How can you optimize search ad copy for better performance?

1 Know your keywords

Keywords are the foundation of your search ad copy, as they determine when and where your ads will appear in the search results. To optimize your search ad copy, you need to research and select the most relevant and profitable keywords for your campaign, based on your goals, budget, and target market. You can use tools like Google Keyword Planner or SEMrush to find and analyze keywords, and group them into different themes and categories. You should also use negative keywords to exclude irrelevant or low-performing terms that can waste your budget and lower your quality score.

2 Write for your audience

Your search ad copy should not only match your keywords, but also your audience's intent and needs. To optimize your search ad copy, you need to understand who your ideal customers are, what they are looking for, and what motivates them to take action. You can use tools like Google Analytics or Google Ads Audience Insights to learn more about your audience's demographics, behaviors, and preferences. You should also use the language and tone that resonates with your audience, and address their pain points, challenges, and goals.

3 Use headlines and descriptions wisely

Your headlines and descriptions are essential for capturing the attention of your audience and persuading them to click on your ads. To optimize your search ad copy, you should incorporate your main keyword into the headline, preferably at the beginning. Additionally, you could include a unique selling proposition or a benefit in the headline or description. Numbers, statistics, or facts can add credibility and specificity to your ad copy. Emotional triggers or power words can create urgency and curiosity among potential customers. Lastly, always include a clear and strong call to action in your description. Testing different variations of headlines and descriptions is also a great way to find out what works best.

4 Follow the ad guidelines and policies

Your search ad copy should not only be optimized for your audience and keywords, but also for the search engines and platforms that display your ads. To optimize your search ad copy, you need to follow the ad guidelines and policies of the search engines and platforms that you use, such as Google Ads or Bing Ads. These guidelines and policies are designed to ensure that your ads are relevant, accurate, and compliant with the laws and regulations of your industry and location. You should also avoid using any misleading, offensive, or inappropriate content or practices that can violate the ad guidelines and policies, and result in your ads being rejected or penalized.

5 Optimize for mobile devices

As more and more people are using mobile devices to search for products or services online, your search ad copy should be optimized accordingly. To do this, you should use shorter and simpler sentences and words that are easy to read on smaller screens. Additionally, mobile-specific keywords and phrases, such as “near me” or “open now”, should be utilized. Moreover, consider using mobile-specific extensions and features that enhance your ads and provide more information and options to your audience. Finally, make sure to use mobile-specific landing pages that are fast, responsive, and user-friendly, matching your ad copy and offer.

6 Monitor and measure your results

The final step to optimize your search ad copy for better performance is to monitor and measure your results, and make adjustments and improvements as needed. To monitor and measure your results, you need to use tools and metrics that can help you track and analyze your ad performance, such as Google Ads or Bing Ads reports and dashboards. You should also use tools and metrics that can help you track and analyze your conversion performance, such as Google Analytics or Google Ads Conversion Tracking. You should also set and review your goals and key performance indicators, such as click-through rate, cost per click, conversion rate, or return on ad spend, and compare them with your benchmarks and expectations.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?