Google Search Ads Best Practices

Google ads are paid search results that show up on Google’s search engine. When a user performs a search, they’ll see the top-ranking pages (based on SEO) plus several ad spots. Google ads are displayed at the very top of the page and they’re labeled “Ad.” While these ads do have the “Ad” label, they still yield some benefits:

Paid search results are shown as soon as they win the auction. It would take months or even years to achieve this through SEO alone.

Search ads are the place people and marketing teams turn for rapid-response campaigns. The ads appear above and at the bottom of search results, where they’ll get noticed by potential customers.

The design is discreet, so many people don’t even realize they’re viewing a marketing ad.

These are pages that have content related to what people typed in the search engine.

Popularity is a huge factor when it comes to ranking on search engines. Search engines explore every aspect of a website in order to determine its value, and the first thing they do is look at page popularity.

The way to succeed in Google’s search ads is definitely with an effective headline. When you see your iStudent Services landing page on the Google search results, people will either respond to it or they won’t, and that depends on the headline they see.

As a writer, coming up with a catchy headline is one of your most important jobs. A good headline is attractive to readers while also including relevant keywords. There are several proven practices that can help you make headlines more attractive:

Make sure to communicate with your intended audience in their niche language. We’ll use any industry-specific language that customers are accustomed to hearing.

Use a CTA to drive your users to take desired actions.

You are now reading the page that’s sponsored by this advertisement. And what a coincidence, it happens to offer some great advice! Make sure you read it to learn how to solve a problem for the user or answer a question they might have.

Google Ads conversion rates will increase if you use customer intent while writing your headlines. This means asking your users questions in the headline, like “Are you considering buying a house?” In this example, if a user searches for information on real estate agencies and sees the question, they might be more likely to convert.

Tell them you get it. You’re not being arrogant or unsympathetic. Statement like “We see you” make the customer feel understood.

Write in a way that anybody can understand. Even if you’re targeting industry professionals, natural language has better conversion rates than technical jargon. When deciding on specific wording, always choose the simpler option—you’ll put more people at ease and make headlines more welcoming.

It’s important to keep up with the latest trends in your industry. This is what drives search results and keeps your website relevant. Keep an eye on common search terms related to your business and use them regularly in headlines, titles and calls-to-action.

Your customers are smart and they’ll be able to tell if you’re not being genuine. Be true to who you are and what your business stands for. If the offer in your headline is great, but it’s untrue, it will prove useless.

Make sure that you can deliver on your promises. If you can make realistic promises, then those will work. Your customers want results and if you promise them great results, they will buy it.

After the headline, users will also see a description underneath. There is more space to use here, so follow headlines up with some more information. Here, it’s normal practice to provide specific information about a product and its benefits. For example, after the headline’s promise, detail what the product is and how it can help in more detail.


Manisha Tolani
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