PPC Ad Copy That Converts

Hey, it’s Myles from Serendipityy.

In today’s email, I’m giving you some tips on how to:

1. Write ad copy that will get you more conversions for your search ads

2. Setup your search ads so that Google isn’t showing off random combinations of headlines

3. Test your ad copy

You’ll be able to put all of these tips to the test straight away as this email is very actionable.

Writing Good Ad Copy

You don’t need to be a master copywriter when it comes to Google Ads.

Just follow these steps and you’ll be 90% of the way there.

1. Understand what your customer wants and tell them you have it. Look at your reviews / Reddit / Amazon reviews of other products to find what they want.

2. Write like you’re talking to a 6yr old. Use the simplest words possible.

3. Focus on benefits, not features.

4. Include the search terms that you see converting.

5. Use specific numbers / locations / times where possible.

6. Have some form of social proof.

7. Focus on being clear, instead of creative.

Here Are Some Headline Concepts That You Can Include

• unique value proposition

• landing page offer

• call to action

• features & benefits

• trust factors such as social proof

• qualifying text

• scarcity tactics

Setting Up Your Search Ads Correctly

Google recommends that you add 15 headlines.

My advice is don’t do this.

If you end up using all 15 headline and 4 description positions, you are creating almost 44K unique combinations.

Letting Google figure out the best combinations for maximum CTR will require at least several hundred thousand clicks.

Instead, pin your headlines so that:

1. They make sense when read together, and you don’t have a random combination.

2. You have an idea of what Google is showing to traffic, so that you can A/B test.

Here’s How To Pin Your Headlines

Headline #1 – pin your unique value proposition, landing page offer, and brand here (usually your keywords appear in this copy as well)

Headline #2 – pin your key benefits, trust factor and qualifying copy here.

Headline #3 – pin your calls to action here (this headline only serves sometimes so always include another call to action in a description)

Pinning Descriptions

For descriptions, I suggest that you pin the one with your call to action into any position so it’s shown in every ad impression.

Testing Ad Copy

The ad variations function is widely under-used.

Ad variations allow you to change copy across a bunch of ads at once and split test the change against the control.

You can set the scope to the entire account, specific campaigns, or customize it with filters to suit your needs.

The most common approach is to replace text such as swapping “Cheap Children’s Shoes” with “Low-Cost Kids Shoes.” 

You can also update text, which will drop in your replacement regardless of what exists there now.

And, you can add, remove, or adjust pin settings.

Since you can change URLs, you can also use this to split test different landing pages rather than running an experiment.

With your variations ready to go you just have to choose what % of traffic to test and then “create” the ad variation.

You can easily view your ad variation’s progress. Once you have a statistically significant result you can stop and/or apply your variation.

I hope this email was useful. Reply if you have further questions.

All the best,

Myles

PS. If you run an ecommerce brand above $30k/mo and you want to have a free Google Ads strategy consultation with me, book a call here »