Optimising your google ads ad copy

Creating high-performing, efficient ads with a strong conversion rate and engaging CTR is a bit of an art. Google is constantly updating its algorithms and preferences, so the goalposts that determine just what makes a “good” ad can be difficult to determine.

One thing is for certain however; ad copy plays a critical role in driving successful ad campaigns. But a recent study from Optmyzr suggests that some of the previously held beliefs on what makes for a useful optimisation strategy, might not be bringing in the results you think.

As user behaviour evolves and Google’s tools become more sophisticated, keeping your ad copy optimised is essential to staying competitive. In this article, we’ll explore the best practices, common pitfalls, and emerging trends in crafting effective ad copy for Google Ads. We’ll also dig into that interesting Optmyzr analysis, so you’ll have all the latest details. Let’s get started.

• Ad copy: an overview
• Ad strength
• Creative length
• Common pitfalls
• Best practices

Ad copy: An overview

While a lot of PPC strategy discussion is focused on elements like bid strategies and keyword selection, your ad copy is just as relevant to your overall ad performance and ROI. But why are they so effective, and what exactly goes into good ad copy? 

Google Ads ad copy
Your ad copy holds the power of your ad to convert a user into a customer, with an immediacy that you don’t always get with video or an image. It’s a literal shorthand to connect to your audience, to increase your CTR and conversion rates, and to differentiate your brand from your competitors.

In the past, PPC marketers could sometimes get away with keyword stuffing, or writing bland but informative copy to point users in the right direction of what they were searching for. But in recent years, contemporary ad copy that is rewarded by Google’s algorithm has shifted towards automation and personalisation, with an emphasis on engaging and relevant messaging. It’s no longer just about signposting and specific keyword selection; you have to engage with and entertain users.

The rise of responsive search ads (RSAs) and dynamic ad formats requires advertisers to rethink how they approach copywriting. If you go back five to ten years, a PPC manager would write out potentially hundreds of similar but slightly different headings and descriptions for ads within a campaign. Fast forward to the present day, and AI is taking over a lot of those duties, with managers selecting and refining AI suggestions for ad copy.

Writing your own copy
Google still recommends that you write your own ad copy, regardless of any AI assistance. This is reassuring, because ultimately the people who can bring in the best results for your campaigns are the ones who know the most about the brand's USP’s. 

It is recommended that you create a selection of ad copy variants, with a handful of different titles, descriptions and subheadings to start running. You’ll soon see what styles of copy, keyword variations or content are performing the best with your audience. 

If you create headlines of varying lengths, you’ll also find some lengths prove to be more useful for specific devices, demographics or even stages of the funnel for potential customers. In summary: you want to test everything, then refine, until you are left with the most useful and efficient copy that has proven to be useful to your campaign.

Staying relevant whilst standing out
Google recommends focusing your ad copy on what actually makes customers connect with your brand. It might be how trustworthy your business is, or your most popular products that only you sell, or the variety of industry-specific items you have available. 

The entire ad should have one cohesive message, so your keywords and ad copy are working together as one. This should also make sure your ad is linking to a specific URL that reflects what is advertised in the ad copy. Sounds simple, but with campaigns of all sizes, you can end up with ads that are too generic. Of course, generic ads are often scrolled past, so you want to get specific to maintain relevance and a strong CTR.

Finally, the ultimate relevance of ad copy comes from your tone of voice. It should be immediately obvious to a first time user if your ads are targeting a Gen Z audience of students, or a Millennial audience of IT managers. The overall vibe, industry-specific lexicon and emotion of your ad copy needs to be tailored to your audience. This goes beyond keywords; you need to connect with your customers on their level.

Evolution of requirements
Beyond anything that you write as ad copy, Google is starting to favour generative ad formats that adapt to user intent, meaning static, single-version ads are less effective. For example, if you use a PMax

If you’re not using an ad type that creates variations for you (such as the generative AI available as an automatically created asset) high-performing ad copy must be adaptable, with multiple headlines and descriptions to meet various search intents. This way, you’ll be priming any generative AI to create copy that appeals to more users, in more niche and specific stages of the funnel.

As always, relevance and specificity is key, even when AI is involved.

Importance of testing and optimisation
Alongside writing new ad copy and researching historical data, you need to make testing and optimisation a consistent part of your strategy.

Regularly testing different ad copy variations is crucial for identifying what works best. This can be done at scale with generative AI, or on a smaller scale with new and novel ideas manually.

Continuous optimisation is key to adapting to changing trends, user behaviours, and Google's evolving algorithms. The industry is changing all the time, so your strategy should match its flexibility.

Ad strength

Google’s ad strength ratings focus on the number of variations and keywords used, but a high ad strength score doesn’t guarantee conversions. It's important to not rely solely on Google's suggestions; relevance to user intent and ad messaging quality still matter more.

Historically, ad strength as calculated by Google Ads within all of your campaigns was considered to be a strong indicator of how “good” the ad was. However, recent Optmyzr findings suggest that ad strength doesn’t always correlate so smoothly.

Their study analysed over 22k accounts with a monthly spend of over $1.5k, covering a variety of ad types including Expanded Text Ads (ETAs), Responsive Search Ads (RSAs), and Demand Gen ads.

They found that RSA’s that had an ad strength of “average” had a better CPA, conversion rate and ROAS compared to ads with “excellent” ad strength. Therefore, ad strength metrics aren’t the most important data sets to be focusing on.

Instead, focus on creating ads that address specific user needs or queries over simply meeting Google's ad strength guidelines.

Creative length

You can’t just stuff your ads with every keyword under the sun and hope that that will be enough to catch the user's attention. Brevity is often more effective, with concise, focused messaging outperforming long-winded or overly complex ad copy. 

Short, punchy ads are better suited to mobile users who prefer quick, easily digestible content.

Ensure every word in your ad copy serves a purpose, eliminating unnecessary jargon or filler text. With strict character counts in most ad types, this is a useful skill to pick up overall.

But remember to create a variety of lengths of headlines and descriptions. You may find that users on mobile and tablets respond more to shorter headlines, for example. 

Common pitfalls

With so much guidance on what you should be doing, it can be useful to keep a brief checklist in mind of what NOT to do. Here are some common pitfalls in writing ad copy.

Over-relying on automated recommendations
Google’s automated recommendations can be useful, but don’t blindly implement them without reviewing how they align with your brand and goals.

Automated suggestions may prioritise quantity over quality, potentially diluting your messaging. Remember, you’re the expert in your brand identity and audience preferences!

Keyword hyper-fixation
Don’t get obsessed over specific keywords to the point that you’re “keyword stuffing”. Ultimately, you want ads that read in a way that is authentic and human. Keep things genuine, and the algorithm (and your customers) will be happy.

Writing ad copy that is too long or complex
Long, overly detailed ad copy can lose users' attention, especially on mobile. Avoid technical jargon or overly complicated messaging. It’s best to stick to clear, concise language that resonates with your audience. Keep it simple!

Best practices

Before we close out today’s article, here are some final tips to help you level up.

Clear CTAs 
Effective CTAs (calls to action) continue to be essential for driving engagement and conversions. Use strong, action-oriented language in your CTAs (e.g., “Shop Now,” “Get Started,” or “Learn More”).

Cut to the chase
Put your most important copy at the very start of the ad. It sounds simple, but not every ad will show every word in the title, sub-heading or description, depending on its placement. So pop your most important and engaging content where everyone can see it.

Use a variety of keywords
You don’t need to only use one keyword in each ad. Though there will usually be a feature keyword that is the focus of the ad, you can bring in a wider audience with a handful of choice keywords in each ad.

Closing thoughts

If you want ads that perform well, you need to focus on your ad copy. Go beyond targeting and metrics and head to the source of what your audience is interacting with; the copy.

By focusing on user intent, keeping copy concise, and testing multiple formats, you can enhance the performance of your campaigns and drive better results. Remember, the best results from ad copy don’t come exclusively from metrics alone, it’s all about genuinely connecting with a relevant audience.
If you keep your audience at the forefront of your ad strategy, you’ll end up crafting copy that is relevant, engaging and creative, helping your ads stand out for all the right reasons.