Some search engine marketers view copywriting as an opportunity to be creative. However, in reality, ad copy performance is dependent on a Google AdWords algorithm and a few behavioral patterns of the searchers. Viewed in this light, ad copy becomes much less creative than one might think, and with the implementation of a few best practices and some common sense, you don’t need to be particularly creative nor an English major to write copy that will generate relevance and clicks.

1.)    Keep it Concise & Relevant.

People are more likely to absorb short choppy sentences. The less they have to scan their eyes back and forth, the better. Google also favors ads composed of 3 short sentences. Do not waste space explaining your brand or your product. Search’s value is in its ability to capture people who are already looking for something. They need to be made to believe that clicking you’re ad will lead to the solution.

2.)    Highlight the Value/Price/Promotion/Exclusive.

If you have any sort of offer, shout it out. The search engine results page (SERP) is a competitive space, and you have to stand out. If you have “Free Shipping!” and the next advertiser does not, you’re one step closer to earning that click.

3.)    Avoid Lengthy Messaging and Complex Ideas.

Anything that requires the searcher to read a sentence (or 70 characters) from start to finish is a bad idea. On a SERP your ad is competing with other advertisers, organic results, and possibly maps or other rich media. Your ad is not going the get much of the searchers attention. So don’t ask them to read anything lengthy.

4.)    Implement Ad Extensions, Especially Sitelinks.

The bigger you ad is, the more visible, the more room it takes up on the SERP, the better. Sitelinks or location extensions give you an opportunity to create additional relevance within your ad copy. But you should always have sitelinks running simply because your ads take up more room on the SERP. Even without perfect messaging, the bigger you’re ad is, the greater the chance that someone will click on it.

Sitelinks are an easy way to take up more space with your ad & increase the probability that a searcher will click.

5.)    Include Fancy Punctuation.

This is a simple way to ensure your ad stands out on the SERP. If you have a trademark (™) or a registered trademark(®) put it in your copy. These special characters are quite large in Google ad format, virtually the whole height of the line. They visually break up tedious lines of text, and they’re unusual. They lend credibility to your ad and will help differentiate your ad from your competitors, because your competitors aren’t even allowed to use your trademark in their copy. Speaking of punctuation, you’re allowed one exclamation mark per copy, so be sure to use it.

Special characters such as trademarks give your ad credibility and visual appeal.

6.)    Capitalize the First Letter of Every Word.

Again, you want to take up as much space as possible on the SERP, and a title-style format lends credibility. Hint: If you apply the “=Proper” function in excel, once you’ve typed up your ad text & it will automatically capitalize the 1^st letter of each word.

7.)    Use Bold Text.

The easiest way to get bold text into your copy is to use your keywords in your ad title or description lines. Hand select your top keywords from your top ad groups and make sure to incorporate them smoothly into your copy. This isn’t usually scalable, so for the rest of your ad groups you may choose to use dynamic keyword insertion. Be careful when implementing keyword insertion, it may lead to awkward sounding ad copy.  The ad title is often the most obvious and often least harmful place to use keyword insertion.

8.)    Use Numbers.

Numbers can communicate clear straight-forward information that’s easy to digest and doesn’t take up all your characters. They also help break up boring blocks of text. Try using prices “$29.99/mo(1yr)”, discounts ”30% Off”, or even time “Save For 1 Year”.

Numbers can communicate information quickly & clearly.

9.)    Include Urgency Messaging.

If an offer is expiring anytime in the near future, say so. Phrases like “Limited Time Offer”, “Ends December 31^st”, and even “Hurry, Won’t Last” create hype and incentive. Again they are short and clear sentences, very easy to read. If the only message the searcher takes away from your ad is that they need to buy soon, you’re not in a bad position.

10.) Name Your Brand.

If you have a recognizable brand or product name, put in it the copy, preferably the title. You want the searcher to recognize your brand, it creates legitimacy. Using terms like “Official Site” is another great way to differentiate your ad on the SERP, as there will only be one official site.

11.) Use Call to Actions.

People need to be told what you want them to do when they see an ad. Short phrases like “Buy Now!” or “Learn More!” will work fine. The more direct, the better they work. There’s an entire article on how to analyze call to action performance on Search Engine Watch, and it lists a number of call to action verbs to get you started.

12.) Match the Landing Page Messaging.

Include any prominent call outs featured on your landing page. This is an easy way to create relevancy between your keywords, ad copy, and landing page. It’s good to have consistent messaging, but what you really want is to improve your quality score, thereby paying lower CPCs and improving your rank. The closer you are to the top of the page, the more clicks you get.

13.) Don’t Forget to Use Your Display URL.

This is just another opportunity to include keyword, brand, or offer messaging. It might get you some additional bold text, or it may be featured prominently since Google has started bumping display URLs up to the title line.

The above ad copy guidelines are specific to Google ad format. For further reading about MSN ad copy and the {param} feature, check out Improving Your MSN adCenter Campaigns. MSN’s {param} feature enables keyword insertion that’s arguably better than what’s availible in AdWords.

Still don’t know where to start?

Look at what your competitors are doing. Choose a few of your most important keywords and plug them into Google’s Ad Preview Tool. Analyze everything they are doing from title, to extensions, to URLs, and decide what will make your ad copy stand out amongst all the others. Mimic the elements that you think are working, but be sure to figure out how you’re going to make your ad different and more clickable.