How to Make a Good Google Ad

Crafting a Google Ad that actually works feels deceptively simple, but getting it right is the difference between finding new customers and wasting your marketing budget. When users see your ad, you have just a few seconds to capture their attention and convince them to click. This guide breaks down the essential steps to creating effective Google Ads, from foundational keyword research to writing copy that converts.

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Before You Write: Pre-Launch Essentials

A great ad doesn't start with copywriting, it starts with strategy. Rushing past these foundational steps is like building a house without a blueprint. Before you write a single headline, you need to be crystal clear on your goals and who you're trying to reach.

Step 1: Define Your Campaign Objective

First, what do you want to achieve? Google uses your objective to optimize your campaign for specific actions. When you create a new campaign, Google will ask you to select a goal. Common objectives include:

• Sales: Encourage customers to make a purchase directly on your website, in-app, or in-store.
• Leads: Get potential customers to express interest by submitting a form or providing their contact info.
• Website Traffic: Drive relevant users to your website. This is great for content-heavy sites or building initial brand awareness.
• Brand awareness and reach: Show your ads to a broad audience to introduce them to your business or product.

Choosing the right objective is your first and most important decision, as it tells Google's algorithm what success looks like for your campaign. If you want sales, choosing "Website Traffic" will get you clicks, but not necessarily from people ready to buy.

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Step 2: Nail Your Keyword Research

Keywords are the foundation of your search ads. These are the words and phrases people type into Google when they're looking for something you offer. Your goal is to show up for the right searches.

Understand Keyword Intent

Not all keywords are created equal. Think about the user's intent:

• Informational: "how to fix a leaky faucet"
• Navigational: "log in to Salesforce"
• Commercial: "best running shoes for men"
• Transactional: "buy Nike Air Max online"

For most businesses, commercial and transactional keywords are where you'll make your money. Match your ad and landing page to the searcher's intent. Someone searching "how to fix a leaky faucet" wants a guide, not a product page for a new sink.

Use Different Keyword Match Types

Match types give you control over which searches trigger your ads:

• Broad Match: Reaches the widest audience by showing your ad for searches loosely related to your keyword. Use with caution, as it can generate irrelevant clicks.
• Phrase Match: Shows your ad on searches that include the meaning of your keyword. The search for "men's tennis shoes" could trigger an ad for the phrase match keyword "tennis sneakers for men." This offers a good balance of reach and relevance.
• Exact Match: Offers the most control, showing your ad only for searches that have the same meaning or intent as your keyword. For example, the exact match keyword [running shoes for women] will trigger for a search of "sneakers for running for ladies."

Step 3: Organize Your Ad Groups

Never lump all your keywords into a single ad group. Ad groups should have tight, thematic groupings of keywords. For example, if you sell footwear, you'll want separate ad groups for "men's running shoes," "women's hiking boots," and "kids' basketball sneakers."

Why? Because this structure allows you to write highly specific ad copy that perfectly matches the keywords in that group. Someone searching for "women's hiking boots" should see an advertisement specifically addressing hiking boots for women, not a universal ad about your "footwear sale."

Writing Your Google Ad: The Step-by-Step Guide

Once your campaign is structured correctly with tightly-themed ad groups, it's time to start writing. Your ad is made up of headlines, descriptions, and extensions.

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How to Write Powerful Headlines

You can write up to 15 headlines (30 characters each), and Google will automatically test different combinations to find the best performers. Your goal is to make them compelling and relevant.

1. Include Your Primary Keyword Directly in at Least One of Your Headlines

If your ad group targets a keyword like "emergency plumber NYC," make sure one of your headlines includes something like "Emergency Plumber in NYC" or "Need Emergency Plumbing in NYC?" This tells users immediately that they have found a relevant solution.

2. Use Numbers and Statistics

Numbers stand out, making ads more noticeable.

• From 'Discount on Software' to 'Get Up to 50% Off Software Sales'
• From 'Customer Reviews' to 'Rated 4.9/5 by 500+ Customers'

3. Use Questions

Asking a question is a quick way to show empathy and connect with your searchers' problems.

• "Need a Dependable Roofing Contractor?"
• "Tired of Low Website Traffic?"

4. Mention Benefits, Not Just Features

A feature is a fact about your product or service. A benefit is what that feature accomplishes for the customer.

• Feature: "Our bags are made from waterproof material."
• Benefit: "Keep your electronics safe & dry in any weather."

5. Create Urgency or Scarcity

If you have a promotion, timely offer, or limited stock, include it in your ad headline. Urgency can motivate users to take action instead of procrastinating.

• "Limited Time Offer: Free Shipping on Orders Over $50"
• "Sale Ends Today at 5 PM PT"

How to Write Compelling Descriptions

Descriptions (90 characters each) are where you elaborate on your promise in your headlines and encourage the click. You'll need 2 to 4 descriptions, and Google will test different combinations.

1. Expand on Your Value Proposition

If your headline says "24/7 Emergency Plumber," use your descriptions to add details like "Prompt, reliable service - even on weekends and holidays."

2. Include a Clear Call to Action

Tell people exactly what to do next after clicking your ad. A strong CTA is clear, direct, and incentivizing.

• "Shop Now for Fast Shipping"
• "Book a Free Consultation Today!"

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Using Ad Extensions

Ad extensions provide additional information, giving users more reason to click and helping boost your ad's click-through rate (CTR). They can encompass various types:

• Sitelink Extensions: Directs users to specific pages on your site, such as products or pricing pages.
• Callout Extensions: Highlights specific features of your product or services, like "Free Shipping" or "24/7 Support."
• Structured Snippet Extensions: Showcases specific aspects of your products or services, like "Brands We Carry" or "Service Categories."
• Image Extensions: Provides visual enhancement to your ad, making it more relevant when you can feature a product image.

The Final Piece: Landing Page Experience

Your ad may be effective and well-written, but if your landing page doesn't deliver, you won't see the results you expect. Ensure your landing page is consistent with your ad and offers what was promised to the user upon clicking. This can build trust and increase your conversion rate.

Align Your Ad with Your Landing Page

If your ad promises "50% off on running shoes," then the landing page should immediately display that offer. Don't make users search for it, as it can lead to frustration and drop-offs.

Final Thoughts

Creating a good Google Ad isn't about clever wording alone, it's about a systematic approach that integrates keyword research, the ad copy, and extensions. By mastering these steps, you can create ads that are valuable, relevant, and useful for your business - and not a wasteful click.

With the seamless integration of tools like Graphed and Google Analytics, you can replace guesswork with data-driven decisions that improve your ad performance continually. Align yourself with successful advertising campaigns that maximize your ROI and accomplish your business goals.