The Art Of Writing A Good Text Ad For Google AdWords



Ad Texts in Google AdWords are really simple to create, but it’s how they’re written that makes them so effective. Grab yourself a cuppa, relax, and read our guide on how to write a good text ad for Google AdWords.

how to write google adwords ad text

Your ad texts are one of the only things that potential customers get to see. Because of this, you want to make sure they make an impact! You only get a few characters to leave a lasting impression here, so you need to make sure that everything you include is worthwhile and engaging.

Your ad texts are made up of a few different sections, however it’s your headlines that need to pack a punch. In other words, you need to meet the needs of the customer by offering a solution to their search term, whilst also shouting about your business and setting yourself aside from the competition. This is easily done by including a USP (Unique selling point) that you think will make your business stand out, and what will also be the most appealing to the customer (if you have a sale on or are accredited with an award this is the place to mention it) to try and guarantee that click!

Unique Selling Points

If you’re finding it hard to pick just one USP for your headlines don’t worry, it’s best for your ad texts to be USP rich. And it’s important that you don’t shy away from selling your business to your customers, ego is not a bad thing here. The more you shout about your business, the more likely you are to get the click, and ultimately the sale.

Target Keywords

You want to make your ads as relevant as possible to the customer.

So always include your target keywords in your ad text to remind the customer that you offer exactly what they are looking for. I would suggest including the keywords a couple of times just to make sure that it is set in the customers mind. Relevance is key here. As well as making the advert as relevant as possible for the customer, this also helps improve your overall quality score.

google adwords relevancy

Quality Score

Your text ad when complete is given a quality score out of 10, and you want to keep your score as high as possible. The higher your quality score, the higher you will appear in the auction, at a lower CPC (cost per click). Your quality score is given based on a couple of things; One being how relevant google deems your ad to be to someone’s search term, as well as the relevance of the landing page. If a customer was searching for ‘red shoes’ and you have a page for red shoes or general shoes, you would want to take them to the most relevant page. Which in this case, is the red shoes page. Your ad is then judged on an expected CTR (click through rate). With an ad, relevance is key. Especially when it comes to getting a good quality score, so make sure your ad is as relevant as possible to the search term.

red shoes ad text

red shoes ad text


Now, what I am going to tell you next is going to mean you have to throw everything your English teacher ever taught you about grammar out the window. Capitalisation. Trust me it’s important. The best way to grab someone’s attention who is browsing the web is to capitalise the first letter of each word you use in your ad text. For example; ‘Free Google AdWords Account Review From Mabo’. I think you’ll agree it stands out from the rest, and that’s exactly what you want to do with your text ad. This practise has been proven to increase visits to your website, and your overall CTR, this should not be overlooked.

Having said all that it’s not just about what you say, but how you say it…

For your ad text to be one of the best out there, you should always have your ideal customer in mind and write each Ad based around them. You should also keep in mind what message you are trying to convey about your business. Try and personify your business and give it a voice.

Now you’re all set to write the perfect ad text and see your clicks sore…

Looking for more help and assistance with your text ad writing? Complete the contact form below and a member of team will be in touch to see how we can help.

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