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8 Tips For Writing Google Ads That Work

When you’re working on a Pay-Per-Click (PPC) campaign with Google, the most important part is your ad. Writing ad copy that sells on Google is much different than writing content for a magazine ad, so we’ve put together some tips so that you can get it right.

Get Down to Details

Don’t write something that is so vague that it covers a broad base of information. Get specific for specific key words. For example, instead of us using the blanket term “marketing” in one ad that would be used for all of our adwords, we would use different ads specifically addressing the searched keyword – social media marketing, web marketing, branding, print advertising, etc.

Tell Them Why

Show them why you are worth their click or more importantly why they should buy your product or work with you.

Say What You Want Them To Do

Be specific and tell them exactly what to do. If you want them to like you on Facebook – say it. If you want them to go to the website to check out a product, tell them to by telling them to “learn more” or enticing them with an awesome discount. An example of what we may say is “Request a FREE website evaluation in 30 seconds” or “Find out how you can increase ROI by downloading our eBook”.

Make it Different

Definitely look at what your competitors are doing, but stand out. Be different. If all of the other titles are “Website Marketing”, we’d try using “Put Your Website to Work”.

Link It

The link that is attached to the ad is also part of your ad, so use it. Create a landing page on your site for specific ads and make sure that the url corresponds to the ad. So, our ad is “Put Your Website to Work” and we would make the URL “!free-website-assessment”.

Proof Your Work

Check the formatting, spelling, grammar, etc. This is a snap-shot first impression of your company, so you better get it right the first time.

Guide the Landing

Your ad is going to take people to a landing page, so make sure that they correlate well to one another. Make sure that whatever you are promising in your ad comes to fruition easily on the landing page. Again, tell them exactly what you want them to do once on the page.


Start off with three different variations of your ad. Change the the headline, copy, offers, landing pages, etc. Only make subtle changes, and only test one thing at a time. But you have to test. Every business is different, and so are buyers. Through market research you can get a general idea, but now it’s time to get down to specifics.


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