How To Create Highest-Performing Google Search Ads That Convert [Optimisation Checklist]

Who likes to get hold in fetters? I guess nobody. But, when it comes to Google Ads, there is no option instead go with the guidelines.

Personally, every time, when I use to wrap Ads content, I feel like stepping into a skyscraper barefooted, even if a little wave can make me fall.

Strictly 30 Chars are heading, 90 Chars descriptions. Don’t use “Get” or “Click”. No, you can’t use features and benefits. Brand not taken!

Google Why?

Most of the time, it becomes frustrating to stand creative while fighting with your competitors as well.

What should be that ideal Ad copy, which greed your visitors to click and buy? How to beat the competition, get a higher Quality score, Click-Through Rates (CTRs), and Conversions of course.

This post will cure all your Google Search Ads Pain points and will give you crisp tips and techniques to draft highly converting Google Ads copies.

All you need to do is, keep reading! Let’s go…

1. Read Your Buyers Mind

When you plate, what your customers are looking for Undoubtedly, they take it without thinking twice.

Internet Live Stats states that 3.5 billion Google searches are made every day. And For every $1 spent on Google Adwords, businesses earn an average revenue of $2 (Google).

Huge!

There are millions of consumers using Google to look for products and services every day actively.

But how to get yours in front of them? If there are millions of consumers, then there are a large number of agencies, companies, investing a huge amount in getting their ads in front of their target audience.

What about those firms with a lower budget?

So, those firms with lower Ad spend can also display their ads in front, only If they act wisely.

Let’s see how?

• 1.1 Mirror the searcher’s query.

  Get inside the searcher’s mind, and place yourself in his/her place, if you would be there, what will you type?

  By including the same phrase and targeting the same keywords in your ad copy, the searchers are searching for and letting them know; they are at the right place, can maximize your conversions.

• 1.2 When they ask “Espresso,” don’t throw “Coffee.”

  Let’s suppose you visit restra, and you asked for “Espresso,” and waiter yells you with “sir! Here’s your coffee. ” Being logically correct, still, it would not possess the feel.

  Similarly, when you are writing an ad copy, make sure, what is asked? And what are you reverting?

  Keywords placement in Ad copies plays a highly crucial role in scaling your Google Ads campaign.

  To increase the Ad Relevance, do analyze, what are those keywords you are selecting to bid on. Are they closely linked to one other?

  So, if it’s “Espresso” then its “Espresso”.

• 1.3 When they are choosing “Espresso”, get them to “Espresso Palace.”

  Adding targeted keywords in Ads is okay, but after that, what if the same people landed on your site.

  You will agree, if you want to taste “Espresso,” then you would visit some “best expresso palace or cafe” in town, who prepares the best expressos.

  Likewise, in the Advertising world, maintaining the consistency would work!

  Targeting the same search keywords, in your landing pages, that you have used in the headlines of your ad copies reflects the authenticity.

  Serve “Best Expressos” at “Expresso Palace”

2. Dynamic Ads Functions

Google Ads platform contains a drop-down list that adds Dynamic Ad Features to your Ad copies.

You can trigger this, by adding “{“ in the text box of the Google Ads interface.

• 2.1 Dynamic Keyword Insertion

  Dynamic Keyword Insertion (DKI) is one of the most advanced Google Ads Feature. It dynamically updates your ads with the keywords in your Ad group.

  Naturally, it adds personalization to your ads. If you want to display your ads to a large group of people, specifically for what they have searched for.

  Then, this dynamic Google Ads feature will automatically add customized keywords in place of default text of your Ad.

  For example – You have an E-clothing store, and you are running an Ad for “Women’s Dresses” (15 chars) as placeholder text. So, when this Ad gets triggered, and text length is less than 15 chars, then the keyword in syntax will be replaced with “Women’s Dresses.”

  But, if someone searches with the phrase “Women’s Party Wears”, i.e., the length of this search phrase > 15 Chars, then it would be like “Best Deals on Women’s Dresses”, default placeholder text “Women’s Dresses” will be shown.

• 2.2 IF functions

  You know, you have a varied set of audiences, visiting your site, including visitors, prospects, leads, cart abandoners, SQL(Sales Qualified Leads), existing customers, etc.

  Among them, cart abandoners are the most valuable resource, you have, that are more likely to convert.

  To call your Cart Abandoners back, you are running an ad campaign, where you are offering an “Exclusive 20% Off, plus free shipping”, on complete site. Others will get a 10% Off regular discount.

  So, here “IF” functions come into play, where you are setting if-else condition for your eCommerce store.

  That’s a super useful Dynamic Ad feature for your highest-performing google search ads, as well as for lead generation in eCommerce.

• 2.3 Countdown Timers

  Countdown timers add the feeling of missing out; it creates a sense of urgency. Through these countdowns, your customers are more likely to convert.

  Now, the question is, how you would implement these countdown timers to craft the Highest-Performing Google Search Ads copies?

  To implement Countdown timers in your PPC ads, you have to fill the builder widget.

  But, before that, you must be aware of the time zones, because they are more prone to cause errors. Make sure the time in your ad copies matches the time on the site you are targeting.

  Make sure, they are more closely related, and the time interval you have chosen shouldn’t be extremely large or far away!

3. Keep Your Ads Fresh

Nobody likes stale! Everyone wants fresh, whether it is Food, News, Trends Results, or anything.

It is true, we all like stuff, which is trendy and latest. Why would anyone pay for outdated things?

In Online Advertising, what’s current will get more eyes on, and people will be more interested. In the same arena, timely triggered ads, are getting more conversions and CTRs.

If you are adding numbers like “50% New Leads In October” so here, you are talking of today or tomorrow. Whatever the stuff you are sharing is the latest and new.

It’s likely to have more clicks then, something like that, “Get New Leads this Winters.”

4. Extensions Are Crazy

Expand your Ad, to make it more useful for your searchers. You may find different types of Ad extensions to meet your business goals.

In the list below, you can have a look, there are as many extensions, to start with, and each of them serves different purposes.

• 4.1 Sitelinks

  Sitelinks shortens the sales cycle, by directing the searchers to a specific page, you store timings, special offer, or any landing page.

  With Sitelinks in Google Ads, you can measure the specific site link clicks, which helps you get your customer’s preferences and tastes.

  4.2 Call-out extensions

  Similar to site link extensions, these google ads extension allows you to add USP’s(Unique Selling Points) or features or any content promoting your business, without adding links.

  This extension helps you to add unique offerings in bullet points, with no additional cost.

• 4.3 Structured snippets

  Structured snippets allow you to add content in a list. It helps you highlight specific features of your products and services. Precisely, it contains header and list of features to highlight.

5. Hyper-locals in Google Ads

For highest-performing ads, it’s super necessary to add the spice of personalization in your ads.

Now, it has become habitual, for all of us, whenever we feel we need any product or service, we add a phrase, “XYZ service near me.”

Because we are lazy and we don’t want to rush, we need services locally. Instead of targeting this earth, Target regions to run your google ads.

This geographically targeted Google Ads copies and campaigns gives you better conversions and increased Click-Through Rates (CTRs).

6. Do the Perfect Message Match

You might be thinking why I have included this story. Don’t get me wrong; I’m not hungry. It just that, I want you to understand, the criticality of landing pages in your Google Ad campaigns.

Take care of the message match! Uniformity in content, offers, or anything you are mentioning in your Google Ads Copies should be exactly what you are offering on your landing page.

7. Super Attractive Power Words

Increase your ad visibility by adding power words in your google ads. Crafting the Highest-Performing Google Search Ads seeks a lot from you.

Power keywords are lucrative – “You,” “Increase,” Free,” “Try,” “Grow,” “Love,” etc. They work best when they are inserted in headlines.

I clearly understand you must be fed up by reading the same points in almost all the articles. Keywords, keywords, Keywords, everywhere! I sometimes feel everything is a fallacy.

But, at the same moment, I feel, how can I bring more for my followers, with every new content piece.

So, coming back here, you know, there are precisely three types of keywords in the industry — highly competitive, average or less competitive keywords to choose.

Highly competitive keywords are more costly, and popular to get rank on. So, my tip is to choose keywords with the average competition.

Because in this cut-throat competition, you are going to have a hard time, unless you are a significant influencer or big name.

8. Test and Optimize Your Google Ads

Last but not least, you have already created super active Google text ads. But, how will you test them, are they working?

Best Google Ads practice is to test your ads and iterate them. How?

Refine your ad text, especially your headlines. If you consider, Responsive Search Ads, they automatically get tested across various parameters. But, for non-responsive search ads, you are required to create a testing framework.

• 8.1 Google Ads label

  You may use Google Ads label to stay managed; it will work like a calendar for you.

• 8.2 Ad Variations

  Create different variations similar to that you learn from their varieties. You can put full stops to the number of elements you are using in your Ads.

• 8.3 Ad Rotation

  Google Ads contains rotation settings, Optimize, and rotate indefinitely. Learn more.

Shout Out Loud With Us

Crafting the Highest-Performing Google Search Ads copies, running Google campaign, and testing and optimization is a combo of art and science of course.

You must agree, any Ad doesn’t constitute technical points only, but also, there is an artistic side of every ad copy. It is not limited to keywords, but context does matter.

Trust me; nothing works with algorithms. It seeks more and more.

So, with this, I am wrapping up this topic for now. It’s your turn, to give your inputs. Implement these Google Adwords techniques and share your results with us.