How to Write Compelling Ad Copy - Google Ads Guide Part 4

 Wednesday, June 24, 2020

Are you ready to write your first ad copy? If yes, we here are excited to share the secret with you - the secret to writing ad copies that are both compelling and convincing. 

Have you selected your keywords for the ad campaign? While discussing how to create your first ad group, we asked you to be relevant to your industry and then make a keyword list. 

Let's take it further and understand what all is needed to choose the right keywords for your ad. 

Think of terms that people use to search on Google. 

If you're a shoe brand, then search terms can be:

  • sports shoes

  • jogging shoes

  • shoes running

  • rainy day wear

But, your audience is a bit tricky and does not search the same way.

People exhibit different search behavior, and you need to broaden your strategy to cover their mindsets. That's where the concept of Keyword Match Types serves the purpose. 

What are Keyword Match Types?

Keyword Match Types are phrases that tell Google how restrictively you want your ads to appear in specific keyword searches. You can choose from four match types.

Broad Match

Broad Match Type gives your keyword complete freedom to rank for queries that include any part of the keyword. Your keyword is even open to match for synonyms. 

Modified Broad Match

This works like the Broad Match with a "+" sign in front of search terms that you want Google to match with searches. 

Phrase Match

Here, Google offers more control over your search terms. Phrase match finds searches with the exact order in your keyword with words before or after the phrase. 

Exact Match

Exact match is the most restrictive of all the match types asking Google to find searches with exact match keywords. The recent changes also allow synonyms, plurals, or keyword variations. 

Find your branded terms and select the right keywords for your PPC ad. 

Now, it's time to answer the most important question - How to write an ad copy that sells?

Go to your campaign, click on New AD, and select Responsive Display Ad.

You will be asked to enter the Final URL - the landing page URL. For marketing purposes, you can also add the target keyword to your landing page URL.

Enter Your Headline

30 characters, and you're done. Make sure these 30 characters prompt the viewer to jump to the next line. Write relevant and clear headlines with dynamic keyword insertion. 

Add the Long Headline and Description - Start Writing Your Ad Copy

When you create larger ads, Google replaces your short headline with longer, up to 90 characters. Plus, you need to write a DESCRIPTION for your ad. 

You have 90 characters for this too. Include everything that tells the viewer what you have to offer. Keep your description crisp and to-the-point. 

Next, you will be asked to customize your ad for mobile, add a CTA, and custom colors to make it look appealing across all the devices. 

Hit "ADD TO AD GROUP" and voila!

Your first ad is ready, and if you're not willing to create any other ad groups, click CREATE CAMPAIGN. 

Your first PPC campaign is set to launch. 

Hold on, don't you think you need to change your default settings? 

Of course, you have to. 

We'll do this in the next and the last part of our Complete PPC management guide

Maintain your patience for our next blog and contact our PPC experts to assist you in devising creative ad campaigns for the next project. 

Write to us at or call us at (916) 358-3950 to get in touch. 

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