Confronting a blank Excel sheet while brainstorming compelling calls to action (CTAs) and catchy taglines can be daunting, especially when crafting ad copy at scale. Whether you’re launching a new account, campaign, or adapting to Google’s latest ad format like responsive search ads, the pressure is on. Waiting for a creative epiphany can be frustrating, especially with the constant need to stay updated on Google constantly updates. To simplify your PPC advertising journey, we’ve compiled valuable tips for writing paid search ads at scale.

1. Research Before You Write!

Don’t just Google “best practices.” While helpful, it’s crucial to understand that there’s no universal solution. The most effective CTAs vary across industries and companies.

Step into your target audience’s shoes. Analyze your competitors’ strategies and identify opportunities to stand out. Begin with robust keyword research. Understanding which keywords your audience uses is paramount. Determine the essential keywords to incorporate into your ad copy to reach the right people. By aligning your ad copy with their search intent, you’ll increase engagement.

Here’s a guide to getting started with keyword research, and here are some of our favorite competitive keyword research tools.

This research also provides valuable insights into your target audience, refining your buyer personas. What are they seeking? How do they phrase their queries? What are the prevalent keywords? Who are your competitors in the PPC landscape? We’ll delve deeper into competitor analysis later. Remember, understanding your potential customer’s perspective is key before crafting your ad copy.

2. Organize Your Approach

While research is essential for any ad copywriting endeavor, let’s dive into the more technical aspects of scaling your efforts. Start by organizing your spreadsheet, populating the ad group and campaign columns first. Since the ad group revolves around targeted keywords, incorporating them into your headlines is crucial for aligning with search intent and boosting visibility.

Here’s a visual representation of this process, from spreadsheet to live ad:

3. Diversify Within Ad Groups

Create multiple variations for each ad group. This allows you to compare their performance and gain insights into audience behavior. Additionally, offering various options broadens your reach. Different segments of your audience might resonate with different tones and messages.

To determine the most effective emotional appeal for your target audience, experiment with multiple ad variations.

When crafting variations, shift your focus from synonym overload to variations in messaging tone. For instance, create ads with positive and negative tones, incorporate questions in headlines, and experiment with statement-driven approaches. Here’s an example:

Observe how these variations target the same AdWords Grader campaign but employ diverse messaging and tone. The first and third variations cater to users seeking guidance on the new platform, addressing pain points and offering solutions. Conversely, the second and fourth variations target a less emotionally invested audience, potentially those simply seeking guidance. These subtle variations in wording, perspective, and tone help your ad resonate with a wider audience.

Tackle one ad group at a time. Jumping between groups can create confusion and disrupt messaging flow. If you hit a creative roadblock, consider skipping descriptions and revisiting them later. This ensures a consistent flow in your headlines, a crucial element of your ads.

4. Align With Landing Pages

Keep the corresponding landing pages readily accessible while writing your ads. Even if you’re familiar with the content, this practice is crucial when creating ad copy at scale. It helps maintain a clear connection between the ad and its destination, preventing irrelevant messaging and ensuring a seamless transition for users. A consistent message between ad and landing page minimizes bounce rates, improves click-through rates, and encourages longer page visits.

5. Consistency Amidst Variation

While diversification is key, maintaining message consistency across variations is equally important. Your research on keywords, search queries, and customer personas should have unveiled common pain points within your target market. How does your business address these pain points? What solutions do you offer?

Highlight your value proposition consistently throughout your ad copy. Emphasize the benefits of your business over product features, addressing your audience’s pain points and offering solutions. For example, at nexus-security, our focus is on optimizing online advertising with user-friendly software and expert support. Instead of stating, “Our Software Can Grade Your Google Ads Account,” our ads highlight the ultimate benefit: “More Leads for Your Business.” Mirroring your customer’s end goal makes your ads stand out.

For further insights, tune in to our Goal Talk Podcast episode: The Do’s and Don’ts of Writing Effective Ad Copy!

6. Test Continuously

Regularly conduct A/B tests on your PPC ads. This allows you to compare the performance of different ad versions, providing valuable insights for optimization.

Don’t be afraid to experiment. Test different CTAs, tones, wording, verbs, numbers in headlines, questions, capitalization—the possibilities are endless. Even subtle changes can significantly impact engagement.

Remember, there are no hard and fast rules. Follow this simple testing framework:

1. Craft two ads.
2. Run them concurrently.
3. Analyze performance metrics (CTR, Conversion Rate, etc.).
4. Replace the underperforming ad with a new variation.
5. Repeat the process.

By following these tips—from organizing your process to optimizing your copy—you can conquer the challenges of writing ad copy at scale. Remember to conduct thorough research, stay organized, implement best practices, and continuously test for optimal results.