How to Write Google AdWords Copy That’s Tailored to Your Audience


There’s some pretty bad Google AdWords ad copy out there. Here’s a quick how-to guide for self-starters working away on their first campaign.

1. Lose the brand name

Unless the weight of your brand name is akin to Tide or something like that, or unless the search term is your brand name, nobody cares about the name of your company. Instead, focus on convincing the user you’ve got what she’s looking for.

In the example below, I searched for the keyword “mugs.” I know it’s tough to resist the urge to plug the name of your store into the ad copy – sorry, Amsterdam Printing – but in the 1.4 seconds I dedicated to scanning your ad, if I don’t see “mugs,” it’s over. That’s it.

2. Promise instant gratification

Tailor your message to the term searched as closely as possible. Your ad for “find good tweezers” should include “Find Good Tweezers” in the ad copy. Show a different ad when the search is “best tweezers” that’s right – use the word “best” in your ad copy.

3. Deliver instant gratification

Whatever your ad promises, that is what you must deliver. Take the user to a dedicated page that matches as closely as possible the term and the ad you’re showing for that term. If your ad happens to be for a free white paper on ad copy tips, there damn well better be a free white paper on that topic close at hand when I click your ad, or I’m leaving.

4. Test profusely

Here are a few ideas for testing.

  • Try capitalizing the 1st letter of each word. It’s been shown to increase your clickthrough rate (CTR).
  • Display the great publications that have written about you. Find out whether customers care about the credibility of your brand!
  • Try using the word “free” vs. not using “free” and compare how conversion rates change.
  • Create a list of benefits and test an ad that focuses on each one.
  • Don’t test too many things at once. Try 2 different headlines with the same description, for instance.

5. Use that display URL to your advantage

When the user’s search term is found in your ad, Google renders it bold. The more bold in your ad, the better your CTR. So put the search term in your display URL and see whether CTR increases. Remember, the only requirement is that your root domain matches your destination URL; what comes after that is up to you!

If you found this article helpful, feel free to check out Clever Zebo’s Conversion Optimization blog for more good stuff!

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