Best Practices for Google Text Ad Copies (With Creative Copy Templates)

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An effective ad copy template can provide structure for creating effective ads that are more likely to achieve a high click-through rate (CTR). The higher your content’s CTR, the more likely your consumers are to stay on your site, leading to more conversions. But the trick to implementing compelling ad copy is knowing which practices will create the most well-structured template. 

This guide will introduce proven practices for your ad copy templates that have been shown to increase both user engagement and conversions. After discussing these templates, I will then break down a few of the most effective approaches to crafting powerful ad copy and touch on the benefits of each approach. So, let’s begin!

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TL; DL - Five Principles Of Copy Mental glues (Source: David Melamed)

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• 1. Alliteration – “Melts in your Mouth”
• 2. Double Entendre-  “Staples” “When It Rains, It Pours” “Runs Like a Deere” – all have double meanings.
• 3. Repetition – “When it Absolutely, Positively has to be there overnight.
• 4. Reversal - “To Be or Not to Be” “Fire and Ice” “Our Food is Fresh, our customers are Spoiled.
• 5. Rhyming - "Forget the pitch, you've got an itch"

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Let's have a look at some great examples (Source: Self Compliance):

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TL; DL - Google Text Ads Copy Templates Cheat Sheet

Templating Practices that Elevate Google Text Ad Copy

Using these simple practices, you’ll draw in more readers and boost your CTRs. Then, implement them into your next round of Google text ad copy and watch as your analytics spike.

1. Craft Effective Titles with Brand Names

An effective title is one of the most important aspects of your ad copy. It is the first thing that a reader will see and can shape how they interact with your brand. Therefore, treat it as an initial introduction to who you are and what you’re selling.

Ideally, your title templates should feature both a product name as well as your brand’s name, structured with a call to action like so:

• [CTA] [The Brand] [The Product] – “Get Your Blinksy Touch Screen Refrigerator Today!”
• [CTA] [Proposition] [Brand] – “Invest Today and Benefit Tomorrow with SmartTech”
• Say Hello to [Brand] [Product] – “Say Hello to the Revolutionary Banana Smartphone”

The clearer your CTAs and the more unique they are, the greater an impact you’ll leave on customers. Think outside the box and get creative by including keywords while working within the template, and you’ll quickly see interactions spike.

2. Create Powerful Titles Focused On USPs

If you’re going to get creative with your titles, remember to explicitly highlight your product or brand’s unique selling points (USPs). This is especially vital throughout the body of your text as you start crafting H2s and H3s. Incorporate crucial keywords you’re bidding for by crafting short summaries of product variety, pricing, and availability. For example:

• [Outcome] with [Process] – “Live the Highlife by Investing Wisely”
• [Verb] [Ideal-State] without [Pain-Point] – “Find the One-in-a-Million Dream Home Without Even Looking!”
• How you [verb] matters – “How You Listen to Music Matters. Listen With Orange Music.”
• [Verb] your way to [Outcome] – “Hydrate Your Way to Healthy Skin with Cloud Water.”

Use these temples to create short snippets that both describe your product and show how they can improve the lives of a consumer. When users know the possible benefits of your brand, they’ll jump on board in a heartbeat.

3. Incorporate Titles with Company Propositions and CTAs

Just as a title can tell a consumer about a product, it can also say a lot about your brand. Building effective titles around your company’s mission statement, USPs, and propositions builds authority and conveys a sense of trustworthiness and expertise to the consumer. As with all titles, though, be sure to hit those target keywords to draw in search results. Effective templates may work as follows:

• [CTA] Your [Proposition] Today – “Revolutionise Your Haircare Today”
• Join [Number of good reviews or customers] – “Join 1 Million Other Satisfied Customers”
• Don’t just [Traditional State]. [Ideal state]. – “Don’t Just Fly. Fly Millesantos Air.”
• [CTA] for [USPs] with [Brand] – “Experience Fast, Reliable, and Secure Shipping with Zed-F Logistics”

These templates convey how your brand approaches customer interactions and lead with a strong impression, guiding the consumer to put their trust and faith in your products.

4. Lean into Product Descriptions

Consumers are more likely to buy when they fully understand what they’re getting. The more emotion you put into your product descriptions, the more faith a consumer will have in the products they’re buying. Be transparent about what value your product provides and follow up with a CTA. Include information about variety, promotions, shipping details, or even the services. For example, use these templates:

• Featuring [USP] and [Technology] to [Benefit] – Featuring Comfortable, Breathable KloudCell Foam and Zero Disturbance® Technology to Support Your Spine Throughout the Night
• Built with [Target Audience] in mind, the [Product] delivers [USPs] to [Benefits] – Built with Athletes in Mind, the Athena Spartans Deliver Increased Traction to Propel Your Strides Forward
• Unlock [Benefits] with the #1 [category] [Product], [CTA] – Unlock Luxury with the #1 Ergonomic Office Chair by Buying Today

Formatting these templates using Title Cases. Interestingly, I read the article from Google Performance Assets Best Practices mentioned above, so I immediately scheduled two experiments to test this theory:

• a) Test 2 countries: Canada & United Kingdom, for a more holistic view of cultural impacts
• b) Test 2 funnels: Generic & Brand campaigns.

Conclusion? Title Case didn’t bring the CTR or CVR uplift.

How Tone and Purpose Shape Your Ad Copy

Beyond basic templates and formatting, your text ad copy's overall tone and intent can produce vastly different results. Here’s what we mean:

Competitive Ad Copy

Ad copy that centres around comparing your products to competitors help build authority around your brand, positioning it as the best, easiest to use, or most luxurious option. When writing this style of copy, it’s crucial to use investigative intent keywording to draw in niche markets. However, competitive ad copy is most effective for audiences already in the consideration stage. You likely won’t strike gold with general browsers.

Conversational Ad Copy

This approach is likewise most effective with Middle of Funnel audiences, i.e., those who are already considering your brand. By taking a conversational approach and implementing everyday language, such as “Are you kidding me?” or “You can count on us”, you reach the audience where they are and convey a sense of equality. Your likeability then sells the product.

Authoritative Ad Copy

For audiences of all types, take an authoritative approach by offering a range of trust signals, such as ratings, testimonials, and customer reviews. Build your authority by relying on the expertise and past success and leaning into your company propositions, as shown above. Also, don’t be afraid to stress free risk reduction offers, such as “Free Delivery”, “Free Returns”, and “Free Trials”.

Goal-Oriented Ad Copy

When you’re looking for new audiences in the intent stage of buying, it’s essential to focus on the benefits of your product. Keep things goal-oriented by leaning into product descriptions and features, as well as stressing facts and states. Mix in some humour to keep the buyer interested, and they’ll soon be hooked on your brand and your products.

Personalised Ad Copy

Customising your ad copy to be highly localised will draw in a surprising number of buyers, especially those in the intent stage. Keep it personal by speaking in the second person and making the most of Ad Customiser to produce potent, personalised content.

Final Thoughts

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Let's recap again for all the good copy templates:

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Although the content of your ad copy might help you rise to the top of the Google algorithm, mastering effective title templates and structuring your ad copy with specific intent can increase user engagements, boost your CTRs, and lead to more conversions overall.

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Bonus: creative callout extensions Templates (Source: Reddit)

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References

• https://www.deanlong.io/blog/how-to-write-killer-blog-titles
• https://www.thinkwithgoogle.com/intl/en-aunz/future-of-marketing/creativity/performance-marketing-best-practices-hub/
• https://www.wordstream.com/blog/ws/2021/01/13/best-words-and-phrases-for-marketing
• https://www.deanlong.io/blog/linktree-vs-flowpage-see-who-comes-out-on-top-in-linkinbio
• https://www.deanlong.io/blog/advanced-tactics-for-seo-keyword-research
• https://www.deanlong.io/blog/consumer-shopping-behaviour-study-the-messy-middle-one
• https://support.google.com/google-ads/answer/6072565?hl=en-AU
• https://davidmelamed.com/2013/03/25/write-sticky-slogans/
• https://davidmelamed.com/2015/02/10/clever-ppc-advertisement-2015-far

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