How To Write Great Adwords Ad Copy

How To Write Great Adwords Ad Copy


  • What types of Ads are competitors writing?
  • Which ones are consistently up the top?



  • 1 Brand
  • 2 non brand


  • Include Keyword

Ad Copy

  • Capitalise the first letter of each word
  • Write Ads to appeal to the exact person we are targeting
    • Use their language
    • Use benefits / offers that would appeal directly to them
  • Make it clear and specific
    • Goal is to make it clear exactly what you are offering so that only people who are after exactly that are clicking, not people who are unsure and need to clarify your offering
  • Make sure that anything covered in the ad is immediately evident on the landing page and any claims or offers are backed up


  • What your product or service has to offer
    • Reduce your Tax by 20%
    • Makes your teeth Whiter


  • Emotional Payoffs someone experiences from using product or service
  • Feature which means ….
    • Increase your disposable income
    • People compliment you on your looks / find you more attractive

Offer / Call to Action

  • Free Delivery
  • Careful use of Free – eg. Order today for free upgrade
  • Careful use of !
  • Use concrete numbers – eg. 20% off
  • Same day quote
  • Question – eg. Want more than run of the mill?
  • More – eg. Read more here, learn more here etc.
  • Discover – eg. Discover the secret to…
  • Don’t use generic calls to action – eg. click here

Display URL

  • Try to include keywords, demonstrate relevance
  • Does not have to be a real url
  • com/keyword


Title – include keyword

Line 1 – Include Benefit

Line 2 – Feature or offer

Display URL



 Paused the worst performing ads – but only where there has been enough clicks to tell.

 Ideally you’d want the best ads to have had 10+ clicks (per ad group), but I went with less this time to fix things sooner.

In case anyone didn’t realise, if you want a long headline (headline + description line 1 joined together), then there must be punctuation at the end of description line 1.
This tells Google that it is a separate statement to line 2.
If you don’t do this, Google may choose to fill that space with your site URL
The first two ads don’t have end of line 1 punctuation. Google has filled the space with their URL.
The 3rd ad doesn’t have the punctuation either. Google hasn’t shown their URL, possibly because it is too long.
The 4th ad has used punctuation (you can’t see it, Google strips out full stops from the end of the headline.
Darren and I have discussed the options, and here’s our thoughts:
·         Extended Headlines are preferable – they should give a higher CTR, and more messaging in large bold.
·         If you have a known brand you might choose to not have an extended headline, and have your URL display instead of having your brand name in the headline. I think the following ad benefits from having the URL:
There’s no easy way of checking accounts for punctuation. You can filter all ads like this to find ads with no full stops or exclamations at all:
Otherwise download ads into Excel and put on your Excel Wizard hat.
Of just visually scan through ads in the account.
I think it should be standard now to always have end of ljne 1 punctuation for new ads. With perhaps the exception of known brand names