There is a lot to get into a couple of lines of text and a headline.

This write up is not 10 things you must do or the five things that kill your ad performance but a step further back into the psychology when approaching the task of Ad creation.

Please Note – Optimisation, testing and iterative change are a must in this area of digital marketing so don’t forget to keep testing even after you have followed the guide below.

Ok, so let’s keep this simple: Focus on the ‘why’.

  • Why should the audience care?
  • Why should the prospect buy from you?
  • People don’t buy what you do, they buy solutions to a problem.
  • Why does your product or service mean something to them?

Now why should you focus on the why?

The psychology of language, more specifically the language of advertising which suggests: we recall the first and the last pieces of information we see.

  • So solve your customer’s problem in your headline
  • Use a clear and concise call to action at the end of your description that explains why it is important that they let you help them solve the problem you highlighted in the headline.

That’s the first part done, second.

  • Appeal to your customer’s end-game by using the triggering keyword in the ad copy – This will give you a Quality Score benefit too.

Advanced Tip – Ads with questions in the headline receive a lower click through rate so, while you need to play to your keywords, try not to ask the user’s question back but instead focus on answering them.

Part three of the process.

  • Use the art of repetition – Users tend to believe information to be correct after repeated exposure.

Advanced Tip – Create a catchy call to action and use it across your campaigns (both other online channels and offline too).

The next step.

  • Put your customer at the centre of what you do. Customers have a sense of entitlement as they’re paying for your product or service. So think about what they think they deserve and what they believe they need.

Remember, as much as you may think of your users as ‘clicks’ or ‘conversions’, they’re actually human beings. Be a little sassy, or use some humour (where appropriate of course).


  • Add reviews to your ad copy and use ad extensions to attach real review scores to your ads. Not convinced – 70% of users place peer recommendations over professionally written content so it is worth paying that £99 a month for the review platform.

If you are hungry for more…

  1. Use your ad copy to tell users why they can’t afford to miss out on your product.
  2. Tell them why they can’t afford to miss out on what they can gain from your product, be it a service or a product that is going to make their life easier, happier or more fulfilling.
  3. Add some urgency (you could get up to a 32% increased click through rate).

Advanced Tip – The fear of missing out is compelling and customers are more likely to convert there and then if they think they will miss out next time round, so use this. Examples of this include using “sale ends soon”, including a countdown clock, or by integrating your available stock into your product feed.

As a final note “Getting The Click Is Just The Start”.

Competition is high, but getting the clicks is only the first part of the battle. Once you’ve got the perfect ad copy you need to use the landing page to continue the story. Not only will this improve Quality Score as your customers will have found what they needed, which will make them happy and “Happy Customers” convert.

In Summary…

So, now that we know repeating ourselves and telling our user what they need to know is important (plus, you’ll remember the last thing you read), let’s end with a key takeaway;

Always go back to the why.

Author Adrac

A Google Premier Partner

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