Want Cheaper Clicks in Google Ads? Here's How To Write IRRESISTIBLE High CTR Search Ads That CONVERT

If you have better ads, you pay less for traffic and you end up with much more profitable Google Ads campaigns overall. It's seriously one of the most basic aspects of a Google Ad account. Do your ads get people to click on them? If the answer is no, we're going to have issues. If the answer is yes, well, that's basically a prerequisite for getting everything else in alignment so that you can start driving the most profitable results from your search campaigns inside Google Ads. Hey, this is Luke from Growm up and in today's video we're going to be talking about the ads inside your Google Ads account, specifically the ads that you're running in your search campaigns. We're not going to be talking about shopping ads in this video. We're going to save that for another time. But today we're going to be diving deep on the five biggest tips that we have at Grow My Ads on how you can write super compelling, super high click through rate Google Ads so that you get the best possible cost per click from your search campaigns and the best conversion rate when it comes to driving lead sales or any other conversion you're trying to get. So let's get into it. So there are a few big reasons to have better ads inside of your search campaigns. Number one, you're going to have more relevant ads which is going to lead to a higher click through rate. So click through rate is basically the percentage of people that see your ads inside of the search results that actually go ahead and click on it. The more people that see your ad and click on it, typically Google is going to recognize that as your ad being more relevant than other advertisers secondary benefit of having a more relevant ad and a higher click through rate is a better quality score. Now quality score is a bit of a nebulous measure that Google uses, but ultimately what it means is how relevant is your ad and your offer and your landing page and all the pieces that go into your campaign. How relevant is that for someone searching in Google search results? So if you're more relevant with your ad and your page and you have a better experience overall, you're going to end up with a better quality score. And that is going to lead to you paying dun dun dun a lower cost per click, which is ultimately what we want if we're going to be driving more profitable traffic from our campaigns. So what's the purpose of your search ads? What do they need to do and how can we start to optimize them around achieving those objectives? Well, number one is they need to get the attention of people searching for whatever term that we're trying to hit. So if you're trying to hit accounting in San Francisco, they need to get the attention of that person. And then second thing they need to do is they need to get that person to click on the ad. Now the third thing which does come more into play once you're already getting traffic, but obviously is super important for your end result and that is the ad needs to get that person or sort of prime that person to convert on the page and ultimately the ad needs to send them to an offer that matches what was promised in the ad headline and that also matches what they're originally searching for. Now there is something that your ad shouldn't be doing and actually can't do and that's change the intent of the person that's searching. If you're hitting bad traffic, no quality of ad, no incredible ad copy is going to save you from sending the wrong people to your site if that ads being shown to the wrong people in the first place. You so again you need to make sure obviously your ads getting a click through rate that it's compelling, that it is sending people to a page that's going to match the intent of what that person is looking for. But you need to make sure that the ad is being shown to the right people in the first place, that the term that you're being shown the ad in front of is actually the type of term that you want to send to your site. So assuming that you are actually hitting the right traffic in your campaigns, we absolutely want to maximize what we're getting from those search terms and having ads that get a high click through rate and a high conversion rate is exactly how to do that. So let's get into the recommendations now and show you how we get the best possible click through rate and the best conversion rate and ultimately the best cost per conversion and best return from our search ads inside of our Google Ads campaigns. So first recommendation, make sure your ads match what people are looking for. In this case here you can see I have window repair. If your ad said something completely different to that, immediately that person who's searching is just going to tune out that not going to give your ad a second look. In this case here you can see the ad says affordable window repair. Yeah, sure, it's not the most interesting headline, but it definitely matches what that person is looking for. And that's basically what they're unconsciously considering when they're deciding on which ads are click. Is this what I'm actually after. That's the first thing they're looking at. And you need to make sure that the search query as closely as possible is matching what we're seeing in our ad headlines. If you have multiple different search queries that are showing inside of your ad group because you've got multiple keywords in it, that's fine so long as your ad headline actually matches the majority or is in the same ballpark as those terms. But ideally you have exactly the same phrasing inside of your ad headline and that's the first prerequisite to getting that person to at least look at your ad and recognize that it is relevant to what they're after. In this case here, for example, we have a bunch of keywords related to brunch, brunch, restaurants, New York City, this kind of stuff. And so our ad basically includes NYC brunch, that kind of thing. If we didn't have those terms in, if we just said restaurant NYC immediately that person is going to be much less likely to click on our ad. But as it is, our ads get a much higher click through rate because we are matching what they're actually after. Recommendation number two, have a compelling unique selling proposition. Make sure that your ad is actually compelling enough to get people to want to click on it. So obviously a prerequisite is that you are matching the service that they're after or you know the keyword that looking for. Largely similar to your ad headline. But the next level is make sure that you're actually presenting a compelling reason to go forward with you versus all the competition that's out there. If there are 10 other advertisers inside of Google search results, or you know, five other advertisers and a bunch of organic results, we need to make sure that our offer and our headline is the most compelling thing they see on that page. So in this case here, if someone was searching for caterer, we aren't just caterer in their city, we're an elegant event caterer and we're offering them to book an extraordinary event. And that basically starts to differentiate us. We're talking about intimate dining experience. This may be stuff that other companies are offering, maybe other companies are going to offer a very similar experience. But we're articulating it in such a way that makes us stand out above all the other companies that are simply matching the service that this person is looking for. Number three, have a compelling and specific offer and call to action. You need to make sure that not only do they see that you are offering the service that they're after. Not only do they see that you're the best option to choose when it comes to picking someone to provide that service, but that you have a first step that they can take to engage with you that isn't a full commitment to starting as a customer or a client. So in this case here, if someone was searching for divorce lawyer, there are lots of scary associations with lawyers. You know, how do I know they're going to give me good advice? How do I know if it's going to be super expensive? Are they going to rip me off this kind of stuff? In this case here, all we're presenting them with is a free 15 minute case evaluation. It's just to get the ball rolling. It's very specific, it doesn't seem like too much of a commitment or investment, and it's obviously free. So they can see that they're not going to have to pay anything once they get started. So this particular offer here is going to be more interesting and more likely to get that person to click than if someone else is. A lawyer is offering divorce lawyer services, but doesn't really have any first step that someone can take that isn't some kind of large commitment or they don't explicitly state that there's a free initial consultation that's going to be involved once they initially contact that company. Number four, you need to keep testing simple and deliberate. A lot of the time we'll log into someone's Google Ads account and we'll be reviewing their ads in there and we'll see that they have an ad group with something like seven different ads running in it, where there are all these different ads that have been left on for, you know, a year, two years, or perhaps longer. And in some cases these ads are not actually very different. So there's no real test taking place. Right. So if all the ads have got similar headlines and similar offers as these ads do here, what real test are we actually running and how are we going to start moving the needle when it comes to ad performance? But the second thing is, if you're just leaving all these ads running, you're not really testing. So it means that you need to actually start to be very deliberate with your testing. Ideally, you have no more than two to three ads running inside a single ad group. And those particular ads, as soon as you see one that's actually performing really well, that becomes the new control and you pause the others out and you add a new test into the ad group. So you can start to iteratively increase the performance of that ad group as a whole by testing and optimizing for performance. You can see in this ad group here that some of these ads have a much better click through rate than others. The one at the top, for example, has a 15% click through rate. Some of these ads also have a much better conversion rate and cost per conversion than others. You can see the second ad here has a $77 cost per conversion. 4 down has a $66 cost per conversion. But in this case here, this company is just leaving all of their ads just running and letting Google continue to spend on ads that aren't actually doing very well. So immediately you could start to improve the performance of your campaigns if you simply start pausing out ads that aren't doing as well and focusing more spend on the ads that are and then starting up the test and making a conclusion once you have enough data so you can continue to increase performance in your campaign. Now, the last recommendation is around responsive search ads. So obviously this is Google's new format. Essentially what happens is instead of you being able to specify exactly what the headline is going to be and how it's going to appear and what body copy is going to be and how that's going to appear, you have to enter multiple headlines and multiple body copies and Google is going to cycle through those different combinations to find a combination that gets the best performance or that is the most relevant or gets the highest click through rate. So you no longer have perfect control over how your ads appear in Google search results. So how do you test that? How do you really test a certain headline or test a certain piece of copy to see if it's going to move the needle on results? Well, the answer is it's very difficult. So ultimately you have to put good headlines in and let Google kind of do its testing and start to optimize around the variable or the variation that does the best. You can review the variations that do well. In fact, if you want to see one variation versus the rest, you can go into the ads and view the variations that are performing and seeing which ones get the most impressions, because that's most likely going to be the one that's performing. But the best thing you can do when it comes to testing responsive search ads is testing different themes. So in this case here, for example, there are two themes being tested rather than two different headlines or body copies. Because we know we can't control the specifics when it comes to a responsive search ad. In this case, we've got corporate rentals as a theme versus luxury designer homes as a theme, assuming that the terms within this ad group are all going to be potentially relevant to either of those, and we can't actually tell which this would actually tell us which of the themes is going to make the most sense for the traffic that these ads are showing for. And in this case here, you can actually see that the cost per conversion for corporate rentals is significantly higher than for designer luxury homes. So the traffic in this case is more interested in luxury homes. And that's what we can start to build our next test around. So that's how you can start to test responsive search ads inside your campaigns, even though you can no longer test specific headlines when it comes to writing search ads inside of Google search campaigns. Now, the last recommendation, which is kind of a bonus recommendation that will be its own fully fledged video very soon, is use ChatGPT to test and write new headlines. So we're going to be sharing some of the prompts that we've been testing to write ad copy within Google Ads, and we have seen some good results from the ad copy that ChatGPT has helped us write, but only when we've used very, very specific prompts. So if you're interested in that, let me know in the comments below. We're going to make a full video on how we've been testing using ChatGPT to write Google responsive search ads, especially since sometimes it's such a pain coming up with another five different headlines or another three body copy that fits within the requirements of the character limits. But let me know in the comments if you'd be interested in seeing it otherwise. I hope these recommendations on your search ads have been helpful, and I'm looking forward to seeing you in the next video.