Google Ads Copies Guide | Basic To Advanced | What To Take Note Of

In today’s session, we will cover all the different verticals and grounds for creating a successful Google Ad Copy. Here are our top 11 tips for you.

Table of Contents

(1) What Motivates Your Audience To Take Action?

Think about what your ad copy needs to feature in order for users to be enticed and click on it. Here are the types of ad copies that you can craft out and how we will apply it:

Benefits-driven / Solution: Regain your strength and have better sleep
Proof: 5 Star Reviews on Facebook and Google | Featured On StraitsTimes
Problems: Experiencing back pains all the time?
Prequalifying Your Prospects: WARNING: Before you continue scrolling, our consulting services is not for everybody
Features: Paint that purifies the air 24/7. Yes 24/7!
Emotional triggers: Worried about not getting enough rest all the time?
Responding to common objections: No, this mattress will not break down in 10 years

(2) Be Specific & Address The Search Intent

Remember the 3 main types of keywords categories and their intent.

If you are targeting users who are looking to make a purchase, your ad would need to address the purchase intent.

Search term: buy mattress Singapore
Ad copy: Buy An Affordable Mattress | 20% Off This Month

(3) Optimising For Quality Score

Are your focused keywords featured in your ad copies? 

If a user is searching for a mattress, you sure do not want to feature another product in your ad copy. 

Quality score is a metric that Google has used to determine how relevant your ad copy is to the user’s search query. A quality score of 10/10 means that your ad copy is super relevant and Google favours your ad.

Essentially, a higher quality score would mean that
• Your ad will be featured at a higher frequency (shown more often)
• Your cost per click drops To improve quality score, you need to improve on your ads:
• Click Through Rate (CTR) • Relevancy
• Grouping your keywords tightly into an ad group and serving relevant ads
• Improving your landing page experience

(4) Ask: What Are Your Competitors Doing?

With millions of advertisers competing for ad space on Google these days, one needs to think about how can one’s ad stand out?

Before crafting out your ad copy, the first thing you can do is to perform a simple search query and check how are your competitors’ ads like.

If 90% of your competitors are all talking about price. You sure do not want to do the same; especially if your price is not as competitive as theirs. Imagine everyone advertising for a mattress and saying they are “As Low As $200”, “As Low As $150”, and your mattress is selling for $500. How are you going to get users to click on your ad?

(5) Think About Your Promotional Mechanics

To reveal price or not to reveal price? A simple tip is: if your price is the most competitive in the market, you should go ahead and feature price is your headline 1 or 2.

However, if your current pricing model does not give you a competitive age, then you need to value build.

Try something creative, get users to click on your ad, and use your landing page to value build before revealing price at the end.

(6) Experiment With Call To Actions (CTAs)

A standard Google ads copy will not have a button for users to click on, thus it is important that you get users to not only know that you exist, but to encourage them to take some form of action.

• Call Us Today
• Enquire Now & Get 20% Off This Month
• Get A Free Audit From Us


(7a) Test Out Dynamic Keywords Insertion

Dynamic ad copies are powerful in helping you to expand your targeted keywords list and to close the gap in keywords coverage. Not only that, it takes off a lot of manual work from you.

top google ad copies tips - trigger-min

Simply type In the { symbol and you would see three different dropdown options. For responsive search ads, you’ll see: keyword insertion, countdown, and location insertion For standard text ads, you’ll see: keyword insertion, countdown, and IF function

(1) Keyword Insertion

google ad copies tips - Keywords insertion

Keyword Insertion allows advertisers to main a certain message and to feature the main search term in their headline 1 (helps to improve quality score as mentioned above).

In this case, the advertiser would want to main the phrase: “Great Prices For”
– For man’s clothes
– Man’s cotton clothes
– Man’s leather clothes

The default text above is “Man’s clothes”.

This means that if the search term exceeds the total character limit of 30/30, the ad will show the default text; in this instance is “Man’s Clothes”. So if a user searches for Man’s Clothes In Singapore, the ad that the user will see is: Great Prices For Man’s Clothes.

Note that this will work well only if you structure your ad groups and keywords in an organised manner. See sample below:

– Ad group 1: man’s clothes, man’s cotton clothes, man’s leather clothes
– Ad group 2: women’s clothes
– Ad group 3: man’s jewellery, man’s gold chains, shop man necklace

(2) Countdowns

google ad copies tips - countdown

Countdowns are one ad copy technique used to create some form of urgency for your target audience. The formula can be inserted in both headlines and descriptions.

(3) IF Functions

google ad copies tips - IF function

The two main IF functions are: device and audience.

Note that in 2021, the IF function only applies to standard text ads rather than responsive text ads.

Mobile: you could do – if the user is on mobile > to display Free Shipping On Mobile Orders Audience: you could do – if the user belongs to cart abandoners > to display 30% Off This Month.

(7b) Utilise All Your Ad Extensions

One of the reasons why advertisers should utilise all the ad extensions (whenever applicable), is because on a mobile level, it takes up much space on the screen.

In addition, it gives users many other options for them to engage with your brand.

(8) Optimise For CTR Not Sale

An ad copy could be the first interaction between your target audience and your brand. An ad copy should not aim to get the user to purchase on the first interaction.

Tell me… which ad copy gets a user to buy immediately?

Thus, ad copies should simply aim to pre-qualify your target audience and get them to click!

Your landing page is the one that should sell!

Your Landing Page Should Be Consistent With Your Ad Copy

As mentioned above, your landing page will affect your quality score.

Not only that, but with Google placing more emphasis on user experience over the past few years, your landing page certainty needs to be consistent with your ad copy.

Essentially, your message has to be consistent throughout. This will not just benefit your brand, but in a more technical level, it helps to reduce your bounce rates, and in turn improve your Google ads overall performance.

Never Stop A/B Testing

One strategy might work better for one account, and another strategy might work better for your other account.

Therefore, there is no one-sized fit all approach in ad copywriting. The saying goes: “test, test, and never stop testing”. Try out all the different ideas that we’ve suggested and adjust your strategy from there.