Recently I re-wrote a website for a small business that sells slide-on campers. The new owner, Darren, wanted to generate more sales and generally update the site.
Since he took over the business, Darren has been using Google Ads to increase his business website’s page ranking. He’s been writing his own ads and A/B testing them.
He asked me if I could re-write his Google Ads, add negative keywords, and pause any ads that weren’t performing. He wanted to concentrate on running his business and somehow decided I probably knew more about Google Ads than he did.
Of course I said yes… then I started frantically researching!
This is what I discovered.
Writing Google Ads Is Fun!
Surprisingly, I really enjoyed re-writing Darren’s ads. It’s a challenge, like solving a puzzle.
Each ad is made up of two parts, the heading and the description. For those of you familiar with writing catchy titles and meta descriptions for web pages, it’s similar… but different.
The heading is broken into three parts. Each part has to be 30 characters or less. The first heading always shows on an ad. The second always shows, but can be in the main heading or used as a sub-heading. The third only shows on Mobile Ads.
The trick is to make the three-part heading flow in all three ad styles. And of course, you need to add keywords in a conversational style. You can’t just stuff keywords into the headings. No one’s going to click on that!
Once you nail the heading, then you have to make the description persuasive without hype. And you need to add keywords. The catch is, the description is broken into two parts, each 90 characters. No pressure!
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