SOP 150: How to Write effective Google Ads copy
Goal:
Produce high performing ad copy for eCommerce or service business ad campaigns.
Ideal Outcome:
A completed Google ads copy template.
Prerequisites or requirements:
N/A
Why this is important:
Writing with a framework and guided template helps you produce more ad copy in less time.
Where this is done:
Google Spreadsheet.
When is this done:
Before you set up ad campaigns.
Who does this:
The person responsible for media buying.
Environment Setup
- Make a copy of the Google Ads copy template
- You are required to fill in the target keywords, headlines, descriptions, path and the final URL of the landing page.
Branded — Keywords of your own company/business
Product — Product related keywords
Competitor — Competitor related keywords
Generic — Keywords that do not fit into other categories
Filling in the Google Ads Copy template
Note: This framework is mainly applicable if your target keywords are product or service based (i.e eCommerce products or agency services).
Fill in the following fields
Headline 1 — Use an adjective (“Best”, “Cheap”, “Smart”, “Valuable”, “Quality”, “Beautiful”, “Excellent”, “Fastest”, “Cleanest”, “Best value, Trusted, Best-rated”) and/or the target keyword.
Example: Target Keyword: Home Detergent Headline 1: Best Value Home Detergent Note: The target keyword is mandatory in headline 1, if your copy exceeds the character limit, omit the adjective.Headline 2 — Call to action (“Get started now”, “Try for free”, “Get Instant Access”, “Learn more”, “Try for 30 days”, “Save your slot”, “Free download now”, “Claim 50% off”, “Get free guide”, “Shop now”)
Example: Headline 2: Shop Online NowHeadline 3 — Get one of the subheadlines from the landing page or add a benefit (“Free Shipping”, “30% discount”, “First order free”, “Free international shipping, First order free, Get free consultation”)
Example: Headline 3: Save 15% on your first orderPath 1 / Path 2 — Add one of the target keywords
Example: /Eco-friendly/Home-DetergentLanding Page URL — Add landing page URL. Example: https://homestore.com.uk/home-detergent