Write compelling; genuine ad copy - Google Best Practices Video Lecture | Create Effective Text Ads - Google Best Practices - Marketing

hello the internet welcome to our
ongoing video series all about creating
effective text ads and Adwords
my name is sean quadlin i'm a product
marketing manager here focusing on
adwords best practices and right now
we're going to talk about how to write
compelling genuine ad copy as you adjust
to the new mechanics of expanded text
ads there are certain things to consider
when writing your ad copy itself namely
you want to show value to a user without
coming across as pushy but how can you
do that rethink your entire ad creative
craft messaging that focuses on user
needs and benefits and avoid generic
sales language in your ads to start
expanded text ads are an opportunity to
rethink your entire creative your ads
have a lot more breathing room which
means you can reveal more about yourself
to prospective clients whatever ad copy
was most successful for you in the old
world can and probably should instruct
what you do with that new expanded space
put another way you can now say things
that you couldn't even say before next
craft messaging that focuses on user
needs and benefits the best way to show
value to a user is to think about what
their needs are users respond to ads
that include concepts that are important
to them focus on what a user gets by
visiting your site things like
reliability or trustworthiness the wide
selection and whatever else someone can
want before visiting your site although
those specific benefits will vary from
industry to industry start the ad copy
process by thinking about your users
aside from knowing your own business and
knowing your customers one crucial way
to get insight into what users care
about is to connect the terms you see in
the search terms report with what ad
copy is serving see what they're
searching for and how you actually speak
to that in your ads finally avoid
generic sales language in your ads use
more specific and relatable calls to
action things like call us today create
a false sense of urgency
there's not really a benefit to the user
so why would they want to call today
time-sensitive ads can be great but
there has to be a reason for that
urgency something like sale ends in this
many hours through the usage of a
countdown ad can be very effective make
any urgency earned and then valued
and a final point about calls-to-action
make your offers to customers relatable
think about where someone is in the
buying cycle based on their query no one
a user probably wants to browse and when
it seems like they're actually ready to
make a purchase to recap how to write
compelling genuine copy rethink your
entire ad creative craft messaging that
focuses on user needs and benefits and
avoid generic sales language in your ads
thanks for watching this video but
please check out the rest of our series
all about creating effective text ads
and Adwords
you