We are kick-starting a series of blog post to bring you from 0 to 100% Google Ads expert. Complete this series, and you can attempt to get certified by Google for their Ads Product. You can find the previous post of this series: Keyword research and planning. Today, we will look at Copywriting And Testing.

To understand how to start creating copies for Google Search Ads, we need to understand the structure of Google Search Ads.

Structure Google Search Ads:

1. Headlines (Up to 3)

• Character Limit: 30 characters each
• Purpose: Grab attention, highlight main benefit or offer, include relevant keywords
• Tip: Use strong verbs, numbers, and emotional triggers

2. Descriptions (Up to 2)

• Character Limit: 90 characters each
• Purpose: Expand on the headlines, provide more details, address pain points, include call to action
• Tip: Use clear and concise language, focus on benefits, include keywords

3. Ad Extensions (Optional)

• Types: Site link extensions, call extensions, location extensions, callout extensions, structured snippets, etc.
• Purpose: Provide additional information, increase visibility, and improve click-through rate (CTR)
• Tip: Use relevant extensions that enhance the ad's value proposition

Example of an ad:

Headline 1: Affordable Travel Insurance

Headline 2: Get a Quote in Minutes

Headline 3: Worldwide Coverage

Description 1: Protect your trip with comprehensive travel insurance. Get a free quote online today!

Description 2: 24/7 emergency assistance, trip cancellation coverage, and more.

Sitelink Extensions: Travel Medical | Trip Cancellation | Baggage Loss | 24/7 Assistance

Copywriting tips: The Art of Persuasion in a Few Words

• Know Your Audience: Understand their needs, pain points, and desires to create copy that resonates.
• Highlight Benefits: Clearly communicate what sets you apart and how you solve their problems.
• Strong Calls to Action: Use verbs that inspire action, like "Shop Now," "Learn More," or "Get a Quote."
• Keep it Concise: Every word counts. Be clear and focused, avoiding jargon or overly complex language.
• Keywords: Include relevant keywords that align with user searches and your ad campaign goals.

A/B Test

Test One Element at a Time: Change headlines, descriptions, or calls to action individually to isolate the impact of each.

Set Clear Goals: Be very clear on what to measure. Is it clicks/leads/conversions?

Use a Sufficient Sample Size: Ensure enough data is collected to make statistically significant conclusions. Allow tests to run long enough to gather meaningful results before making changes.

Analyze and Iterate: Review data, identify winning variations, and use insights to inform future tests.

You may also use Google variation ads function to run the test.

In the upcoming posts, we'll dive deeper into conversion tracking.