How to Write Great AdWords Ad Copy

There’s an art and a science to writing AdWords ads. And unless you have a lot of experience, finding ads that get you clicks and conversions can be nearly impossible. Fortunately, you don’t need to start from square one every time you start a new AdWords campaign. In this video you’ll learn the 5 elements of effective AdWords ads, and a few tools that allow you to reverse engineer your competitors winning ads.

Video Transcript

Hey, what’s up everybody? It’s Brian Dean from Quick Sprout and in this video I’m going to show you how to write great AdWords, ad copy, to maximize your click-through rate and increase your quality score.

So your first step is to log into your Google AdWords account. Click on the campaigns. Then you want to take a look at your ads by clicking on the “Ads” tab. And then you want to look at the ads themselves to see if they’re set up correctly.

So basically, you want an ad that has a compelling headline that speaks to the search’s query. You want a first sentence that draws them in and gives them a benefit. And then you want the second sentence to be more specific or a call to action.

So for example, someone’s searching for white hat SEO. I’m showing them that I have a white hat SEO case study for them. And then I’m specifically telling them the benefit they’ll get. They’ll learn how to increase their traffic by 340 percent. And then my call to action or more specific element of the ad is that it’s a free step-by-step guide. And then you have the display URL, which usually doesn’t make a huge difference in terms of click-through rate or conversions.

So once you feel like you have an ad that’s compelling and interesting and has a specific call to action in the second line, what you want to do is look at the click-through rate that you’re getting. So if your click-through rate is particularly high, that means you may not want to make too many drastic changes to your ad because you have a formula that works. But if not, you want to take a look at your competition and see what kind of ad they’re writing, because they’ve probably done a lot of the hard work of split-testing ads over the years.

So to see where your competition is at, click on “Tools and “Analysis” and click on “Ad Preview and Diagnosis.” And then you want to type in a keyword that you’re advertising on. So in this case, white hat SEO. And then click preview. Now, typically you want to keep an eye out for your ad, right? But in this case, we’re actually going to look at the other ads that are above us. Okay? So usually, ads that are in this top three have really high click-through rates and high quality scores, because they’re typically not going to pay that much to be in this top three spot that they would have to pay if their quality score is really low.

What you want to do is look at some of the elements of the ad that you can incorporate into yours. So for example, we have something that’s white hat SEO service and they’re a USA based white hat SEO company. Maybe you’d want to mention that you’re USA based. You could test that element. Or they say, these people say that they’re paid for performance SEO, and there’s not setup fees. Those are elements that you might want to incorporate into your ad.

You obviously don’t want to copy what they have, but you could incorporate something like their no setup fees and you could include that in your first sentence. Then your second sentence could be a nice call to action that you took from here. “So get your free copy now.” If you’re giving away a free report, you could put something like, “Call now if you sold a product or service.”

Now this could be somewhat effective because you can test the different elements. But if you want more robust information and if you want information about keywords that you might not be targeting, but could give you good ideas about ad copy that you could incorporate into your ads, you’d want to use a tool like SEMrush. So SEMrush basically reverse engineers your competitor’s ads and the keywords that they’re targeting.

To use it, enter a keyword that you’re advertising on in AdWords. Or you can put in a site that’s one of your competitors within AdWords and it’ll find their ad. So if you wanted to find out what keywords rank pay with advertising on end, what ad copy they used, you could put rank pay into SEMrush. But we’re just going to put one of our keywords and then click on search. And then you want to scroll down to the bottom where it says “Ads.” And this will show some of the people that are advertising on those keywords.

This is important because if you just use this tool, some people don’t advertise at certain times of the day. So you won’t necessarily see who’s advertising for the keyword all the time, but SEMrush will. So what you want to do is click on one of the domains. Then click on advertising research and click on ad text. And this will show you some of the ads that they’re advertising with. And you can take elements of those and copy them. Now if you have a paid SEMrush account, you can get a lot more information, including changes to ads over time. But this will give you a good idea of what your competitors are using and then you can incorporate those into your ad.

Another tool that you might find helpful is called SpyFu. And this is a paid tool, so I’m logged into a paid account. But it gives you slightly different information and more historic information about how ads have performed over time. So let’s say that we wanted to see some of the ads that rank pay used. So we copy their domain name, put it into this tool here, and click on “Search.” And this will show you their most profitable ads and keywords.

So we’re obviously more focused on the ads which they’ll show you here. And if you click on the ad history tab, SpyFu will show you their top ads over time. In this case, this ad has performed well for them. This ad has also performed well for them. You can even see what keywords they’re advertising on and which ads they’re using for those specific keywords. And if you want to go back in time all the way to 2012, you can see what ads they used in October 2012 and which ones they use today. And you can see which elements work best for them, because if they continue to use one element all across these months and years, that means that that must be a nice element of ad copy that you can incorporate into yours.

And that’s it. That’s all there is to writing great AdWords ads. As you can see, the most important part is to have a great set up for your ads which includes an enticing headline and a call to action. And then once you have that, you want to look at what your competition is doing and ad those elements into your ads. So thanks for watching this video and I’ll see you in the next one.