) that audiences will see in your ad. Including a special message here or using words such as “free” evoke a sense of emotion and compels them to click.

7. Include Questions in Your Google Ads Copy  

Asking a question indicates that you are focusing on the user’s pain points and have the solution they are looking for. For instance, a headline that says “Need to sell your car fast?” works better than “Sell your car fast” because it targets the pain point and tries to provide a solution in the next segment. However, you should test multiple ad copies to understand if the questions in the ad copy are working for your target audiences. Advertising on Google Ads sometimes requires a gentler approach and sometimes authoritative. Determine which is the right approach for your target audiences.

The Final Words

The above tips and strategies will help you how to write google ads copy and create an excellent Google ad copy that sells. Extensive audience research and ad copy testing will further strengthen your paid advertising campaign and deliver higher CTR.