What Is PPC? Part 3 - What a Good Google Ad Looks Like

Key Takeaways

What's up, people? In this video, we're going to be looking at how to write a good Google ad. Now, before we go any further, I just want to say the only way that you'll know what a perfect Google ad is is through testing. You're going to need to test different ad copy, different headlines, different calls to action, different extensions, and only through doing that you're going to find out what the best ad that you can run for your business is. But, that's not a particularly useful answer. So, let's forget about that and let's look at some best practice stuff to begin with. So, this is all based on our experience running ads for hundreds of businesses in every imaginable market around the world. So, what are the components of a good ad? Well, the first thing that you want to do give this a nice title. By nice, I mean unreadable. So, the first thing that you want to do is use your target keyword. So, we've been talking about dentistry throughout this series. If you're targeting a phrase like cosmetic dentist, you want the target keyword cosmetic dentist in your headline in your ad usually because that's going to register with someone "Ah, yeah, that's what I looked for." Bam, straight away you're in their heads messing with their heads. That's exactly what I'm looking for, straight in. Right, it's not time to get cute. If they're searching for something dumb, you're going to use something dumb in your ad headline. The next thing that you're going to want to include in your target keyword is some kind of qualifier. Right? So, this might be location if you're a local business, it might be prices from if you're selling a high-end product, it might be It's just basically anything that you can do to filter out people which aren't going to be a good fit for your business because this is going to improve the quality of the traffic that you're getting through to your site. Right, the next thing that you're going to want is at some point you're going to want USPs or differentiators. You imagine your ad is going to be on a page with 10 organic search results and maybe six other ads. Right? So, you're competing against 10 plus 6 16 15 other websites on that page. What are you going to do to stand out? It's not just enough to be me, too. If you're me, too, you're going to get average results and average results really aren't good enough for you. So, what can you do to stand out? Why should somebody click on your ad and go on your business and your website rather than any of the others? The thing I always say to people is if you can't explain why people should do business with you, they won't. Right? So, your USP might be It might be price. It might be service. If you can find a way to kind of quantify why your service is better, for example, 24/7 support or uh same-day delivery, that type of thing, which brings me on to delivery if you're e-commerce. You might have a USP of price if you're the cheapest um or if you're the best value. Uh you might have a USP of availability, perhaps. Right? So, you've basically got to find some way to tell people why they should click on your ad rather than anybody else's. The next thing that you need in your ad is mention of your offer. So, if they're going to get a free consultation, good idea to mention that in the ad cuz that's more compelling than just "Hey, come and check out our website." And then finally, you're going to want a CTA. So, your CTA is the thing that you're telling people to do. Now, two reasons that you want that. Firstly, because it's going to attract the people that are most commercial intent. They have the most intent to do something now. And the second reason you want that is is cuz it's going to pre-convert people. So, when they get on their landing page, they're already "Oh, yeah, I'm here for that free consultation." They've already got that in mind cuz they've just clicked on it. Now, as a rule with Google ads, when you're on the search results page, you'll see that there's like a blue headline and then you've got the green website address and then you've got some black text. I can't draw black on black. So, let's say that this is the black text, right? And then you're going to notice underneath you've got these various extensions. So, you might have sitelink extensions that look like that. You might have a location extension. You might have an offer extension with a drop-down. You might have a phone extension. These extensions are really important because generally, the more extensions you have, the more space on the search results page you take up. So, you kick your competitors down the page, but also because you're getting more eyeballs, you're going to usually increase your click-through rate. So, it's a good idea to use all the available extensions that you have at your disposal. In the next video, we're going to talk about what makes the perfect pay-per-click landing page. So, stay tuned.