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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

  1. Make a copy of the Google Ads copy template
  2. You are required to fill in the target keywords, headlines, descriptions, path and the final URL of the landing page.

Some fields have a max character limit. There’s a “LEN” column on the right that indicates how many characters you’ve written so far.

3. If applicable, separate your target keywords into different categories within the template. For example:
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 Now

Headline 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 order

Path 1 / Path 2 — Add one of the target keywords

Example: /Eco-friendly/Home-Detergent

Landing Page URL — Add landing page URL. Example: https://homestore.com.uk/home-detergent