Join WordStream as we get inspired by some of the BEST ads we've seen on Google & Facebook. You’ll learn strategies to quickly create ad headlines that are sure to bring in clicks. You’ll also walk away knowing: - Ways to avoid unqualified clicks - The truth about keyword stuffing - How to write ads for mobile & so much more! Soak up the clicks, with these can't miss copy writing tips.

1. LIVE WEBINAR
© Copyright 2019 WordStream, Inc. All rights reserved.
8 Tips to Soak Up the Clicks:
Write Your Best Google &
Facebook Ads This
Summer

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The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!

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I’m Conor!
● Content marketer at WordStream
● Blog posts, website copy, whitepapers,
video scripts
● Recently disgraced my loved ones by
failing to eat a burrito in three bites
Conor Bond

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I’m Holly!
● Account Manager at WordStream
● Drive strategy and account management
for Lead Generation and Ecommerce
clients in Search, Social, and Shopping
● Still excited about the USWNT World
Cup win
Holly Niemiec

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Google Ads (Conor) Facebook Ads (Holly)
8 Tips to Soak Up the Clicks!
1. Align your messaging with the
customer journey
2. Tell people why they shouldn’t
click on your ad
3. Don’t waste space on what users
already know
4. Optimize for smaller devices
1. Test, test, test
2. Do your best to blend in
3. Don’t shy away from long copy
4. Think carefully about who’s
seeing your ad

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Google Ads Copywriting Tip #1:
Align your messaging with the
customer journey

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The Google Ads Auction
● Triggered by search query
● Advertisers who are targeting a
keyword that matches to the query
● Keywords help Google Ads determine
which ads are relevant to the query

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That’s why it’s considered best practice to
write keyword-focused ad copy.

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Why keywords shouldn’t be your copywriting focus
● Different prospects are at different
stages of the customer journey
● Different stages, different needs
● Nobody clicks on an ad because of its
keyword density
● People click on ads that help them
do what they need to do

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Write ads that meet people’s unique needs
● Worry less about keyword
density
● Focus more on matching user
intent and delivering value
● Quality score may suffer; ad rank
may fall; cost per click may rise
● BUT the clicks you do get will be
more valuable to your business

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Facebook Ads Copywriting Tip #1:
Test, test, test

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Different Elements Of An Ad To Test
• Media
• Headline
• Above Image Text
• Call To Action
• Link Description
• Types of content

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Best Practices For Testing
• Only test one control at a time
• Utilize UTM parameters to capture lead
quality
• Give the test time to run
• Create test within current Ad Set, don’t
duplicate the Ad Set itself (unless it is through
a split test)

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Google Ads Copywriting Tip #2:
Tell people why they shouldn’t
click on your ad

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Allow me to explain ...
● Sometimes, people with absolutely
no interest in becoming your
customer will click on your ads
● Wasted clicks —> wasted money
● No surefire way to completely
eliminate wasted clicks
● However ...

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You can use your ad copy to tell people
who your product is for—and who it’s not
for.

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Using ad copy to prevent wasted clicks
● If you’re not a student, would you click this Spotify ad?
● Hypothetical: Spotify wants to win the top ad position for branded “spotify
premium” queries and promote the limited time student discount offer
● Why this ad works: It uses the first headline to clearly communicate “Don’t
click this ad if you’re not a student.”

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Facebook Ads Copywriting Tip #2:
Do your best to blend in

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Generally speaking, people don’t like
being advertised to—especially when
they’re just trying to post some photos or
check in on their friends’ status updates.

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• Have engaging imagery or video
• Don’t push lower funnel actions
to upper funnel audiences
• Test copy and messaging that
fits in with the platform
How Can I Advertise, Without Trying Too Hard?

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Google Ads Copywriting Tip #3:
Don’t waste space on what users
already know

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Here’s what you don’t wanna do
● Search query: “crm software”—undoubtedly a high-funnel query
● Clear user intent: “I may want to buy a CRM and I need to learn more
about the options I have.”
● The problem: Headlines tell me nothing about the unique value
Pipedrive can offer me

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Here’s what you should do
● First headline includes brand name and target keyword —> boosts ad
relevance, quality score, and ad rank
● Second headline focuses on value —> tells users what the Zoho CRM will
empower them to do
● Why Zoho beats Pipedrive: Because they recognize that benefits—not
keywords—make people want to click on an ad

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Don’t waste your ad copy by telling users
what they already know. Include a value
proposition to give them a reason to click.

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Facebook Ads Copywriting Tip #3:
Don’t shy away from long copy

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Think About...
• The content that you are pushing
• The action that you want the
prospect to take
• How familiar they are with your
brand

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Don’t add long copy just to add long
copy. Think about the story you are
trying to tell with your ad, and how you
can best convey that to your audience

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Google Ads Copywriting Tip #4:
Optimize for smaller devices

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Put your most crucial ad copy in the first
and second headlines. Otherwise, mobile
users might not see it.

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Optimizing ad copy in a mobile world
● Search query: “team collaboration crm”
● Value proposition in first headline matches user intent
● Keyword in second headline boosts ad relevance
● Brand name in third headline is nice, but it’s not critical

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Your ad can still be great if your
brand name gets axed. If your value
prop or keyword gets axed? Not so
much.

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Good: Keyword and value prop guaranteed on mobile
Bad: Prioritizing the brand name over the value prop

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Facebook Ads Copywriting Tip #4:
Think carefully about who’s
seeing your ad

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In Facebook (and Instagram) Audiences Rule

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Don’t Be Afraid To Be Creative
● Message things differently for
different audiences
● Curate ads that align with the
customer journey
● Tell a story through your audience
funnel

40. © Copyright 2017 WordStream, Inc. All rights reserved.
Thank you!