Great AdWords copywriting.

All adverts on AdWords search network look very similar four lines of text top line in blue and the bottom line in green. The key to a successful AdWords campaign is to make your advert stand out, the page below shows you some of the tricks professional AdWords users implement to achieve better performing adverts.

Graphics of an AdWords advert

Why Ad Copy Is So Important.

The objective of your keyword is to display your advert in front of the right user, the objective of your advert is to convert the right user into a visitor and finally your website needs to convert this visitor into a conversation.

With recent changes to Google’s search engine result page (SERP) you are now competing with 34 alternative solutions to the potential customer’s problem. Not all links on this page will provide an adequate result therefore your advert should inform the user of why they should chose you, understanding their problem and providing a unique solution.

Graphics of a optimised AdWords advert

Importance of increasing clicks.

Good copy can raise your click through rate (CTR). A high CTR provides two clear advantages, more prospective customers on your site a higher quality score improving your rank and or reducing your cost per click (CPC).

Quality Score (QS) = Relevance of advert and landing page, click through rate (CTR)

Rank = max cost per click (CPC) * quality score (QS)

Cost per click = next competitors rank / your quality score + 1p

This process is designed to reward adverts that are more relevant to the users search query and untimely able to provide a better solution to their problem. A high quality AdWords advert can generate a premium position that is placed above the natural listings on Google’s search engine results page.

Ad Copy Rules

Your advert must comply within the following editorial rules set by Google. These rules cover simple elements such as correct grammar, spelling and punctuation. However, other criteria such as not using superlatives such as best and greatest and promoting products / services stated within the AdWords terms and conditions.

Top 7 AdWords copywriting tips

  1. Include keywords in your ad, these will appear in bold
  2. Describe the benefits of your product or service
  3. Be specific, geographically targeted adverts could include location.
  4. Include an offer within your advert.
  5. Have a clear call to action.
  6. Think your URL as part of the advert, include keywords here is possible.
  7. Use common words.

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