7 Best Practices to Write Winning Google Ads

For brands, being seen and remembered is half the battle won in the pre-digital era. But now your brand needs to be seen FIRST – to ensure you get the clicks and swipes. One of the most valuable advertising tactics in this digital era is search engine marketing (SEM).
Search engines are how the world discovers everything on the web, and Google search has been the most preferred and famous search engine, globally. ‘Google it’ is the answer to questions about anything and everything. In the search results page, apart from the results generated by the Google algorithm, there is an opportunity for brands to advertise their products and services by bidding on ‘keywords’ – the search term.

The Google Ads, earlier called Google Adwords, have a character limit of 30 + 30 for headlines and 90 for description. That doesn’t sound like a lot, does it? And it is not. But it is a native, meaning it is mimicking the native content, which is search result in this case. We have explored ‘native ads’ and how it can help eCommerce brands in an earlier blog post – do check that out for more information. Google Ads are also cost-effective because they operate on cost-per-click (CPC) model, and help optimize your advertising budget from the get-go by mapping the strategy to the metrics.
Here are seven best practices that we recommend for writing successful Google Ads.
1.       Be Specific
Talk in numbers and facts – studies have consistently shown that having a factual copy and number-based details can make your Google Ads credible: the higher the credibility, the better the CTR (click-through rate). By not misleading and by not giving vague information, your brand will emerge as a more believable and dependable one, giving your audience a pleasant experience.
In the current competitive landscape, the specifics make your case in the limited word count of Google Ads and help your brand stand apart.
2.       Get Personal
Make your Google Ads’ copy likable by getting personal. Talk to your audience instead of ‘at them’ by using words like ‘you’ and ‘your’ – avoid words like ‘we’, ‘us’ and ‘our’.
Instead of bragging about your credentials, illustrate how you solve the problems faced by your customer and solutions for the same. The focus should be on your customer’s wants and needs to get them to click on your ad and get them onto your page.
3.       Go Local
Google Ads are customizable – just like most advertising done on the digital medium. That means you can target specific geographies. Instead of getting lazy and running national campaigns, make the ads target specific cities and use relatable copy to land customer clicks.
Google Ads campaign functions a lot better and garners high CTRs when it is customized with regional content – especially with a relevant call-to-action (CTA). An example of this would be using the area code in the geo-targeted ads to subtly inform the customer that your brand has a local presence.
4.       Testing 1-2-3
Digital medium provides real-time feedback and performance metrics – you can see what works and doesn’t work for your audience to tweak the campaign on the go. So keep your options ready for testing. Testing is an ongoing learning process that builds your brand campaign to be effective and efficient. Especially when it comes to Google Ads, each test you run will get you closer to getting the clicks you want.
5.       Be Timely
Your copy should be timely and reflect the current scenario – see what is trending and fine-tune your Google Ads.
Some products and services are relevant only at certain times, like Christmas Decorations in December, and raincoats & umbrellas during the rainy season. Users seeing the ad during rains will relate better to a scenario such as ‘rainfall expected to last till the weekend in Mumbai’ and will be more likely to click the ad and complete the purchase.
6.       Fix a Goal
It is not enough that you run a Google Ads campaign; you need to differentiate yourself from your competition and win those clicks. The mission to achieving the clicks begins with crafting a sound campaign strategy with clear goals.
Be number-oriented when you are setting your goals – do you want to focus only on CTR or do you want your customers to close the loop with a purchase or sale? Or do you want them to download an asset? Remember, Google Ads are just the beginning of your brand’s journey with your customer.
7.       Stay Updated
The world of digital advertising changes every day, so stay updated with what’s happening. Google Ads have undergone many changes over the years – character count, placement, metrics, and other rules & regulations, everything evolves over time. And by being aware of these changes and anticipating disruptions, you can guarantee your campaign is performing without a hitch.
A key behavior change of the customers that have to be considered now is the use of mobile devices – how do your Google Ads appear on the mobile? Do you have a direct call as a CTA? A simple tweak of your ads will have your CTR doubling in no time.
So that’s the seven best practices to write winning Google Ads. Do remember that these are just tried and tested guidelines, and there could be more you can discover through the course of your brand’s advertising campaign.
With the emergence of voice search advanced by Google devices and other AI-enabled devices, search ads are on the brink of a new era – more on that coming soon.  Keep those eyes & ears glued!