Dollar for dollar and click for click, Google Ads is a PPC advertising platform that you can’t ignore. The average conversion rate for Google Ads is 4.4% for the search network, with an average conversion cost of $56.11. In comparison, Bing has an average conversion rate of 2.94%, with an average cost of $41.44 – so that’s less expense, but also a much lower rate. In other words, putting up the most effective Google ads and descriptions is a must-do. 

But what does ‘effective’ mean? For copywriters, there is only one interpretation: ad copywriting that results in conversion. As we’ll see, inspiring conversion means sticking to the tried and true techniques used for many types of marketing writing, plus a few tips specific to Google. 

What Is “Google Ads”?

As the service formerly known as Google AdWords, Google Ads includes “search” advertising spots that are triggered by a user’s search terms. “Search” includes both image and text ads, but let’s focus on the text ads for now. 

Google text ads have three parts: the headlines (3 x 30 characters each), descriptions (2 x 90 characters each), and extensions (numerous types, but each has a character limit of 25 each). We’ve already got you covered if you want some background on general copywriting ideas for Google Ads copywriting, but now we’d like to get more into the specifics of Google Ads by taking a look at descriptions.  

What Are Google Ad Descriptions?

Ad descriptions are like leads after a headline. Like leads, descriptions allow you to expand on the idea you make in the headline. Because you have three headlines, you can also choose which one to follow with the first description.

A Note on Google Shopping Ads 

In addition to search and display, Google has another ad format which can be seen as a hybrid between these two. Google Shopping Ads show prices and images for items related to a search, while the triggers for these ads are determined by Google. 

How to Write Awesome Google Ads Descriptions

Do Your Homework

Copywriters with the task of creating Google ad copy descriptions should start with the basics. Like all good copywriting, building a Google ad description starts with research. The primary steps are creating personas, defining USPs, and choosing the right language for your audience. 

Build Around Keywords

Google requires a preparatory further step, in the form of keyword formulation. This is vital because shoppers are usually looking for something specific when they search Google. Generating a list of keywords that both match your offer and appeal to Google’s algorithm can be done in-house, but using an SEO service might fill in this valuable part of the puzzle more efficiently. 

Know the Competition

One advantage of Google Ads is that you can see exactly what the competition is up to. Simply type in your keywords and read what points other advertisers are talking up. If you’ve got some special USPs, make sure to mention them early on in the description as a way to differentiate your ad and product. 

Use a Formula

Your Google ad description text faces the challenge of length, or lack thereof. Packing relevant and eye-catching information into three 90 word sentences can be tough. One approach is to use a copywriting formula like AIDA or PAS, which will help you get the most essential information about your product front and center.  

Define a Campaign

Another way to stick out is to have a great offer. Discounts, exclusives, packages, and stock-out warnings can attract attention and compel the consumer to act. But make sure to be consistent across platforms – you can’t offer a 10% sale for Google customers but 20% for Facebook customers because that will harm trust in your brand. In addition, don’t always have the same offer on tap, because that again will undermine the notion that consumers clicking right now are getting a special deal. 

Include Symbols and Numbers

There are certain no-no’s in this regard (see below), but inserting symbols and numbers in a natural manner can attract the audience and promote your product. “$” and “%” both stand out and convey value. Google also prohibits all caps, but abbreviations are acceptable, so, for example, “MSRP” and “A+” can be used.  

Include a CTA

Another issue to keep in mind is the CTA. You should absolutely include one. However, you can’t put a link directly in the description text. But the audience has other options for clicking, of course, such as extensions and the display URL. 

What Shouldn’t You Write in a Google Ad Description?

Like many social media platforms, Google has rules that are aimed at preventing abuse. These include the use of sensational language, poor grammar or the misuse of symbols / punctuation, and phone numbers in the text (although you can use a free Google Ad extension for that). If you want to know more about staying within Google’s boundaries, check out our blog concerning Anyword’s Google Ads policy checker

Google Ads Examples

Most people use Google every day, but even copywriters might not notice how refined many of the ads are. Here are a few Google Ads descriptions that hit many of the points for being awesome. 

WP Engine (search for “website hosting”)

This ad description gets top grades for efficient use of space and eye-catching text. In just a couple of lines, they detail all kinds of features that are important to this detail-oriented product. Using “#1” attracts attention and establishes them as a valuable option to investigate. 

Aha Insurance (search for “buy car insurance online Canada”)

Here is a great example of USPs and knowing the competition. They focus on the competitive advantage of guaranteed quotes, which is something that other insurance companies apparently don’t provide. 

Just Answers (search for “injury lawyers online”)

It is obvious that this company has done its homework. The fact that they are essentially repeating the same value proposition – easy access to legal advice – shows that their audience sees one thing as being essential.

Something Else About Google Ads that You Can’t Ignore

Advertising on Google is a ferociously difficult venture. It’s not enough to appear on the page. It’s often the case that a competitor’s ad appears immediately above or below yours. Plus, there are all those organic search results that many users skip to – paid search accounts for only 27% of website traffic

That’s why it is essential to get your ad and description copy right ASAP. Many advertisers have discovered that AI copy generation is the most efficient way to get there. 

Anyword answers this need with a platform feature that is specifically dedicated to building headlines and descriptions for Google search ads. Anyword provides options for tone of voice; creates the text from scratch or optimizes existing copy; and will even synthesize a unique branding language based on examples that you provide. 

On top of all that, Anyword ranks each line of copy with a unique Predictive Performance Score. This feature rapidly cuts down on the time needed for A/B testing, reiteration, and reposting. So don’t Google “how to write Google Ads”! Instead, reach out to Anyword and make the most of your Google search ad campaigns. 

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