Ads are a great place to optimize and split test every part. If you need help coming up with things to test, it may be helpful to look at the Customer Avatar Playbook, to get a good idea about your customers desired after state, and what they want/need.
There are 3 main parts to a Google Ad…
Headline: Your headline is 3, 30 characters long pieces, including spaces, and it’s the main thing people see when your ad appears along with the search results. Google separates each part with a “|” for example “DigitalMarketer Official Site | Proven Growth Strategies”
Description: Google allows for two lines of descriptive text, 90 characters each including spaces. You’ll want to make sure to include some of your keywords in the text here; Google will bold the words they searched in your description
Landing Page: Google defaults the “Clicks on this ad go to” option underneath the ad to your main website but you want to make sure you’re directing people to a custom page that matches exactly what they’re looking for and will convert best based on your specific goals. There are some additional resources for building a great landing page here
Here you can see an example based off an ad we run here at DM.
When it comes to actually writing your ad content there are a few things to keep in mind:
Know your goals and establish your Call to Action: Like we established in the beginning, it’s crucial to make sure your copy is aligned with your offer and your ideal outcome. This is especially important when it comes to your CTA and making sure your audience is prompted to take the correct action
Use your keywords: Using keywords in the copy of your ad helps your quality score and the words that your audience uses to search get bolded in the copy
Timeliness: Referencing holidays or events lets the person who reads your ad know that you’re timely and active.
Don’t just copy: When you’re competing for the same ad space, it’ll be very obvious if you copy your competitors ad. Instead, look at their ads for what they are NOT saying and incorporate that into yours.
Get local (optional): If you are a local business, use this to advantage by mentioning local events, landmarks, or slogans in your copy to let people know.
For the purposes of this playbook you’ll only be setting up one ad, but you’ll want to eventually add multiple ads to split test your copy and optimize your ad spend for your best performing ads.
Action Step #6: Add in the headline, description, and URL for your very own ad.