Drafting my Google Ads adverts

Here are some tips for successfully writing your Google AdWords adverts and ensuring the best results for your advertising campaigns.
A good advert should increase your click rate. This will improve your position and increase the number of visitors and therefore potential customers. It is therefore vital that you follow these few rules.

Fundamental concepts and examples

  • Include an invitation to take a particular course of action, such as purchase, order or request. While the terms “find” and “search” seem appropriate in certain circumstances, they imply that the user is still searching and isn’t being encouraged to click.
  • Insert these keywords in the title, as they are terms that users search for.
  • Make sure that your adverts mention the offers displayed on your destination page to help users complete the sale cycle.
  • Be accurate and concise. Start with the most relevant information about your product.
  • Draft several adverts for each group of adverts and test their performance.

Title of the advert

The best titles have a direct connection with the keywords searched for. They will render your advert especially relevant in the eyes of the users. You should therefore include effective keywords in the title. When the keyword in your advert’s text matches the word searched for, it will appear in bold in your advert.
To find out which keywords are the most effective, look at your groups of adverts and search for the words that register the highest number of clicks and impressions. If, for example, the online advert keyword generates the greatest number of clicks and impressions in your account, use it in the title of your advert.
An error that advertisers often make is to insert the name of their business or website domain in their titles. This technique generally does not generate more clicks if the advert doesn’t relate to a famous company with a well-known brand. You should ideally use more general titles that encourage clicks, and which, in the long run, will allow you to strengthen your brand.

Description of the advert

The description should both showcase the benefits of your product or service and invite users to take a course of action. Draft your advert as concisely and simply as possible. To begin with, list your products or services (online advert, advert on websites, AdWords) and their advantages (high ROI, immediately broadcast). Pool all these elements in an invitation to do something such as Order Now or Register Now.

URL to display and destination URL

The URL you display (or website address) is not necessarily the same as your destination URL (the page that appears when users click on your advert). However, it should be the same as your website’s URL.
Select the destination URL used to promote the product or service that your target audience searches for, and not the URL of your normal home page. This generally directs users as quickly as possible to the destination page that they’re interested in.

Drafting instructions

1 – Do not suggest an affiliation or partnership that does not exist.

Your adverts should not suggest an affiliation, partnership or any relationship whatsoever with Google. Neither the adverts, nor the websites should contain any statement that may mislead a user as to an association between Google’s services and yours.
Examples of inappropriate affiliations:

“Special Google Offer!”

“Recommended by Google”

“Website sponsored by Google”

In addition, your adverts must not suggest that there is an affiliation with the websites of Google’s network’s editors.
Example of an inappropriate affiliation:

“Special offer on this website!”

2 – Avoid expressions that invite the user to carry out a generic action such as “click here”, which could apply to any advert, irrespective of its content. Similarly, avoid expressions such as “Go to this website:” on the third line of an advert to introduce the URL to display.
In our experience, these generic expression don’t add any value to your advert’s message. Remember that the limit on the number of characters means that you should be as specific as possible.

3 – Make sure that the sentences in your advert comply with the rules of syntax and are in logical order. This includes leaving grammatically correct spaces between words.
The adverts must be correctly spelled. Permitted exceptions are spelling variations that are accepted and understood by most users.

4 – Don’t use capital letters excessively, such as in “FREE” or “GOOGLE ADS”.
However, you can put the first letter of each word of your advert in capitals. Likewise, .you can capitalize the first letter of the words that make up the URL to display.

5 – If the advert mentions a price, discount or special offer, this information must be clearly presented on your website, one or two clicks after the destination page.
The prices indicated in the advert must be accurate. They can relate to group purchases. Free offers are fine if the user can infer that the product is free, even if the word “free” does not appear alongside the name of the product or service offered.
If your advert indicates that you are offering a 20% on all winter items, the destination URL must be linked to a page that clearly presents these items with a reduction.

Other examples, offers such as “50% off all stock”, “Save €20on your first purchase”, “Free hat with every purchase” or “DVD for €5” must be confirmed on the advertiser’s website.

6- Back your comparative adverts.

Comparative advertising involves making a statement that implies your product or service is better than your competitors’. If your advert includes comparisons with other companies, the evidence for these declarations must appear on the destination page of the AdWords advert.
You can present your statement in different ways by, say, using comparative tables or graphics of the products in question and/or their price, or analyzing their respective benefits and drawbacks.
The statement “Best than AdWords”, for example, will be considered as comparative advertising for which evidence will need to be provided on the advertiser’s website. If the website’s destination page includes a comparative analysis of the service promoted and AdWords, the statement will be accepted and the advert approved.

7 – Do not use pointless repetitions.

Avoid ostensibly repeating terms and expressions.

8 – Avoid using superlative that are too generic.

If your advert includes the comparative or subjective expressions “the best” or “N°1″, third party confirmation of this information will need to be clearly indicated on your website. This third-party confirmation must come from an individual or group that is unconnected to your website. Customer testimonials do not constitute a third-party confirmation.
For example, if an advert describes your website as “Best on the internet”, this must be backed up by a third party on your website. In this case, an article from Forbes magazine confirming that your website has received the Best Website award in its category would be sufficient for your advert to satisfy this requirement.

9 – Be specific when presenting your products or services.

You adverts and keywords must be in direct relation with the content of the destination page. Your advert must allow users to recognize the type of product, service or the content that they will see on your website. The products and services in your advert must appear on your destination page. The adverts may be refused if the product in question is not offered or available for sale.
As a general rule, ensure that your advert is well drafted, and is descriptive, accurate and attractive, and highlights the specific features of your product/service. You can also stand out by mentioning the name of your company, products, or business or showcasing a particular product. If you offer your service or product locally, consider indicating your geographical location in the advert.

Example: If your live event company only operates in Nice, include the name “Nice” in the wording of the advert, mention your specialty, such as “medieval performances and tournaments” and add a link to a page that describes this service.


👉 Resources

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