Best Practices for Writing Google Adwords Text Ads

The days of boring text ads are long gone. Even in 2018, many advertisers still think they can string together random words and it will work for a PPC campaign; however, copywriting is a huge factor in determining an ad’s success. As a customer, would you click on an ad that was dull and somewhat irrelevant to your search, or would you click on one with vibrant language that basically read your mind?

As an integrated digital marketing agency, we spend our days working to craft effective and engaging text ads. We’ve compiled a list of Google Adwords best practices to ensure your ad maximizes interaction…AKA saves you big bucks!

1. Stick to the Character Limit

Google AdWords ads must be short and to the point. Currently, headlines must be 30 characters or less and descriptions must not exceed 80 characters. Paths include up to 15 characters. Google won’t even publish an ad that doesn’t follow the guidelines. Try not to hit significantly under the limit as taking up as much space as possible on the page is important. You can view the most recent character limits here.

2. Think About Customer Desires

It’s easy to write an ad describing your product or service, but that’s not enough in 2018. Customers want the ads to be personal and unique. Start by thinking about the emotion behind the ad. For example, if you are advertising pool floats, you could use language calling out benefits like “cool down” or “escape the heat” rather than simply “buy our floats.” As Helpscout says, “features tell but benefits sell”. Just think of “get rich quick schemes” – whether you like them or not, they are successful because marketers play off a frequent human desire — to have more money.

3. Place Special Deals in Main Text

If you are offering an awesome deal, don’t be afraid to show it off. As an example, if you are having a ‘save $50 on your first purchase sale,’ tell everyone! Potential customers are looking for the best bargains and best quality. Also, be sure to call out unique features (yes, sometimes features work with benefits) that differentiate your business from your competitors. This could look like: “now offering new styles and sizes!” And before you even write your ads, make sure you have a solid understanding on your competitors’ products and how your products stand out, whether it’s a better price or a better selection. Find that secret sauce and use it to your advantage.

4. Avoid Restricted Punctuation & Content

Google has specific instructions and guidelines for all ads in every industry. Some ads can’t contain too many exclamation points or misspellings, unless the misspelling is part of a brand name. Also, advertising certain services are restricted. For example, medical prescriptions might be restricted until Google can prove you are a legal seller. You can view the list of restricted content here. If you violate guidelines too many times, you could be restricted from advertising all together.

5. Use Your Targeted Keywords

Make sure your ad is relevant to the people searching for your product or service. You will be bidding on a keyword, so if your keyword is ‘hiring solutions,’ use the term ‘hiring solutions’ in your description! Only bid on keywords appropriate for your organization – otherwise, you will get a disinterested audience causing a preventable, negative ROI. Remember that CTR (click through rate) affects your quality score, which in turn affects how much you will pay for an average CPC (cost per click). Lastly, be sure to view your competitors’ ad copy on certain keywords and make adjustments accordingly.

At first it can be difficult to write top-notch ads, but with time and practice you will get better and better. We promise! Remember, Rome wasn’t built in a day. These best practices for Google AdWords text ads provide you with a solid understanding to start building successful AdWords campaigns. Still not up to the challenge? Our digital marketing consultants and PPC gurus in Tampa at Sparxoo can manage your AdWords account, and other digital marketing needs. Drop us a note below if you’re curious how we can help.

Digital Marketing Posts We Love

Ok, we’ll admit it—we’re smitten with you. We get those butterfly feelings and emoji-like heart-eyes when you come around.


But to show you the love you deserve this Valentine’s Day, we decided to ditch the chocolate, candy hearts and flowers and focus on what you’re really here for: a killer marketing strategy. A strategy that delivers a solid ROI. A strategy that sets you apart from your competitors. A strategy that gives you the rightful reign of the digital world.

We rounded up our favorite blog posts to help you on your path. Think of this as our not-so-secret secret admirer gift to you. And even better, this gift isn’t a one-and-done deal. Our team of digital marketing consultants are here to help you along the way. Any questions, comments, conversation heart-starters? Hit us up below.

Posts We Love <3

1. Digital Marketing Resolutions to Kick Butt in 2018

We might be 44 days into the new year, but there’s no time like the present to recommit to your resolutions.

2. Inside the Tech Revolution

The tech landscape can be overwhelming. This post explores ways to leverage the latest technology to benefit you and your brand.

3. Predictions on How Automation Will Evolve Digital Marketing

Automated technology will undoubtedly shape the future of marketing. How so? We look into our crystal ball and share some predictions. (Hint: Robots are in play.)

4. Digital Marketing Testing Strategies

Want to optimize your digital strategy? Test it up. In this post, we share our tips and suggestions for effectively testing your website.

5. 3 Ways to Leverage Deep Data

Deep data = high-quality information. Rather than building surface-level personas, technology advancements today provide an ocean full of customer insights. This post will help you grab those insights and turn them into winning campaigns.

Love (and opportunity) is in the air. Soak up this knowledge and create your own irresistible campaign.


The Xoo

How to Optimize Your Campaign With an Attribution Model

We’re all about giving credit where credit is due. Just like Instagram Stories should probably thank Snapchat for their idea, and Kobe should thank Shaq for three of his five trophies, it’s important to hone in on the specific touchpoints or channels that played a key role in your own success—especially as a marketing professional. After all, if you don’t acknowledge (and support) just what drove your customers to purchase, you risk losing out on some serious profit.

Marketing is a team sport—but in order to have all the players cooperating, you need to know who performs best and when. That’s where attribution comes into play.

As noted in our guide, 5 Steps to Marketing ROI Stardom, leveraging and optimizing your attribution process will help you create personalized campaigns and better reach customers. While an integrated marketing agency will deep-dive into your processes, we’ll help you lay the foundation now.

Set up for Success

First things first: You must design your campaign for testing purposes. This means setting up your website and landing pages for split testing and installing UTM links for tracking. It’s impossible to improve with a fixed campaign, so build your campaign with growth in mind.

Okay, now we’re ready.

Get the Details

The next step toward attribution optimization is getting to know your audience and how they currently respond to your efforts. How many touch points does it take before a lead converts? Where is the majority of the traffic coming from? Are they abandoning the cart? If so, why? The answers to all these questions can be found in Google Analytics.

Let’s take a look at some of the metrics that offer the most valuable insights about your audience:

Website traffic

  • Geographic location
  • Device (mobile, browser, tablet)
  • New/unique visitor vs. return visitor conversion
  • Source (organic, referral, direct, social)
    • Conversion by source

Website behavior

  • Bounce rate—how many visitors leave your page immediately after arriving?
  • Top pages—what pages receive the most traffic?
  • Interactions per visit—what is your audience doing once they get to your site? For this, make note of your page views per session and time spent on individual pages.

Don’t just stay at the surface-level of data—dive a little deeper and collect more detailed customer information, too. A demand generation agency is your go-to for leveraging the smaller, more dense data streams that might get overlooked. For example, our team will assess (and spruce up) your lead scoring and grading processes in order to analyze which ad groups and targeting methods are actually delivering the most qualified leads.

Measure Conversion Goals

Another pit stop on the road to optimization: choosing an attribution model. These models help marketers decide which touch points and which channels get the credit for each conversion. Here are some of your options:

Last-Click Model—attributes 100% credit to the last touch point before conversion.

First-Click Model—attributes 100% credit to the first source within a search session.

Linear Model—attributes equal credit to every touch point within the conversion path.

Time Decay Model—attributes more credit to the touch points closest in time to the conversion, but gives some credit to every stage.

U-Shaped Model—attributes more credit to the first and last touch point, but gives some credit to the touch points in between.

It will take some experimentation to find your most successful model, which might change based on different campaigns. It then becomes a matter of “when should we use this model?” not if.

Optimize for Opportunities

When it comes to optimizing based on attribution models, think of the process as connecting the dots. You’ve mapped out a plan to get from point A to B, and you have multiple checkpoints along the way, but sometimes things aren’t so fluid. Your job is to see where things are falling through and revamp your tactics accordingly. Let’s take a look at a few real-life examples:  

If Google Analytics showed an influx of traffic from iPhones in Arizona or Texas but not nearly as many conversions, you might want to take a look at both the frontend and backend of your site. For instance, you might design a mobile-friendly version of your site in Spanish to better cater to that audience.

Let’s also say you test LinkedIn and Facebook ads and notice that LinkedIn ads deliver higher quality leads. Despite having a higher CPA (cost-per-acquisition), you might decide to allocate more of your budget to that channel moving forward.

Optimizing your attribution model is your not-so-secret secret weapon. When every aspect of a campaign works together to achieve the end goal, you can maximize both your input and output. Put all of your weapons to good use and make smarter, savvier decisions.