In the digital world, a huge number of advertisements, promotions and posts on social networks compete for the attention of the consumer. The abundance of information leads to oversaturation, indifference and “selective permeability” – the mechanical passage through 90% of the information, without it being really perceived or understood. Every business is concerned with one fundamental question – how to get into the other 10%.
Professionally prepared content and copywriting for your Google ad has the power to grab the user's attention and form a strong first impression - a factor that is especially important for the subsequent creation of long-lasting relationships. Good copy leads the customer through the marketing funnel to the ultimate goal of any business - making a purchasing decision.
Copywriting agencies face a serious challenge - creating the kind of content for Google Ads that stands out from the rest, stands out, responds to user demand, and generates a real return on the advertising budget. Because even the most enticing commercial offer would drown in the vast information flow if it did not absolutely capture the attention of the target groups for which it is intended.
But how does the magic happen? Let's try to break down the complex process into a few relatively simple steps. to make sense of steps.
The headline – a key element of the ad in Google Ads
The headline is the intersection of the business proposition and the customer need – the place where supply and demand meet. It should be short, clear, strong and compelling, while also being consistent with SEO keyword research in the relevant business niche. Including keywords in the headline is mandatory and largely determines both the relevant search engine ranking and the effectiveness of the ad copy.
The technical specifications for Google Ads headlines are simple – you can create three different headlines, each of which should not exceed 30 characters. When it comes to the creative aspect of the task, it is not easy to define surefire formulas for success. If you still need some guidance, consider, for example, the assumption that headlines should not ask questions: “Do you need a new bag?”, but rather provide a solution – “Choose your new bag.”
If the headlines are impactful, creative, and in sync with consumer needs, then half the work of your advertising is done, and the customer's interest is won.
Attention has been drawn. Now where to?
Effective copy for Google Ads combines several key characteristics. It is short, bright, has an intense and distinctive message, and encourages the user to take action (the so-called call to action ).
In the following lines, we will go through the steps leading to creating attention-grabbing copywriting and share the experience of professional agencies in creating advertising content that sells through Google Ads.
- Volume. When it comes to creating ad copy for Google Ads, size matters. And the smaller it is, the more successful the campaign. Long texts tire, bore, and repel the customer, crowding out and diluting the main message. They often remain unread – a fact that renders both a strong headline and the entire advertising campaign meaningless. The allowable volume for Google Ads is 2 descriptions of 90 characters each. Enough. As long as, of course, they are the right ones;
- Content. Short and catchy texts, filled with valuable information that meets consumer demand – this is the formula with which copywriting agencies achieve the desired consumer behavior, namely – the completion of an order. Adding a timely and measured call to action also plays an encouraging role. Other working techniques are creating a sense of exclusivity, promising added value or “winking” at a certain hot topic, called newsjacking in marketing circles;
- Clarity. Unclear advertising messages in Google Ads can only result in a waste of both financial and time resources. It is essential that the user understands the content without making too much effort, and only clicks on it if they have a real interest. Obscure messages that you think will arouse interest and encourage a click only incur costs. The user opens, sees that the content is not of interest to them, and closes. You pay for this;
- Call to action . Professional copywriting agencies will not miss adding a call to action and will offer the most suitable option depending on whether the goal is to stimulate site visits, newsletter subscriptions, receive more calls, increase the number of visits to the physical store by adding Google maps, etc. Similar buttons can also be: "Learn more", "Visit our store", "Get your quote" and others;
- Personal message. The client is the center of attention of the copywriting agency. Good texts are not focused on the self and in no way aim to praise the specific business. They put the client's specific needs and interests first, while revealing to the consumer how the business is able to solve their problem.
Read more: Growth hacking and copywriting – an unexpectedly good combination
The professionals employed by good copywriting agencies have the necessary knowledge, experience, and skills to create the most effective texts for Google Ads and to improve the advertising return on the campaign many times over - using no more than 30 characters for the headline and 90 characters for the message.
Because words have power. And we know how to use it in the service of business.
