How to write a killer ad copy for an SEM campaign
By Ashwin Ramesh 27, Mar, 2019 3 min read
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Be careful with your words. Once they are said, they can only be forgiven, not forgotten.

Content writing is an art. Writing an ad copy is is arguably the most refined form of content writing. There is either time, space or financial constraints or a combination of these factors to consider while writing an ad copy. Consequently, these ads have to deliver as powerful a message as possible with as few words and images as possible to gain traction.

While these constraints are applicable to all ads to some extent in every media, let us for the sake of clarity restrict ourselves to the factors that need to be considered for writing good ad copies for Search Engine Marketing campaigns.

The headlines you write are advertisements to your ads. Whether or not people will read the rest of the ad will depend upon how 'magnetic' your headlines are. Google ads give you 30 characters for each of the three headlines. Use these characters to add specific information about your offering that can add value.

In some cases, you will notice that your headline 2 and 3 get truncated. It is therefore advisable that you include the most important information in headline 1.


  • Craft your ads appropriately for each device.

Most people use multiple devices before purchasing. Take e-commerce for example. A significant number of purchasing decisions are made on desktops even when people first come across a product on their mobiles often trough apps. So craft your CTA messages in a way that would make sense for each device. You cannot use a 'call now' button for a desktop ad for example.


  • Add a meaningful description.

You can add two descriptions. Each description can be 90 characters long. Tell customers more about your brand and product. This space can be used to provide specific information that people are looking for. By mentioning the special offers, the unique value of the product, and discounts in the description, you can convince visitors that they have an offer they cannot refuse. Ensure that you use your keywords in your description to convince visitors that your ad is relevant to what they are searching. You can even experiment with keyword insertion to let the keyword that triggered your ad to appear in the ad copy. Using words and phrases like "call now", "shop now", and "see pricing" prompt user action.


  • Use keywords in the path.

You can add 2 paths in the display URL. Each of these is 15 characters long. Since you have only 30 characters, use them to add keywords that are as specific to the brand and the product.

Say if you want to advertise flowers for a birthday, your URL path can look something like


  • Give more reasons to click with ad extensions.

Ad extensions allow advertisers to include more information in addition to the information provided in the headlines, description and URL path at no extra cost. In fact, adding extensions to your ads might even reduce your advertising costs because you are providing more information which contributes to the Quality Score.

There are different types of extensions.
Call and click to text extensions are useful for mobile ads because visitors can call or text the phone number the advertisers have provided in the extension without leaving the search results.
Sitelink extensions provide the links of other relevant pages on the website.
Callout extensions can be used if you need to add even more words or phrases that you may not have been able to add in your description. Also, these help your ads stand out from the rest.
Review extension is useful to demonstrate the quality of your product. People can look at the reviews and comments people have posted about you on Google. This will help you convince them that you are trustworthy and foster meaningful relationships with your clients.

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