By Digital Deluxe / March 30, 2022

Over the course of the last decade, Google’s Pay-Per-Click service has made it simpler than ever for small businesses to expand their digital profiles. When it comes to the world of online advertising, Google AdWords is the undisputed king. AdWords helps companies enhance their marketing reach, track down likely consumers and generate scores of invaluable sales leads. That being said, it can be extremely difficult to try and sell your business in just a couple lines of copy. You’ve got to make every word of your text ads count, when you’re that limited for space. Your text ads should be specific, relevant, attractive, and empowering.

Here are some tips to give you some proven tactics you can use to write AdWords ads and see what you can do to start bringing in more relevant traffic to your business.

When you write your ads, think of the user and what they want to accomplish wherein your ads directly appeals to this desire. By using your business, help your prospects visualize solving their problem.

The first ad assures the prospect that they don’t need to purchase a car from the advertiser in order to sell their car. The second ad highlights a very tempting proposition to prospects, namely that they could get a check that day for their old car. The third, draws the prospect’s attention to several benefits, such as being able to sell cars to the advertiser on the spot, same-day payment, instant online appraisals, and convenient opening hours. It also features the use of ad extensions (such as operational status and mileage and there’s a phone number and sitelinks to relevant pages).

To get better at writing ad copies, I would suggest to write three versions of your ads and and start testing them to see which one works the best. In the first ad, you’ll write the value of your product and the outcome of using it. The headline will contain the keyword, and you’ll make sure to show the benefits before putting in your call to action in the second description section.

The second ad will focus more on the services your business provides. What is the solution, what is the pain point you’re solving? Be very clear about what it is that your product offers.

And for the third ad, this is where you can start to get creative and just do something different from the first two ads. Experiment with clever headlines, and creative ad copy.

As to what clickbait’s principle so effective, people read something, experience a strong emotional reaction to it, and then click through. This technique is one of the most powerful at your disposal when writing PPC ad copy.

It will depend on what you’re offering and the desired effect you want this emotional reaction to have on your prospects on the emotional responses you can try to provoke. Negative emotions, such as anger, disgust, and fear can provoke an incredibly powerful response in the reader, but it can be a challenge to balance this reaction with the rest of your messaging. Thus, you don’t want the negative emotional reaction to carry over into perceptions of your products or brand.

Positive emotional triggers, such as affirmation and humor, can be highly effective at prompting people to click on your ads – but they can be tricky to implement well due to the subjective nature of these emotions (especially in the case of humor). Thus, taking a more direct approach can be the best way to go.

People often use Google search to make a decision about something. Give them what they need to decide. If you have a limited-time discount or stock an exclusive product, include those in your headline & description of your ads. This is one of the easiest ways to draw attention to your AdWords ads.

Keywords in your ad text show your ad’s relevance to what people want. AdWords helps you to target customers based upon their keyword searches. Your keywords should match the terms your potential customers would use to find your products or services.

For example, if you’ve included digital cameras as a keyword, your ad headline could be “Buy Digital Cameras.”

Keep in mind not to over-stuff an entire ad description with keywords. Nobody will click on it, if your ad doesn’t look natural.

Make sure that the promotions or products in your ad are included, and have a look at the landing page that you’re linking to from your ad. People might leave your website if they don’t find what they expect.

You should never stop testing different text ads. Find out what works best by creating several versions of each ad and launching them on a smaller scale continuously and explore various copy options, different offers and statistics. The entire success of your campaign depends on how far can you test and implement the change that brings you a positive ROI.


Once you start writing ads and collecting data on their performance, you will see some ads will work well with your audience while others don’t. That’s why testing is very important, implementing those tips can help you write better AdWords ads.