Google Ads – Search Ad Best Practices

Jun 8, 2023PPC

Google Ads has evolved the format of their core ad product, search ads, over the years. But the idea behind them remains constant. When people are searching for things related to your business, you want to get in front of those searches with a relevant and attention-grabbing block of text that will get the searcher to your site.

The guide below outlines best practices for search ads and will help you write more effective ad copy.

Goals of Search Ads

  • Quickly assure the searcher that we have the solution to their search.
  • Reflect the keywords/search terms in our ad group
  • Drive action by the searcher

Search Ads should appeal to wants & needs

People want control, independence, time savings, cost savings and reassurance they’re making the right choice.

They need clear solutions to their problems

Search Ads should use features & benefits

Features are facts about the product/service. E.g. “free shipping”

Benefits explain what the customer has to gain. E.g. “easy returns”

Ads must follow the rules

In addition to character limits, your ad must accurately reflect the business. Don’t make promises the website can’t deliver. Also avoid poor writing habits like EXCESS CAPITALIZATION or over-use of exclamations!!!!

Test your ad copy to improve results

For new ads, don’t assume you’ll get the messaging right on the first try. Test headlines and descriptions with a lot of variation in wording. As you get more data, you can focus tests on an individual word or sentence.

SEO Site Migrations – Development Phase

Listen to the experts discuss.

Understanding and Leveraging Keyword Bias in SEO Strategy

Keyword bias and bias in general tends to be seen as taboo. Typically we hear “bias” and think that it’s likely something that is clouding our judgment unfairly and therefore not allowing us to make sound judgments. These biases can be something that clouds our minds...

SEO Site Migrations – Planning Phase

Listen to the experts discuss.

MozCon 2024 Recap

Listen to the experts discuss.

The Google Leak

Listen to the experts discuss.

Google Expands AI in Search: What Marketers Need to Know

Table of Contents How will AI Overviews Impact User Behavior? How to Change Your SEO Strategy for AI Overview? How to Leverage Your Search Agency for Success It’s finally happening. Google is launching AI Overviews in its live search results. What was previously...

Why Does Everyone Hate SEO?

Listen to the experts discuss.

Google’s Next Spam Update

Listen to the experts discuss.

Short Videos Feature in Google

Listen to the experts discuss.

SEO Content Optimization: 3 Easy Steps to Get You Organic Visibility!

Search Engine Optimization (SEO) involves a wide variety of tactics for web owners and marketers to elevate their organic presence. One of the most common and most important SEO tactics is SEO Content Optimization. Most folks know that their content needs to be ideal...

What do you think? Share your thoughts below.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Want to learn even more cool stuff? Jay Ratkowski can help!

Reach out today! We’re happy to help talk more about whatever search marketing issue is keeping you up at night.