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How To Write Compelling Ad Copy

How To Write Compelling Ad Copy [Create Campaigns Like a Google Ads Agency]

Try Not To Write Ads That Have A Capital At The Beginning Of Each Word In A Sentence. It Looks Really Strange In A Sentence Format (Like This), But Using Capital Is Fine For A Title.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

I’m not sure where it originated, but a lot of Google Ads search ads have descriptions That Look Like This. I’ve even been guilty of it myself in the past, because it does make the ad stand out a bit.

The thing is though, it looks strange, and when you write something that looks strange you lose a little bit of trust in the eyes of your customer base.

They wonder if maybe, just maybe, you are from some faraway country that doesn’t write and speak like them? And maybe this means that you will let them down in some way.

It’s not worth it to stand out like a sore thumb. Instead, find a less irritating way to make your ad copy stand out from the crowd. Consider changing up your copy, or adding more extensions instead.

Avoid adding questions in titles or descriptions when you create Google Responsive Search Ads. Google rearranges the order of the titles and descriptions in these ads, and it can look really strange if you have a question right at the end.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Questions are not good in Google Responsive Search ads because Google tries to pick the highest ranking titles and descriptions for the search term and the order of logic might get out of whack if the ad has to flow in a particular order.

On the other hand, questions are great in Google Expanded Search ads because they can lead a user logically  from a problem to a solution to a call to action.

It is generally good to have at least one of each type of ad so that Google can pick the one that is likely to convert the best in any circumstance.

Add as many relevant extensions as you can to your Google Search (text) ads. They set you apart from the crowd, make your ads bigger, and give more information about you to your prospective customers.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

At the very least, add some callout extensions. Your ad can show up to four callout extensions at a time and they can be up to 25 characters each. These are a good place to mention that you have Afterpay, Fast Shipping, Quality Guarantee, Free Shipping etc.

When writing Google Search [text] ads, you can write up to 180 characters in descriptions ( 2×90 characters ). Here are some ideas to make them count!

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Your ad descriptions should describe what your perspective customers are looking to achieve and help them move past fears or hesitations that may be holding them back.

We want to describe the benefits and problems in the prospective customer’s tone of voice as much as possible. We want to avoid talking about features (what it does) and instead talk about why they should care about that.

Idea: If you can find customer testimonials pull some of your ad copy from them. They make the best ad descriptions!

Idea: Make sure it is obvious in the ad who your company is. People don’t want to buy from an Anonymous Nelly online. 

Idea: Move away from ‘features’ and instead, describe benefits.

eg: It’s made of hardwood. (this is a feature) —> Your neighbours will be jealous of your beautiful new XYZ (this is the benefit)


Australian support (this is a feature) —> 100% Australian support! Avoid frustrating calls with overseas support desks. (benefit)

Money back guarantee (feature) —> Our 100% Money Back Guarantee means purchasing is no risk to you. (benefit)

Marketers don’t have crystal balls! You don’t know in advance which ads will be best, so write several and see which convert the best.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Our general rule of thumb is that we should have at least two expanded text ads and one responsive search ad in each ad group. In reality you can get away with 5-6 ads. Any more than this many at one time and you’ll find that Google will only show a few of them anyway.

When you write Google Search ads, it’s a good idea to presume that some searchers know your brand and some people don’t and then write the titles differently for each. Google should pick the more relevant ad based on the keywords used.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

With Google Search ads, the titles are only 30 characters each, and only two or three titles are visible most of the time.

In Google Search, it will be displayed like this:

<Title 1> | <Title 2>


<Title 1> | <Title 2> | <Title 3>

It can be hard to work out what to put in each of these spaces, especially when you only can use 30 characters.

My rule of thumb is that if the customers know the brand, it is a good idea to add the business name as Title 1. People who like your brand will click the ad just because of the brand name.

On the other hand, if your brand is unknown, it may be better to make the titles based around the term they are searching for, or a problem they are trying to fix. You can add a question mark to highlight a problem.

Examples of a search term leading the title might be “Biggest Bag Sale” or “Vegan ‘Leather’ Jacket”.

Examples of a problem to fix leading the title might be “Dog Ate Your Handbag?” (its OK to be unusual or humorous) or “Cruelty-Free Clothing”

Irrespective of whether Title 1 is a brand, a search term or a problem they are trying to fix, Title 2 should be a positive such as a solution or a benefit.

Title 3 should typically be a call to action

Here are some examples:

  • Biggest Bag Sale | Soft Luxury Leather | Shop Now
  • Vegan ‘Leather’ Jacket | Soft Luxury Feel | Visit Store
  • Dog Ate Your Handbag? | Treat Yourself to New | Choose Your Favourite
  • Cruelty-Free Clothing | Beautiful Leather Alternative | Afterpay Available

Every Google Search ad should have a Call to Action – something your prospective customer can do next that brings them closer to a sale.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

If you know what your customers want to achieve and what potential issues they want to avoid, it’s easy and natural to offer a solution. The solution will usually be something they can purchase, or it might just be a helpful thing that they can get from your website.

Whatever it is, make sure people know that you can help them!

Sing it loudly from the rooftops, and ensure your call to action is in every ad.

Here are some examples.

Example 1

What do they want? A user wants to buy a pair of slippers. They want to feel playful.

What do they not want? Cold feet. They want it fixed fast!

Call to action: buy our slippers

Example ad –

Are your toes feeling freezing this winter? Fun at home with a set of adorable pink bunny slippers! Purchase today. Fast shipping.

Example 2

What do they want? A user wants to buy a pair of durable slippers.

What do they not want? To buy a new pair within a year

Call to action: buy our slippers

Example ad –

Tired of replacing your slippers each year?. Skipper Slippers stay firm for years. Check out our range of colours online. Afterpay available.

Here are some other CTA ideas:

  • Shop our Winter catalogue
  • Check out our sales merchandise
  • Download our 10-point checklist
  • Pick from three fashion colours
  • Learn more online
  • Book your treatment today

Do you know what your potential customer fears most about purchasing from you? Once you’ve cracked this, it becomes so much easier to help them overcome their barrier to sale.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Your prospective customers probably do not type into their search terms what they are most trying to avoid, but it is always there at the back of their minds. They will subconsciously click on an ad that alleviates this fear. 

They might have purchased something like what you offer before, and it didn’t work out. Or maybe they think it will be inconvenient, too expensive, or that you’re exaggerating your claims.

Most of the time a person will not want at least one of these things below. Some will even be actively worrying about them.

  • Loss of money
  • Loss of time that they can spend on enjoyable activities
  • Mistakes
  • Loss of health / physical pain
  • Loss of friends, family, peer group, status, respect
  • Effort
  • Boredom
  • Overwhelm
  • Legal or contractual loss of freedom
  • Bad customer service
  • Poor quality, need to replace or return

Even if you know that your products are great quality and that you have a guarantee so there is nothing for the customer to worry about, the customer may be worrying about these things anyway.

When writing ads, pick all of the main categories above that seem most relevant. Write out 1-3 different bad things that might happen if a prospective customer  bought from a competitor.

If you’re not sure, it’s easy to find this out online. Try typing some of these phrases into Google:

For example, type into google:

“why I hate <product or service>”

“mistakes I made with <product or service>”

“problems with <product or service>”

It’s important to understand what your prospects want before trying to sell them something through Google Search advertising.

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Always ask yourself “What does this prospect want?” before writing an ad. There may be more than one thing they want, and that is fine. You can write an ad for each one and see which converts the best.

The clue to what the prospect wants may be in the keyword / search term they typed in. Alternatively we might have to think more broadly if they have typed in a very generic search.

This is a good reason to have different ad groups, because people with different search terms want different things. We need to align the ad copy with their particular goal.

Most of the time a person will want at least one of these things:

  • Money / wealth / financial security
  • Health / restoration of health / increase in vitality
  • Social / recognition / love / peer acceptance (keeping up with the Joneses) / status / family time
  • Short term pleasure / fun / eating & drinking / sex /
  • Knowledge / intellect / resolve a curiosity
  • Comfort / better quality / better fit / easier to use

To generate a few different ads, write out 5-10 different benefits that a user would get if they got the product or service being offered and sprinkle one or two into each ad. Bonus points if if you can cover one of each of the dot points above!

When we write an Google Ads Search ad we need to focus on three things: 1) What does this prospect want? 2) What does this prospect NOT want? 3) How does the prospect get 1. and avoid 2. ?

— Petra Manos
High ROI Ecommerce Google Ads Specialist

Ultimately when people are shopping or researching an online purchase, they are doing so because they want a transformation of some kind. To describe the transformation you are offering to them, you will need to be able to clearly articulate what you offer in terms of what they do and don’t want.

Example copy: “Are you looking to lose weight without giving up chocolate? Treat yourself to The Dark Chocolate Diet Cookbook today. Now with 100 new recipes”

In the copy above, the person wants to lose weight, doesn’t want to give up chocolate, and can get 1 and avoid 2 by buying a cookbook.

Some transformations are complex in their nature, such as losing weight, looking for a new relationship, buying a high ticket item, or embarking on self education. When selling these “big” kinds of items, the transformation you describe in the ad may be the end goal, or it may be just one step in the overall solution.

Other transformations are very small, but still important to the searcher. For example, a person may want to buy a new stapler. Even with simple item there is a transformation. For example:

Sick of your old stapler not getting through the paper? Stop picking out staples! The Staple-o-Tron will staple up to 200 sheets of paper with minimal effort. Shop today.

For every ad, make sure you really get into the head of your prospective customer to understand what they do and don’t want and then the ad will come naturally.

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