Struggling to get your Google ads to perform how you want them to? This often happens when new clients come to us, either because they are unhappy with their current agency, or not getting the results and return on investment they were after. 

The main thing that can make or break a PPC Campaign is ad copy. If your ad copy is poor, you are chopping yourself off at the knees. Improving this can drastically improve your ROI and overall conversions. 

At Fibre, we see potential customers who have this issue constantly, from spelling mistakes to bad CTAs or no extensions. All of these aspects can reduce trust in your audience and lead to reduced impact on your campaigns.

Common Signs Your Ad Copy Is Failing

So how do you know if your ad copy isn’t up to scratch? This can often depend on what your aim is. If you are looking for high volumes of traffic on your website, then a low CTR is a big problem. 

If you are looking for a high level of engagement once they are on your website, having a high bounce rate can be a sign of failing ad copy. 

The most common form is having a lack of conversions, whether this is being caused by a misalignment between the ads and the website, or if the ad copy doesn’t fit right. 

Other factors such as a low quality score also indicate the quality of your ads, this takes into consideration factors such as landing page quality, ad relevance and expected CTR. 

Why Ad Copy Matters More Than You Think

Ad copy in some cases can be the first part of your business that viewers see. If it gives off the wrong impression, it can put users off completely within the first few seconds of looking down the SERP. 

In most cases, your ads are shown in direct competition with your competitors. When placed side by side, if your ad doesn’t stand out, it likely won’t be the chosen one to click on. If your ad isn’t engaging, with clear CTAs and USPs, you will be losing out. 

Good copy is critical to the overall success of your PPC campaign. It has a knock on effect on aspects like quality score, CPCs and conversion rate.

Key Elements of High-Performing Ad Copy

Making your ads engaging and informative can be a tricky balance. We recommend looking at the following aspects to see if they’re included in your ads:

Clear Value Proposition: Make sure that USPs are clear and obvious in your ads. 

Relevance to Search Intent: Keep your ads within the realms of what the users have typed into Google, ensure that it makes sense to their query.

Emotional Triggers or Pain Points: Appeal to the issues your user is facing. If your products or services can aid their issues, shout about it. 

Strong CTA (Call to Action): Tell the user what you want them to do, whether that is to get in touch, call now, email, or purchase.

Ad Extensions: Add as much detail as possible to your ads, whether by images, callouts, phone numbers or locations. All of this information is valuable to the viewer.

When to Rewrite vs. When to Test

With the introduction of Responsive Search Ads (RSAs) variation on ad copy is a lot easier, however, it gives you a lot less control on the overall look of the ad unless you pin headlines. Using pinned headlines allows you to see slight differences on the ad copy and which performs better. 

AB tests allow you to see if other ad copy variations would perform better. It can be vital to continued optimisation
of the campaigns. Keeping ads stagnant for too long can be detrimental to overall performance. 

Conclusion 

At the end of the day, bad copy = bad performance. Interested in ensuring your PPC is performing to its full capability? We provide free audits of your accounts to make sure it is ticking all the boxes. Get in touch with us today to kick start your PPC project.