Back To Blogs

The Importance Of Ad Copy Headlines in Google Search Ads

By: David Green

Writing Google Ads copy is not for the faint of heart. Everyone is looking for the exact formula that can be used to increase click-through rates (CTR) and conversion rates. We’re here to tell you, it doesn’t exist. Don’t worry, there are conditions that can be applied to get pretty close. Patience, practice and testing will get you far. There are many things to consider when creating compelling Google Ads copy. Because of this, some may become flustered and completely miss the mark. Don’t fret, we’re here to help.

We’re going to share five items to keep in mind when creating your copy that can help you increase your return on ad spend (ROAS), lower your cost per acquisition (CPA)) and lift you out of your ad copy doldrums.


1.  What are the needs and wants of your target audience?

When writing an ad, the first thing businesses tend to do is write about the business. It makes sense, but it’s not the way to go. Ideally, you should be speaking to your audience about what your business can do to solve their problem.

Put yourself in your customers’ shoes. Think about what they would look for from your company to work out their issue and then provide a solution. When you sit down to write your copy, have your customer’s needs in mind and remember that it should correlate to their search habits.

2.  Use your keywords and keep it simple.

This may sound straightforward, but it’s actually worth mentioning. There are many questionable ads out there written with everything in mind but the keywords needed for clarity. Instead of having your audience try to guess what your business is about, use clear and concise keywords that will make their search and your ad find each other without wasting time or clicks.

Keep it simple. Create ad copy that works for your business and then write it in various iterations. Keep the same equation in mind; make sure your keywords and its benefit are always on the forefront. Keywords must be chosen wisely so they directly relate to the words used by your audience in their searches. Both your Google Ads copy and landing page copy should coincide with each other to ensure a smooth user experience (and strong Quality Score).


3.  Use all the space Google Ads provides.


Google Ads gives you three headlines worth thirty characters each, two URL paths worth fifteen characters each and two description boxes worth ninety characters. Rather than leave a few characters hanging, try to use every single space allotted to get your message across and to maximize the amount of real estate you occupy vs. your competitors on the search engine results page (SERP).


4.  Using a strong call to action in your ad copy nudges customers to take action

“Call now” is not as pressing as you may think it sounds unless you are in an industry that typically demands a high sense of urgency & intent (pest control). A call to action should have intent with a sense of urgency behind it. “Save” or “join” are better choices to get your customers engaged. Leave the clichés behind and try to think of something that will be more appealing to your audience. You know what they want, so gear your call to action to them. You want to get customers and potential customers to click and take action as soon as they’re drawn in.


5.  The importance of A/B testing and what it can do for you


A/B testing is one of the best ways available to make continual improvements to your ads. It gives you the opportunity to collect data and have concrete evidence of what works and what doesn’t work for your ads. This way, you’re able to hone in and target your ads with data-driven content. The more data you have, the more you are able to decipher patterns and adjust your ads accordingly.

Here are a few ideas you can try for A/B testing:

● Amending and comparing different calls to action
● Trying different URL displays
● Moving your call to action to a different spot
● Headlining different benefits for your product/service

        While there are many reasons why you should use A/B testing, here are a couple of benefits that stand out.

        Increased conversion rates: Your aim is to turn visitors into buyers. Once you carefully and cleverly craft and test two versions of your ad, it will be obvious which one performs better. Having this information in hand will help you convert to more leads for your business in the long run.

        Increased revenue/leads: A/B testing can provide increased sales for your business! This is the goal at hand. More customer conversions, fewer bounce rates and more engagement. Meaningful content that speaks directly to your audience is the intention. Experimenting with A/B testing may be a long road to travel, but it will be time well spent.

        As we mentioned earlier, there are many things to consider when crafting Google Ads. It’s not as straightforward as it looks. But with the right practice and testing, you’re bound to save a lot of time. When all is said and done, you should see an increase in your Google Ads ROAS.

        Request A Free Audit