How To Write Google Ads Copy That CONVERTS!

I've spent more than $12 million on Google ads working with hundreds of businesses across many different Industries and in this video I'm going to share with you my favorite strategies tips and techniques for writing Google ad copy that gets people to click and most importantly convert now when you advertise on Google and the search Network in particular Google fixes all the variables so you can't differentiate Yourself by selecting a different font or changing the color of the text within your ads or changing even the the size of the font all those variables are fixed the

only way you can differentiate yourself from your competition is the copy are the words that you actually write and they become everything they're they're essential to the success or failure of your Google campaign that's what's going to determine whether or not the campaign works is the words that you include particularly as I said on the search Network so they are absolutely vital in this video I'm going to run through a number of things that you need to think about and techniques and things like that that's going to help you write better ad copy get more

clicks and more conversions okay so got my notes in front of me let's uh let's run through this so the first thing I mentioned is is that you want there to be strong ad search and add copy congruity what I mean by that is you want to mirror the language that your prospects are using when they search in your ad and you want to make sure that the exact words to the extent that you can talk a bit more about that in a second that someone is searching for show up in your ad and that

is going to make it more likely that they click that is going to make it more that they convert because they'll see your ad and they will absolutely think this ad is for me this is exactly what I was looking for because it's very close to what they search for now just a little aside you can go one stage further than that and then link someone through to a landing page that also has the same language and that helps increase conversions as you go through the sales process but this is really important so for example

if we are bidding on the keyword Google ads agency let's say we're advertising our own Google advertising Services we're bidding on that keyword then we want to have copy we want to have headlines in our responsive search ads that have the words Google ads agency and if I just jump into a quicker example Google ads a responsive search ad that got prepped we could add in Google ads agency and if within this ad set that was our main keyword that was the main keyword theme that we were looking to Target we could go one stage

further not just adding Google ads agency here but actually look to go ahead and pin that in position one so that all the ads that we show are going to feature this headline Google Ad Agency those exact words and that might be really important to what we're offering and mirror what people are searching for like I mentioned with the congruity just in case you're unfamiliar by the way guys the way responsive search ad work with headlines typically you'd add in a whole bunch of options you can see here Google saying you need to have at

least three and then what Google will do is they will cycle through the various options and try and find the best performers and the best combos so you can have a whole bunch in here and then Google's going to find out the best three but you can choose like I've just done here the Google ads agency to just pin that one and if that's what's mirroring your prospect's searches within Google then that's great now obviously you can't get this completely right we know the way that keywords and searches work in that they aren't the exact

same things I've got another video about that if you want to click on that link in the video description talking about what actually is a keyword because they don't mirror searches perfectly we know that if we were targeting the keyword Google ads agency our ad is also going to appear for people searching for things that are similar to Google ads agency but not that exact word so you can't do this perfectly and I don't want you to stress about that and and try and make it perfect but you can do it to some extent and

this is exactly how we go about doing something like that having really good ad search and AD copy congruity so the similarities between the two also helps with your quality score which is a metric that Google uses to assess the quality of your ads and it actually affects what you end up paying on a cost per click basis or how much you have to pay to be at the top of the page for example when people are searching for for your various keywords so that's really important again I've got another video on quality scores and

things like that so I'll include a link to that in the video description in case you want a bit more information about that but it's not only good from an Advertiser standpoint Google likes this as well Point number two is that you want to include one clear call to action within the copy of your Google ad now there are a number of different mistakes that Google advertisers make with this and I'll show you an example of what I want you to do in a second so firstly some advertisers don't include a call to action at

all within their Google ad copy big mistake you definitely want one in there people are more likely to take the action you want to take if you tell them to go and do it sometimes people do include them Google advertisers do include a cool to action but it's a bit limp it's sort of like check out more information is that really going to get someone over the line not really it want to be quite direct it wants to be clear concise and it also wants to be easily understandable so don't use language or make assumptions

in your call to action that people in your audience just will have no idea the classic example of this and this isn't necessarily A Google ads context but it applies I think a lot of people have experienced this where you take a car to a you know a car garage to get some sort of repairs done and they give you a call whatever and they tell you oh it's this this and this and you're like I have no IDE I don't know car I have no idea what you're talking about but they always car people

always seem to assume that regular people understand cars like they do and they talk in that language I I don't I didn't understand a one word you said don't do that in your Google ad copy and definitely don't do it with your call to action you want to be really clear and present it from a standpoint where people aren't going to be familiar with whatever they're needing to do or the terminology or the language so don't use any sort of inside language industry terms stuff like that I've also seen advertisers include more than one call

to action again big mistake that's just confusing you want one clear call to action okay so let me show you an example with this one clear call to action so we've got a Google ad agency don't worry about that there's going to be all sorts of jumbled up things these are just examples in this example let's assume we're advertising Roofing services and the offer within the ad is a free Roofing survey someone might think they've got a problem with their roof they can they're searching for roofers and they see this one that says we come

and have a look at your roof for free and if there's a problem then we can worry about it but that's a a good introductory offer we could have this as a headline that's a call to action saying book your free roof survey now so it's really clear and obvious what it is it's a free roof survey anyone can understand what that is it's quite direct saying book and now this is quite direct language it just about gets in with the 30 character limit sometimes with your C tractions you won't be able to have them

up in headlines sometimes you'll need to go and put them down in the descriptions down here just because the character limit is that much larger well three times as large and sometimes based on what it is that you're um asking people to do with the call to action you just need more characters to be able to accurately describe it we can just about fit this in and we could have made this shorter if we needed to get rid of it now and and things like that okay so that's an example of one clear call to

action and now in our other headlines I'll delete that because it's looking a bit confused isn't it in our other headlines we would not want to have other call to actions like I've seen people have a direct call to action like that and then they've got another one that's sign up for our free newsletter and you think no no get rid of that that is not something that we want that is not a good idea Point number three is to incl either your brand name or your product's brand name if there is positive brand recognition

within your space because it can really help improve number of clicks you get and the number of conversions and this sounds kind of silly but I've seen large companies with a really recognizable brand name not heavily feature their brand name in their ads and even smaller businesses that are say advertising or you know they're selling products where the product itself comes from perhaps a different company that doesn't sell direct to Consumer but that product has a recognizable brand name and positive associations and they're not really heavily featuring it I've spoken before with companies that think

well yeah it's in the URL people will see that no no no you want it clear front and center in the headlines if you're selling something that people instantly going to recognize they're far more likely to trust that that product or service is going to deliver based on the brand name therefore you want to make it there that's why brand is valuable that's why Brand's important just a quick point this won't apply to everyone but one that you obviously want to get in there if it does apply to you cuz it can make a big

difference and I've seen advertisers not includ it okay the next point is to emphasize benefits associated with your products and services not just features most Google advertisers just focus on what their product or service has but not necessarily what that then does for the customer so yes you want to include the features but you want to where possible try and Ladder it up to the benefit let me give you an example where we're just focusing on the feature which is not what we want to do and then I'll change it and show you how we

would write it instead if we were going to emphasize the benefit associated with that feature so I'll give you a different business example here so I'll start with the bad option so let's let me delete that out let's say we're advertising an interior design business here and this interior design business they will obviously design uh home renovation they will do all the design work and they'll manage the project and that's the main sort of traditional interior design service right so you could have as a headline if you're just focusing on the feature we manage contractors

for you that is a feature of the service that this interior design company will manage the contractors and that's fine but it's not as good as if we made it benefit Rich so a better version that's saying effectively the same thing is hassle-free home [Music] renovations because why does someone want an interior design company to manage all the contractors it's because they don't want all the hassle of it they want the outcome they want a home that's renovated that's now beautiful that's now lovely but they don't want to have to deal with these people and

they're late and you know they want paying extra and and there's a reason why they're delayed it has a knock-on effect and you know these things can be a nightmare so hassle free that is the benefit that we're looking to add in so really important to not just focus on features but include the why is that feature good what does it get people does it save them time does it save them money and does it save them headache does it help them achieve something they want to achieve really emphasize those benefits in your copy both

in your headlines and in your descriptions so we can take the previous point and go one stage further and Ladder up those benefits to higher level emotions okay so this really gets to the core of why someone wants to purchase your product service why they might want to purchase your product service so let's use another example here so let's say you are selling gym memberships now why does someone want to use the gym so the gym membership you can come in use the gym we have all this stuff that's the feature the benefit might be

losing weight I want to lose weight that would be the benefit just like we talked in in the previous point but why does someone want to lose weight laddering up to high level emotions is is asking that why do they want to lose weight because they want to fit back into clothes that they can no longer wear do they want to lose weight because it's nearly summer and they want to look good in the beach and they didn't look good on the beach last year and it they really didn't like it they didn't want to

take their clothes off Etc so here's an example of how we would look to ladder up the benefit to the emotions so let me delete out these examples here and actually I've got an example here that we would pop in the description as opposed to the headline because we need the extra characters and often when you're laddering up to high level emotions from a benefit you're going to need the extra space it's going to go in the description so something like this get beach body ready with 50 % off gym membership today so the feature

is the 50% off gym membership and we've gone straight to the high level emotions it's not just lose weight it's get beach body ready that's why someone wants to lose weight they didn't like it last year and it's about to be summer and when they're there with their friends or whatever they want to look good they want to feel confident that's the higher level emotion now when you keep going up the ladder of emotions eventually you only get to a few different options that you can you know you keep asking why you only get to

a few different options sort of core human desires and it's a desire for improveed status to be healthier or to improve relationships is effectively it so if you think about going through the example okay 50% off gym membership why do they want to join the gym to lose weight why do they want to lose Lake to look good at the beach why do they want to look good at the beach because they were embarrassed last time and they felt that negatively impacted their relationships with their friends they couldn't join in as much or maybe their

partner was looking at them and they wanted to be more attractive right so you end up with relationships or status in that scenario you could even tie in health as well of course when you ladder up and you really think about it you end up there and it's good to think through your product service like what's the endend goal of why someone buys this right with our Google ads services for example we could be like why does someone want to buy that right well they want better results from their Google ads okay why do they

want that because they'll have a more successful business why do they want that because it's improved status or they can then spend more time with their family so would be status relationships or maybe they're really stressed out and they'd be better for their health as well often you can make it work for for for a lot of them but it's just good to think through those things now if you're going through this thinking this Google ad stuff seems really complicated I don't want to have to learn about all these various copy tips and techniques I

just want leads I just want sales from my Google ads my company can do that for you we can create manage and optimize your Google ad campaigns we can get you better results than if you do it yourself and take that work Cod off your hands so you can focus on other areas of your business and you don't have to worry about any of this stuff if you're interested in that there is a link in the video description you can click on that come through to a page on our website and book in a free

call with one of my team members to find out more about our service no ation call of course you can find out more how we might be able to help so if you're interested go ahead and do that and hopefully we'll be working together very soon okay Point number six is guarantees and where possible it's great to include guarantees in your Google copy and there's a number of different ways that you can structure a guarantee if you don't already have one and look to include it in your Google ads so the first and most simplest

would be money back if you're not happy right so that might look something like this so if we jump out back into our campaign this I might like to put in headline if you can you could have something like this 100% money back guarantee not conditional anything you just not happy you get your money back but there are some other guarantees or guarantee structures that you could look to use so instead of if it's just if you're not happy it could be money back if we don't achieve a certain outcome so you're a personal trainer

guarantee you'll lose 1010 within three months or you get your money back that's a really strong guarantee or you could even instead of having money back you could commit to that outcome but extend the time period so so lose £10 within 3 months or I will keep working with you for free until we hit that objective so number different ways you can structure guarantees but guarantees are really really powerful because it reverses the risk whenever a prospect is thinking about buying a product or service and think about how you buy things you do the same

thing you are constantly making the assessment will this actually work will this get me what I wanted to get do I trust this company do I trust that they know what they're doing do I think that product's going to look good do I think it's going to do what they say it does you're constantly making those assessments that's why brand is so valuable I know we mentioned that previously because when you are thinking about buying a new pair of running shoes if you see a pair of Nike running shoes you are far more like to

think that's likely to be a good pair of running shoes and do the job I need and not fall apart than if it's a brand you haven't heard of that's why that brand is so powerful you might be willing to pay more you much more like to convert etc etc guarantees can do that and they're so powerful particularly for smaller business particularly for businesses that operate locally where your competitors aren't doing that sort of thing like I gave a personal trainer example how many personal trainers are willing to guarantee a certain outcome and then either

give you your money back or work with you until you hit it if you don't very very few that really helps you stand out and if you can include a guarantee putting that in your Google ads featuring it prominently in your headlines can make a big difference it's one of the things that I do probably more than any other copywriting technique when I'm thinking about you know writing ads or working with a new client as I think either do you have a guarantee could you offer a guarantee often the business owner will be reluctant I'll

explain the benefits and I say look we need to get this in this ad because the clicks will go through the roof and like I said you can make it conditional you could have a guarantee that is we guaranteed to lose you10 within three months or we keep working to you until you do but then when they go through sales process you'd be like by the way you need to stick to all the sessions like you need to come to all the personal training sessions otherwise we that guarantee is invalid you can put these that's

very reasonable I think you can't guarantee someone an outcome if they don't actually do the work so you can have things in that make actually paying out the guarantee less likely or it's actually less likely because you know that if they take the steps they need to take they will hit the goal so that it's not too potentially damaging to the business but it can make a really big difference to your results to your click-through rate in particular okay and then the last point and this is one of the most powerful is to stand out

do something to stand out so the typical way Google advertisers particularly when the new Google advertisers create Google ads right copy is they take a look at what their competitors are doing and then they basically find of create a dismatch from all those various points they're like oh I quite like that line from his ad and I quite like the line from her ad I'll put those two and that's my copy but that's not where the best results come from the best results always come from doing something different because otherwise your ads are just going

to look exactly the same as your competitors and then whether they click on yours or theirs just based on who's paying the more per click who's paying to be higher on the page and you know that that's not where the best results come from the best results come from standing out now when you create an ad that is different I'm going to go through through some examples in a second it's most likely not going to work it's most likely not going to land but one of the beautiful things about creating Google ads particularly with their

responsive search ad format is you can have loads of headlines you can have loads of descriptions you can afford to try things and Google will test it out for you so you might create five different headline versions that are kind of out there and I would not be at all surprised if four of them absolutely flop and don't do anything but one might deliver much better results than your regular sort of standard Google ads headlines using some of the other techniques we talked about perhaps looking at at your competitors so don't do it exclusively don't

take that risk but add in some things around the edges that you think I've not seen this before I don't think anyone else in my space is doing this um this could could look to do do really well so let's run through some examples of of what you might include to do this how how do you go about creating something that's a little bit a little bit different a little bit out there one of the best ways is humor can you try and be funny with your ad [Laughter] are you serious again jokes are often

going to land badly like I said four out of five might completely flop that's okay but one might really land what that looks like for your business is going to very much depend on your product services and your industry can you tie something into the product or service can you think about incorporating you know a a known joke or maybe even a little play on words these things often don't work I want to be very clear but you can sometimes find them that that work really well so humor is a great way curiosity instead of

being super direct and upfront can you entice more clicks by introducing an element of curiosity an element of someone finding out more before you launch your ad if you get someone you know to read through and like have a look at this you want them to be reading it going oh that's interesting I you know wanting to click if we think about how headlines are often written for Content news article for example they will employ a lot of curiosity you can take some of those things again this massively going to depend on your industry what

that actually looks like but you can try and incorporate some of that into your Google ads where you want people to go oh I really want to find out like what what that looks like you know you know what what what are they talking about here I want to find that out hard to do often will flop sometimes can work really well you can also try and be a bit cheeky in your ads directly call out that you can beat a competitor so I'll give you an example of that this is one I came up

with now just to be clear this is not something that we actually offer but here's a good example of something that could be a bit cheeky that you could put in your in your copies we'd have to put this in the description but here we've got will beat your current agency or take your whole team on vacation like that's different no one else is offering that it's combining that being a bit cheeky your current agency um with a guarantee which is great if you can combine multiple points here we will often you'll see ads that

we create between the descriptions and the headlines we might use you know four or five of these different techniques that I've run through not just one and that's an example of combining two within the same description line but cheeky curiosity humor are great ways to go when it comes to trying to create something that's just completely different and when you are searching on Google and you're seeing other Google ads pop up whether your industry or someone else's industry just keep an eye out for things that you think oh that's really clever that's really well done

I'm going to use something like that in in my space and see if it lands most won't with this point but the ones that do can perform so much better than just the standard stuff that it can massively improve performance and more than pay for the failed attempts so that's ad copy taken care of but are you using the best possible Google ads bidding strategy for your business in this video I explain the bidding strategy options and which one you should be using bidding strategies are incredibly important to the success of your Google ad campaigns

you have to get this right so go ahead and check it out