text ad, AdWords, google ads

The Science Behind Writing Better AdWords Ad Copy

Crush Your Competition With These AdWords Ad Copy Tips

There’s no doubt about it, success in Google AdWords has become quite a science over the last few years. We use data science and predictive analysis to build specific audiences based off in-depth keyword research and construct intricate targeting based on your user’s most popular devices and browsers. If you aren't scientifically strategizing the ad copy for your AdWords text ads, you’re missing out on a large chunk of profits online.

When marketers usually think about creative asset production, taking a scientific approach is very rarely in the framework for success. However, it should be. Creatives didn't create Google, engineers and data scientists built it, so you have to think like them to succeed.

Here, we cover some essential practices to ensure that your organization is creating ad copy for your text ads that are irresistible to your true market audience and Google’s algorithms.

So, how can your organization take a Google-focused scientific approach to improve your AdWords ad copy?

  • Study your industry keywords
  • Devise your customer’s pain points and jobs-to-be-done
  • Write keyword-centric ad copy
  • Appeal to users across all devices
  • Use AdWords ad extensions
  • Test and optimize for future success

First, Compile Your Google Search Data & Industry Keywords

What Google does better than almost anyone is that they’re able to produce a truly customer-centric user experience. Their goal is and always has been to complete a user’s “job-to-be-done” in as few clicks as possible.

But, how can you do that if you don’t know what your customers are searching for?

You can’t. You’re guessing.

Your company must use one of the many machine learning tools to digest the important questions, deduct your customers’ problems and then strategize your AdWords text ads around their pain points. Once you’ve done that, your organization is sure to elevate your customer’s user experience, all-the-while creating a generation of brand-loyal consumers.

The constant advancements in technology have changed what information we can share with our customers. It has also changed how users interact with our brands, giving our businesses the ability to create tailor-made, meaningful, personalized customer experiences.

This is a must because, over the last few years, people have been introduced to incredibly personalized, tailor-made digital experiences from innovative brands. Now, the same consumers are demanding that same seamless user experience across every industry, and rightfully so.

Google’s keyword planner will show your business invaluable predictive analysis on a multitude of data points so your brand can strategize your keywords to achieve maximum ROI.


In addition to keyword research, a tool like this is essential to innovation and growth because it seamlessly allows you to organize this uncovered customer data from thousands of your keywords.

Once your business has compiled your industry’s top keywords, you’ll then be able to truly define their jobs-to-be-done.


Organize & Devise Your Customer’s Jobs-To-Be-Done

For every additional keyword your team can accumulate in its arsenal, your team knows more about your customers, but more importantly, you’ll know the jobs they’re trying to accomplish. The more you know about the customer’s desired outcome, the more poignant your text ads will be, and that’s what leads to a loyal brand relationship.

Your goal for AdWords text ads is to create valuable material that is not only seen but interacted with, ultimately opening up the floor for conversions.

The next step to producing scientifically sound AdWords text ad copy involves compiling your keywords and organizing them into specific ad groups.

Users don’t search on Google for questions. They go to this platform for answers, and your AdWords text ads need to focus on completing their jobs-to-be-done in every line you ever create. Think about these customer questions before strategizing your text ad copy.

  • What are they trying to accomplish on search engines?
  • What are their questions, concerns, and jobs they want done?

If your organization can build specific audiences and segment them based on the questions they’re asking in search engines, you’ll give yourself a leg up over the competition.

When you know what your customer is trying to do online, you’re able to build specific ad groups that speak to individual customer needs.

Study your website’s behavior reports in Google Analytics and learn what pages are most valuable to new and returning users. Then leverage the language from those top-tier pages as inspiration for your AdWords text ad copy.

Once your business has organized your ad groups into specific need-based segments, you’re ready to start producing customer-centric and personalized content.


Write Keyword-Centric Ad Copy for Irresistible AdWords Text Ads

Writing successful content that generates profits is, without a doubt, a lesson in psychology. The first step towards producing content that Google and your customer’s love is leveraging your top-performing keywords into your headlines, descriptions, URL design, and your ad extensions.

I shouldn’t even have to say this, but don’t be generic with your copy. Personalize everything to your brand voice and tone, and don’t be afraid to think out of the box. There’s so much content bombarding consumers on a daily basis that users typically give every text ad they see less than one second of attention. Try using creative tricks like alliteration or rhyming to achieve more clickable ad copy.

The next part takes a little more skill and practice. If you’re going to truly attract your customer’s attention with your AdWords text ads you need to call out to the oldest part of humanity: the reptilian brain.

You might be thinking, "the reptilian brain? What is that?"

Essentially, the oldest part of our brain is purely driven on instinct and has called the shots for human survival since we began walking upright. Its primary focus is to avoid pain and suffering, and it does this by tapping into our subconscious desires.

Generate Revenue With Your Strategized Ad Copy

If you want your AdWords text ads to generate more revenue, your copy must attain your keywords, but it also has to tap into your customer’s pain points, attract their inner desires, demonstrate prominence through contrast, utilize visual metaphors, and most importantly connect at an emotional level.

This was the best tip I ever received as a copywriter, and when you honestly think about your customer’s problems and write ad copy that triggers emotions they want to avoid, you will see an increase in click-through-rates and conversions in your text ads.

Even Google recognizes how important your organization’s messaging is, that’s why we’re continuing to see them roll out expanded versions of text ads. Marketers are now able to obtain more real estate on Google search result pages. Instead of just having two headlines to capture our audience's attention we now have three. Another way we've been helped is that our description character limit increased to produce more effective and personalized messaging.

The Four Pillars of Scientific Text Ad Copy:

  1. Write Keyword-centric Headlines
  2. Write Keyword-centric Ad Descriptions
  3. Write Keyword-centric Display URLs
  4. Write Keyword-centric Ad Extensions


Writing Keyword-Centric Headlines:

The majority of Google and search engine users visit these platforms to answer their questions and solve their “jobs-to-be-done.” So, try giving them answers in your headlines, not questions.

Let’s say a user searched for “Google AdWords best practices.” A headline that would most likely lead to fewer conversions would be, “Struggling in AdWords?”

They already searched AdWords help, you know they need help, and so do they. Try delivering a headline like, “Invaluable AdWords Insights” or “Ditch AdWords Help, Use Us,” and you’re much more likely to convert for a vast majority of users.


The quickest way to have your advertising copy overlooked is by asking a broad and generic question for which they already know the answers. If you’re not offering help, you’ll get no clicks; it’s that simple.

  • Try optimizing your AdWords ad rotation for clicks or conversions. By implementing this strategy, you’ll leverage Google’s machine learning to serve ads based on the context of each auction.
  • Always produce at least four ads per ad group. When you give Google more options to test, you’ll have higher chances for success.

Must do: When your organization is producing its headlines, make sure your copywriter adds your top performing keywords in your ad group to the headline. This will show Google, and more importantly, your customer’s that your offering is extremely relevant to their wants and needs.

When you begin to create keyword-centric copy, it will significantly improve your Quality Score, generate more revenue, as well as scream to your customers, “we can help you complete your job-to-be-done.”


Writing Keyword-Centric Description Lines:

Your ad’s description is the next step towards creating revenue-generating copy. The hard part is over, you’ve caught your customer’s attention with a stand-out headline, now your description line needs to keep their attention and get to the heart of your product or service that you’re selling.

  • Every AdWords description line must provide clear, relevant, and attention-grabbing copy that attains action-driven calls-to-action.
  • Just like in your headlines, your creative or paid media teams must populate the description lines with your top-ranking keywords.
    ad copy urls


Writing Keyword-Centric URLs:

Your keyword URL paths are a very underutilized way to show search engine users that your text ads will help them complete their jobs-to-be-done.

They don’t have to align to the exact copy you’re using throughout the rest of your ad elements, but it does need to be relevant enough so your prospective customers can predict what’s on your landing pages.

It’s these kinds of small additions to your AdWords text ads that increase conversions and click-through-rates.

Write for Any Device Because the Customer Journey Is Widespread

Your consumers are wildly varied and there is never a “one-size-fits-all” approach to creating profitable AdWords copy.

It’s vital to understand your consumer, the platform on which they’re accessing their content, and their intended outcome if you want your AdWords text ads to produce higher ROI.

Only after your team defines these aspects can you confidently assess if your brand’s copy will reach the right customer on their preferred device.

Remember, every piece of ad text should highlight that your organization has exactly what that user is looking for to complete their jobs-to-be-done and this should span the desktop to mobile to app transition.

Paying attention to simple aspects like changing “click” to “tap” on a mobile experience can increase conversions by substantial amounts.

Also, keep in mind that your text ads are focused on mobile, they need to drive users to mobile-friendly pages on your website to maximize user experience.

Don’t Forget to Utilize Google’s Ad Extensions

Google’s ad extensions are an incredibly underused opportunity for any business to gain prominence on search result pages, while simultaneously adding valuable information and visual assistance to your potential customers.

Try utilizing at least four ad extensions for each campaign or ad group. The more eligible extensions you give your ads, the better the opportunity to complete user’s jobs-to-be-done.

These ad extensions, such as location extensions, call extensions, and app install extensions are proven to aid user experience as well as increase conversions. Any added friction in a customer’s purchase or education journey will almost always lead to abandonment, and your potential customer will more than likely take their business to a competitor.

Every AdWords account can enable extensions to show with your ads and allow your customers to complete their jobs-to-be-done in one click. So, we would recommend enabling every extension that aligns with your marketing goals and objectives.

Ads with multiple extensions often perform better than ads with only one extension.

Try not to repeat what you already say in your ad text. By ensuring that your ad extensions have fresh, updated content, you’re giving your copy the best chance to convert.

Five Ad Extensions You Should Be Using to Increase Profits


  • Call Extensions: If you’re trying to receive phone calls for leads, these display the phone number for your business or a forwarding number provided by Google. Any time you can provide a one-click process, you’re showing customers that your brand cares about user experience.
  • Location Extensions: If you’re a retail location and trying to drive customers to your brick and mortar, these link your ad to your address. Again, producing a one-click experience is key towards digital growth.
  • Sitelinks: These allow you to provide links to additional landing pages. They allow your organization to take up more real estate on search result pages as well as improvements in user experience.
  • Callouts: These are little, bullet point messages where you can provide more information about your offer or business in a reader-friendly format.
  • Structured Snippets: These will allow your team to add a list of items to your ads. If you sell different brands, then you could create a list, or if you provide different services, you can list them for your customer to easily peruse.

Finally, Test, Test, Test Your Text Ads for Success

Since we’re talking about how scientific AdWords is, the final part of ensuring your content is tailored to your audiences; you must test. If you don’t test, you’ll fail like the rest.

Learn it, live by it. The only way to ensure that you’re reaching the right audience, on the right device, exactly when they’re looking for assistance is to study what works for certain ad groups and audiences and refine your practices for future innovation.

If you’re looking to produce more effective copy, we’d suggest testing out Google’s keyword insertion. It dynamically updates your ad text to include one of your keywords when it matches a user’s search. However, your organization must have tightly-themed ad groups to ensure your inserted keywords are relevant to the ad copy.

  • Try leveraging AdWords campaign drafts and experiment to test different creative and strategies for a campaign.
  • It’s best to add at least three ads per ad group. The more options, the greater the chance for success in each auction.
  • Optimize your ad rotation to prefer the best performing ads so your organization can improve your chance in auctions.
  • When your organization embodies a scientific approach towards creating creative assets you’re sure to see an increase in click-through-rates as well as an increase in your ad group relevance and quality score.

Four Customer Aspects for Producing and Testing Your Brand’s Next Text Ads

  • What do they want to know?
  • Where do they want to go?
  • What do they want to do?
  • What do they want to buy?

If the copy in your ads is answering one or all of these jobs, then your brand is on its way to profitable AdWords campaigns.

Your customers choose to go to your website over your competitor based solely on what they see in your ads. If your content doesn’t grab their attention, you miss out on sales.


To Sum Up the Science Behind Google AdWords Text Ads

When it’s all said and done, the purpose of any PPC campaign is to improve your customer’s life and complete their “jobs-to-be-done” better than the competition. Remember these few essentials when writing your organizations next AdWords text ads for increased conversions and ROI.

  • Ensure your ads are eye-catching
  • Test different versions of copy
  • Use top ranking keywords in your copy
  • Drive customers with a strong call-to-action

When you study the job that people are trying to get done, rather than the end-product, your team is minimizing loss to the highest degree, ensuring you are reaching the right customers with the right content at the right time. Increased revenue follows suit.

With the right strategy put in place to create and optimize your AdWords text ads, your team can be confident its digital marketing content is adding value to your customer’s lives while solving their pain points.

If your organization is still shaking its head over its AdWords text ad strategy and how you can create better copy to increase brand awareness and maximize profits, reach out to one of ClickScore’s AdWords Specialists or merely connect to ClickScore for your FREE Google AdWords audit.

A minute of your time could improve user experience and save you thousands in ROI.

Author image

About ClickScore

Your ClickScore is a summary of overall AdWords performance that considers industry, number of keywords, campaign age, quality of keywords and more.