SOP 150: Write effective Google Ads copy
How to produce high performing ad copy for eCommerce or service business ad campaigns at scale.
Last Updated / Reviewed: 03/28/2024
Execution Time: 10 - 30 Mins
🚀 Goal: Produce high performing ad copy for eCommerce or service business ad campaigns.
🤞 Ideal Outcome: A completed Google Ads copy template.
🤔 Why this is important: Writing with a framework and guided template helps you produce more ad copy in less time.
🧐 Where this is done Google Spreadsheet.
🗓️ When this is done: Before you set up ad campaigns.
👨 Who does this: The person responsible for media buying.
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Environment Setup
01▸ Make a copy of the Template 044: Google Ads Copy Template (web version)
02▸ You are required to fill in the target keywords, headlines, descriptions, path and the final URL of the landing page.
Some fields have a max character limit. There’s a “LEN” column on the right that indicates how many characters you’ve written so far.
03▸ If applicable, separate your target keywords into different categories within the template. For example:
- Branded — Keywords of your own company/business
- Product — Product related keywords
- Competitor — Competitor related keywords
- Generic — Keywords that do not fit into other categories
Filling in the Google Ads Copy template
Note: This framework is mainly applicable if your target keywords are product or service based (i.e eCommerce products or agency services).
01▸ Fill in the following fields
- Headline 1 — Use an adjective (“Best”, “Cheap”, “Smart”, “Valuable”, “Quality”, “Beautiful”, “Excellent”, “Fastest”, “Cleanest”, “Best value, Trusted, Best-rated”) and/or the target keyword.
- Example: Target Keyword: Home Detergent Headline 1: Best Value Home Detergent
Note: The target keyword is mandatory in headline 1, if your copy exceeds the character limit, omit the adjective.
- Headline 2 — Call to action (“Get started now”, “Try for free”, “Get Instant Access”, “Learn more”, “Try for 30 days”, “Save your slot”, “Free download now”, “Claim 50% off”, “Get free guide”, “Shop now”)
- Example: Headline 2: Shop Online Now
- Headline 3 — Get one of the subheadlines from the landing page or add a benefit (“Free Shipping”, “30% discount”, “First order free”, “Free international shipping, First order free, Get free consultation”)
- Example: Headline 3: Save 15% on your first order
- Path 1 / Path 2 — Add one of the target keywords
- Example: /Eco-friendly/Home-Detergent
- Landing Page URL — Add landing page URL.