Of all the digital advertising tactics to choose from, paid search is quite often the one that generates the best results for small businesses and nonprofits. Search is responsive to user queries, instead of getting in front of folks when they have no intention of making a purchase. Search is also billed on a cost per click (CPC) basis, meaning advertisers only pay when someone clicks (which is unlike most other digital platforms). These features, combined with the sheer volume of search queries that occur on a daily basis, often leads to more engaged click traffic and ultimately, more conversions.

Unfortunately, Google and Bing do not do a great job of explaining to advertisers how to write paid search ads that actually generate clicks + conversions—it’s largely left to small businesses and nonprofits to figure out on their own. Happily, Screechy Cat Media has over 20 years of experience in paid search, and we are here to share this starter guide for advertisers looking to write high-performing paid search ads.

Paid Search Ads: The Basics

Note: this post focuses specifically on search ads. For help with Google’s PMax campaign type, click here.

The current iteration of Google & Bing search focus on what are called Responsive Ads: these ad units contain numerous headlines and descriptions, and for each search query, the platforms determine which combination of ad text to display. Google & Bing pick through the various provided headlines and descriptions—sort-of “slot machine style”—optimizing over time to show copy that is more likely to convert.

Headlines should not read as sentences, but should make sense when paired up with any of your other headlines. Headlines cannot contain exclamation points, but descriptions can (though, Google will only show one description with an exclamation at a time).

Advertisers supply up to 15 headlines (max 30 characters each) and 4 descriptions (max 90 characters each), and Google/Bing mixes and matches them to find the best-performing combinations. The practical implication: every headline needs to work independently — you can’t write them as a sequence.

The structure at a glance:

Ad extensions / assets (sitelinks, callouts, phone number, location, etc.)

Up to 3 headlines shown at a time (Google/Bing picks which ones)

Up to 2 descriptions shown at a time

Display URL path (two customizable fields after the domain)

Keywords are important to include in some of the headlines & descriptions, as this helps with ad relevance and, ultimately, Quality Score.

Writing Paid Search Ads That Get Clicks

If you’re running paid search ads, you brand is already serving impressions: now, it’s time to turn those impressions into qualified clicks and in most cases, eventually conversion. Here are five things to keep in mind when writing your paid search copy:

• Match the intent, not just the keyword: The Google Ads algorithm is all about relevance: the more continuity between your keyword, your ad copy, and your landing page, the better. Someone searching “emergency plumber Solvang” is not in the same mindset as someone searching “how to become a plumber.” Same word, completely different intent. Your ad copy should reflect what they’re trying to do, not just contain the keyword.
• Lead with a benefit: Telling potential customers how long you’ve been in business is a feature, but “Your roof fixed before the next rain, guaranteed” is a benefit. Answer the searcher’s unasked question in the beginning of your ad, then include features and details.
• Remember to include ad extensions: Sitelinks (links to specific pages within your site), ad callouts (short bullets about your products or services), and location or call extensions for brick-and-mortar businesses are a must. These ad extensions can lead to up to a 15% lift in CTR over your ad copy alone.
• Use the display path: The display path fields (the text after your domain in the URL) are prime real estate that most small businesses waste. /services is forgettable. /solvang-hvac-repair or /free-consultation signals relevance and intent.
• Write for the right kind of clicks: You want to attract the right clicks from your target audience, not the most clicks—every irrelevant click costs money. For local businesses especially, including your location, a price range, or a qualifying detail (“serving Santa Ynez Valley since 2012”) can filter out bad clicks before they happen.

Things to Avoid

Some click traffic is OK to drive to your homepage: but, most search ads should include a link to the most relevant page for the search terms included in that ad group. Paid advertising already has higher bounce rates than other digital channels; driving traffic to the homepage is a good way to see that increase. Generic ad copy can have the same effect: saying “Learn More” instead of “Get a Free Quote” may save characters, but it doesn’t set the user up for what is expected once they get to your site.

Be careful to blindly accept any recommendations from Google & Bing, too, as these often aren’t closely related to your goals. Finally, be sure to pay attention to your negative keyword list, and ensure your ads avoid any confusing language related to these unwanted search queries.

In Summary…

Google and Bing offer a text-based ad known as a Responsive Ad for paid search. These ads cycle through multiple headlines and descriptions based on the user, search query, and historical ad performance. It is critical for advertisers to include some of the ad group’s keywords in their copy, as this helps boost relevance and Quality Score.

Need assistance with writing your paid search ads? Send us an email; let’s set up a no-obligation consultation.