Google Ads are an amazing way to increase sales and find new customers but without the right strategies it can quickly become a cash burner and not a cash earner. Before we jump into the 5 best Google Ads examples I want to explain to you what makes an ad so good?
Though there are tons of factors in determining the quality of a Google Ad I have listed the 5 most important.
The headline is of course the largest text on the Google Ad and will be the first thing people see. It’s imperative that this headline caters to your customers potential wants. What do I mean by this? Let’s say you sell RTA cabinets. What are some of the things someone who wants an RTA cabinet or company to have? They probably want high quality, competitive pricing, easy assembly, fast delivery, loads of options and a reputable seller to name a few.
You want to highlight your key selling points and convince people to click to your website. Pro Tip: Before you try writing your headline search the keywords you would be targeting and see what your competition is saying. Figure out what they’re headlines are lacking in and capitalize on it.
It now becomes your job to sell yourself in 60 to 90 characters. Don’t forget to use the targeted keyword in the headline if possible.
Next up is the Google Ads description. This is your chance to go a little more in depth about what you’re offering. Just like the headline you want to use positive sales language that caters to the potential customers wants.
Try to have the targeted keyword show up 1 to 2 times. With 90 to 180 characters at your disposal you can hit on multiple selling points without sounding choppy and short.
Like I said about the headline, look at your competition to see what you can do differently. Whether it’s offering something they can’t or using better language.
Quality score plays a HUGE factor in how efficient your money is being spent. If you’re interested in being the top ad for the lowest price you’re going to need a Google Ad with high quality score.
This is goes beyond just the ad and has to deal with the page you are landing people on. Both the Google Ad and the page need to match as much as possible to the keyword your are targeting. This is why we suggest targeting only a few if not just one keyword per Google Ad. It makes it a lot easier to sound relevant with the limit characters you have in a Google Ad.
Back to the RTA cabinet example. Let’s say I wanted to run a Google Ad for the keyword “RTA cabinets”. I’m going to need to use that keyword once in the headline, twice in the description and link to a page that specifically talks about RTA cabinets and actually has that exact keyword show up multiple times. This however is only half of what determines quality score.
Another huge factor is the actual human interaction with your Google Ad and the page you link to. It’s important that your click through rate (CTR) is as high as possible. We recommend 2% or higher. In addition to that, the actions taken on your site will effect your quality score. Having a high bounce rate can have a huge negative impact. Here are instructions for how to check your Google Ads quality score.
This one is pretty self explanatory but is often overlooked. If you’re using your Google Ad to acquire new customers that have never interacted with your business before, it’s crucial you make a great first impression. When writing your headline and description just ask yourself, “Why would someone click on my ad and not my competitor’s.
Unlike Facebook or YouTube where your ad is shown by itself free from distractions of competitors, on Google you are all stacked on top of each other desperately competing for that one customer.
The two types of extensions are Callout Extensions and Sitelink Extensions. Both types of extensions appear below the description of Google Ads in a different color. A callout extension is one more opportunity to highlight key features. You might have callout extensions saying something like “USA Made”, “Manufactured To Order”, “Superior Engineering”.
A sitelink extension however is an actual link. You can use these to link to relevant pages. If I’m running an ad for “snowmobile helmets” I could have sitelink extensions for women’s snowmobile helmets, youth snowmobile helmets, best sellers, clearance section and so on.
We highly recommend you use some as they offer options, take up more room in the search results and according to Google helps improve CTR!
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