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5 ways to create effective ad copy in an age of automation

Back to all resources

5 ways to create effective ad copy in an age of automation

Key takeaways

Well-crafted advertising copy has long been an important tool in attracting consumer attention — and it’s no different with digital marketing. The text in your Search ads can make the difference between a customer clicking or continuing to scroll.

Here we explore how, by working in tandem with automated solutions, marketers can create more relevant text-based ads that generate more high quality leads.

1. Ensure relevancy on Search with keywords

2. Harness your website copy with Dynamic Search Ads

3. Highlight your unique selling points with extensions

4. Refine your CTAs to reach more customers

5. Adopt a test and learn culture

Why is ad copy important for online advertising?

Automation has made speed of output and insights available to all. But with everyone using it, human inputs like copywriting can be an important differentiator for advertisers.

Effective ad copy is succinct, engaging, and relevant: Google research suggests that 75% of online shoppers have acted on an ad if it contains a message they consider relevant to them.

There are a wealth of Google Ads features that can help you in crafting effective ad copy and optimsing your messaging. Practise these five tips for copy that stands out.

1. Ensure relevancy on Search with keywords

Keywords are words or phrases describing your product or service that help determine when and where your ads can appear on Search.

Try to include at least one of your keywords in your ads to keep your messaging relevant to what people are looking for online. For example, if one of your keywords is “running shoes”, your ad headline might be ”Shop running shoes”.

Alternatively, you can set up keyword insertion, which automatically inserts a keyword into your ad copy based on a user’s search query. It’s a simple way to improve the relevance of your ads without having to input numerous copy options.

Ad groups

An ad group contains one or more ads that share similar targets. You can use ad groups to organise your ads by a common theme, such as a range of products or different services you offer.

2. Harness your website copy with Dynamic Search Ads

It can be easy for your text ads to get out of sync with the products and services available on your website, especially if you have a large inventory.

Dynamic Search Ads can help solve this problem with great effect. They work by generating headlines — and selecting landing pages — using content from your website, which keeps your ads relevant and saves you time.

Ultimately, the performance of Dynamic Search Ads relies on the quality and accuracy of the content available, so it's a tool best suited for advertisers with a well-developed website.

3. Highlight your unique selling points with extensions

Extensions are a great way to surface relevant text at the right time to the right users on Search — increasing the visibility of your ads in the process. Once you’ve set them up, machine learning technology selects which extensions to show in response to specific user queries.

If you have unique selling points, structured snippets extensions are a must. From your sustainability initiatives to service guarantees, Google Ads algorithmically decides the best headline or combination of headlines to show, helping you land important messages with prospective customers.

4. Refine your CTAs to reach more customers

In order to drive consumer actions that add value to your business, all your ads should feature at least one well-considered call to action (CTA).

Don’t expect prospective customers to do something unless you specifically encourage them to take action, whether that’s “Sign up”, “Buy it now”, or “Get a quote today”.

Ad extensions can help here, too, matching user Search queries with different CTAs — such as encouraging users in a specific area to visit a local store.

5. Adopt a test and learn culture

Whether it’s a headline or a CTA, testing different copy variations can help you determine what messages work best with consumers and improve the long-term performance of your campaigns.

Automation means this can be done at speed and scale, but you still need to provide the algorithm with good copy to work with.

With Performance Max campaigns, the more text or imagery you put in, the more combinations it can test and the greater the optimisation. Use ad variations to create and test different versions of your ads across multiple campaigns to see what messaging chimes with users.

Quality Score provides a diagnostic tool to help you see where you can make your copy more effective, from your use of keywords to the makeup of your landing page.

Performance Max

A goal-based ad format that allows you to advertise across all Google channels, such as YouTube and Search, from a single automated campaign.

Learn more

Getting a competitive edge with great copy

Human creativity can help give any campaign that all-important competitive edge.

By combining your expert knowledge of your product and customers with automation’s ability to scale and optimise, it’s never been easier to create relevant ad copy in your ads.

Using the tools and features listed above in tandem with human creativity, advertisers can land the messages that matter and generate valuable leads.

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