Writing Killer Ad Copy: Tips to Boost Your Click-Through Rates

By Sarah Wardle Jones

It takes 7 seconds to form a first impression. In the world of search engine marketing (SEM), Google ads are similar—you must make every word count. With very few characters, Google ads have the potential to engage your ideal audience, spark interest in your business, and convert.

Compelling copy is a must if you want to boost your Click-Through Rate (CTR) and get a strong return on your Google ad budget. While it may seem like writing effective copy is a bit of a mystery, the truth is there are actionable steps you can follow. Keep reading to learn how to write killer ad copy that drives results.

What is CTR and Why Does It Matter?

Your Click-Through Rate (CTR) is an important metric when evaluating the effectiveness of your Google ads. It measures the number of people who, after reading your ad, actually click on it. Google divides the number of clicks by the number of impressions and multiplies the result by 100 to get your CTR. An average CTR for most industries is between 3% and 5%. A higher CTR means that your ad is performing well! Your copy has successfully found its audience.

Earning a strong CTR matters because Google will begin to give your ad preferential treatment. You’ll earn a lower cost-per-click (CPC) and pushes your ad to a higher position on the search engine results page (SERP). It’s a win-win for both Google and advertisers because Google makes money when people click ads. High performers get more impressions and more visits to their website, thus increasing their chance to convert customers.

8 Tips for Writing Effective Google Ad Copy

Now that you know what CTR is and why it’s important, let’s get down to business. How do you make the most of your 30-character headlines and 90-character descriptions? Here are our top tips writing ads that drive clicks:

1. Use the Right Keywords Well: Using the keywords your audience is searching for is the cornerstone of any good Google ad. Remember to write for human readers and avoid the temptation to keyword stuff.
2. Use Clear, Simple Language: Speaking of writing for human readers, it’s good practice to write for how people read, which these days means skimming. Distilling your message to a short sentence that is easy to scan and understand quickly grabs attention and drives engagement.
3. Put your main keyword in your display path: Google Ads display paths appear after the slash of your destination URL. They’re not required, but we absolutely recommend using them. It’s an opportunity to include your keyword and reinforce your trustworthiness and value.
4. Know Your Audience: Ad copy that speaks to everybody runs the risk of speaking to nobody. Like any good marketing campaign, you must dial in on your ideal customer so you can write specifically to their wants or needs and use language that mirrors their language.
5. Lead with a Strong Headline: Headlines are what readers see first. Be sure to make it direct, include your keyword, and incorporate curiosity urgency, or emotion. Headlines are also a great place to advertise any special promotions you may be running. For example, a tennis apparel shop running a 30% off summer sale might write “Look as great as you play. 30% off all tennis apparel”
6. Focus on Benefits, Not Just Features: The classic advertising adage holds true even in Google ads. Showing your audience how your product/service makes life easier, better, or more profitable makes powerful use of your limited characters.
7. Add a Strong Call-to-Action: It’s never rude to tell a user what you’d like them to do. In fact, the clarity is courteous! Use direct action words like “Download,” “Claim,” or “Start,” to guide your user toward the next step. It boosts your usability and the likelihood that they will click on your ad.
8. Test and Refine Copy: A/B test headlines, descriptions, and CTAs. Track your CTR to see which ads are performing the best and which need a little work. Because Google ads are brief, even small tweaks can lead to big results.
9. Bonus: Use Power Words and Emotional Appeals: Power words pack a big punch without eating up word count. Words like “Proven,” “Limited-Time,” or “Exclusive” drive urgency. Action words like “Get,” “Try,” “Achieve,” or “See,” paint a picture quickly and cast your reader as the main character.

Get Help Crafting Google Ad Copy that Converts

Combined with smart strategy, effective ad copy goes a long way to boosting your CTR and increasing your return on investment. This week, pick one of our tips to implement in your Google ads and watch your clicks rise. Even small adjustments can make a big difference, so don’t be afraid to iterate.

Want even more help crafting ad copy that moves the needle? LeadPoint Digital can help. We’re a team of dedicated digital markers and experts obsessed with understanding the latest in online behavior and search engine marketing so we can get great results for our clients. Contact us today to schedule your free consultation.