We all know that ad copy is important, and there are hundreds on articles available online that tell us how to make ad copy relevant and how to make Google love our ads. Yes, it’s important that Google approves, but isn’t it just as important that the audience is attracted to it?
Where can we find that balance?
Let us briefly go over what Google considers when determining a Quality Score for ads in very basic terms:
1. Correlation between landing page and ads
2. Consistency between keywords and ad copy
Makes sense, right?
Well, it does until we put it into practice! People will stuff ads with keywords, or create ads that are loaded with what Google wants but doesn’t necessarily make sense to someone reading it.
Let’s assume I (Jeff) own a plumbing service.
An ad like this would be approved by Google, but it really isn’t all that attractive, and probably quite similar to hundreds of other ads.
This isn’t to say that Google hasn’t mentioned or recommended emotive ads but the algorithm probably doesn’t take it into account when calculating the quality score.
What does the audience want?
1. Speech fluidity and good flow. This isn’t always easy to do! Two description lines with 35 characters each is quite limiting. Using words based on the area you target (football vs. soccer, or moving vs. removals) works wonders.
2. Calls to action. We all know we have to do this; people are so much more likely to do things when they know what’s in it for them and are told what to do.
3. Consistency with what they typed in. Personally I don’t suggest dynamic keyword insertion in most cases, but when your keyword base expands, so should your repertoire of ad variations.
4. Ads that appeal to their emotions. Maybe one of the most difficult to implement, but, it’s definitely worth the time. Writing your ads for the customer means that you’ll be targeting the right people (higher CTR) and you’ll stick out in the sea of industrially stamped out ads.
So how can we achieve this balance, reaching a high quality score while being enticing (catching the attention of the paying customer)?
Research and then testing (ad infinitum)
1. Find the words that people search for, put it in their keywords and put it in the ads.
2. Find out how people speak, put it in the landing pages, put it in the ads.
1. Test what works – each industry has a different voice and personality. It might work for others but not for you.
2.Test words in ad copy, format, punctuation, display URLs, etc.
3. Record the data from when changes were made, see if the quality score has changed (after some time, immediate quality score might not be accurate) to see if Google likes your ads, and then record clicks/CTR/conversions to see if your audience likes it!
So once again, back to my plumbing company
This ad would also be approved by Google, but it appeals to their situation, has a call to action and promises an outcome that they can look forward to.
Ad copy is so incredibly important, and is one of those things that can really boost the performance of your account. It may be time consuming and unpredictable, but it will usually yield pretty positive results. Happy testing!
Written by Jeff Chang