When you search any query on the Google search engine, there are high chance that you may see various ads called sponsored. Imagine how competitive is that market where multiple ads are being thrown to the user on his/her single search query. It could be searching for the best health retreat center, the best earphones under any budget, or the best digital marketing services company: You may land on our company page Digital squad

But the question is why a user lands on a specific website after visiting a couple of sponsored ads on his/her screen. The first interaction is so crucial that it can bring leads or sales etc. Therefore to make the first interaction the best, a campaign must have engaging ad copies.

Here in the blog, we will explore strategies and points to help you create compelling ad copy for your Google ads campaigns. 

The Basics

Before jumping to the details of creating your engaging ad copies, let’s understand the basic structure of ads. 

1. Headline: It is the first thing a User sees when they are on a search engine page. The headline must be attention-grabbing, relevant to the business/services, and most importantly relevant to the user search query!
2. Description: It highlights the additional information about your product or service. The description should include the key benefits and features of the product or service that trigger user interest to take action. 
3. URL: This could be your landing page URL.
4. Ad Extensions: To encourage users to interact with your ad, Google allows you to have various options under Ad extensions such as Sitelinks, Callouts, and Structured Snippets, for providing more information. 

Keeping these details in mind, let’s delve into the strategies for creating engaging ad copy:

Understanding of Your Targeting Audience:

Start making an engaging ad copy by keeping in mind your buyers’ persona, their behaviors, interests, what they like, and what are their pain points.

You must know their needs and desires and have a clear understanding of your ideal customer’s demographics, and preferences.

Research your audience’s behavior, and create ad copy that speaks directly to their needs and desires.

It is important to tailor your message according to the targeting to make it more relatable and engaging. 

Catchy Headlines:

The headline is the first impression of your ad and if you want to increase your ad engagement with the audience, here are some best practices that you can use in writing a catchy headline. 

1. Incorporate Keywords: Once you add your relevant keywords list to the ad group, I suggest using some of the highly relevant keywords from the list in the headline section to enhance the appearance of your ad in the search results. 
2. Highlight Offerings: Create a sense of urgency by placing your discount % or other offerings in the headline. In most cases, User engagement increases when you add a little bit of urgency to the ad copy. 
3. Count-down Timer:  Yes, You can add a count-down timer in your headline to increase the interaction with your ad. For example, the “Digital Squad SEM Service Package ends in 5 days”, the **** is dynamically set and you can choose the time if the sale ends in some minutes or hours. 
4. Ask a question: Add a question that piques the user’s curiosity and directs them to click on your ad for more information.
5. Use Numbers: Using numerics in the headlines works more effectively, for example, ‘Get 50% off’, ‘Sale 70%’, ‘Offer ends in 5 hours’. 
6. Please note that the headline character limit is 30. 

Craft Effective Descriptions

Once you have captured the attention of the user through a catchy headline it is time to write a convincing description that elaborates on services, more information about your offerings, etc. The description should be the crux of your offering information that persuades the user to take action. 

Here are a few tips to help you create a persuasive ad description:

1. Highlight USPs: Mention any unique feature of your product or service that sets apart your ad from others.
2. Address Objections: Anticipate and address common objections or concerns that potential customers may have. Provide reassurance and build trust.
3. Use CTA phrases: Add Call to Action phrases to your description to make it more appealing and responsive. For example, Learn More, Sign up, Book Now, etc. 
4. Add Benefits: Keep your description filled with solutions that will make user life better. 
5. Please note that the Description character limit is 90.

Here is an example of a Digital Squad Search Ad with headlines, descriptions, and ad extensions. Make sure your ad strength is excellent!

A/B Testing

A/B Testing is known as split testing, which is a crucial part of ad optimisation. It involves creating two or more versions of your ad and testing them to understand which one brings more interaction to your ad. 

If you are targeting more than one country we highly recommend having split testing in place.

Ad Extensions

Ad extensions help you to put additional information on your ad display. Here are some options under Ad Extensions that you must use while setting up your campaign. 

Sitelink Extensions: Use sitelinks to direct users to specific pages on your website, such as product categories, services, or promotions. Make sure the sitelinks are relevant to the user’s query.

Callout Extensions: Callout extensions allow you to highlight key benefits or features of your product or service. Use them to provide additional selling points.

Structured Snippet Extensions: These extensions let you showcase specific aspects of your business, such as product types, brands, or service areas. Use them to provide more context about your offerings.

Location Extensions: If you have physical locations, enable location extensions to display your address, phone number, and a map with directions. This is especially valuable for businesses with a local presence.

Review Extensions: Showcase positive reviews and testimonials from satisfied customers to build trust and credibility.

Ad Relevance with Landing Page

In digital marketing, consistency brings performance, and that goes true with Ad copy and landing page relevance. Keeping ad copy aligned with your landing page enhances user engagement and session duration. When a user clicks on your ad and lands on the web page they should find what they were promised in ad copy. 

Mismatching of ad copy and landing page creates a higher bounce rate and less ad ranking score which in turn leads to lower outcomes. Don’t waste your ad spend, have the right landing page and correct setup of ad copies before the campaign launch.

Consult with Digital Squad’s Digital Marketing Experts to get your ad copy and landing page reviewed for your business! Visit our contact section to connect with us! 

In the end, we would like to suggest keeping an eye on Google ads advertising policies, and updates to avoid any kind of ad disapproval. Also, don’t forget to monitor your ad performance and optimise based on data whenever required.