5 psychology tips to help you write exciting Google Ads copy

Madeleine Gasparinatos

August 2, 2023

Metigy Learning

Your customers are online right now looking for products and services to address their pain points and needs. Are you showing up above your competition? Does your digital marketing strategy involve using creative Google Ads copy to drive more qualified leads to your site and drive sales? If you use Google Ads then you already know this channel can cost a lot of money if you don’t know to reach the right people at the right time with the right message. In fact, one of the hardest parts of running a Google Ads campaign is the ability to write ad copy that speaks to your customers and gets them to click on the ad. The good news is that you can use creative writing tricks to engage with your target audience. Not only do these strategies drive more traffic to your site, they can also reduce the amount of ad spend wasted on poor leads. So, let’s take a look at five convincing copywriting tips for marketers to take your Google ads to the next level.

1. Create a sense of urgency and risk

Humans are hardwired to avoid risk, and one of the worst risks is missing out on something. One of the strongest consumer motivators is FOMO – the fear of missing out. You can tap into this sense of urgency with your customers by positioning your product or an element of your service as limited. Essentially, if your customers don’t buy right now they won’t be able to receive the same deal in the future. This sense of urgency can give your customers the extra bump they need to click on your ads and engage with your website. You can use two different types of urgency in your ad copy – real and implied.

Real urgency: This type of urgency has an actual end date for a promotion or a limited release of an item. PPC copies such as ‘today only’ and ‘limited edition’ are examples of real urgency.
Implied urgency: This strategy is when you build excitement and anticipation around your product. Words like ‘today’ or ‘right now’ imply a brief window of time for consumers to act on your ad. However, it only suggests they need to act now.

Overall, real urgency is more effective when writing Google Ads copy because it demonstrates actual consequences if the customer doesn’t act right away. You’ll only want to use real urgency if customers can’t find a similar deal once your offer expires. If this is not the case, then implied urgency is the way to go.

2. Use numbers and statistics in your Google Ads’ headlines

After a while, all ads can start to look the same, but you can help your ads stand out and drive more engagement by adding statistics, numbers, and symbols in your headlines and descriptions. This type of copywriting taps into and grabs the attention of your customers and statistics are a great way to quickly build authority and trust with your audience. Even though we all know that facts and figures are easily manipulated and fabricated, that doesn’t stop people from taking notice of a recommended product by 4 out of 5 dentists or a problem to a solution that is 99% effective. To get the most out of your copywriting, you will want to find statistics and include them in your headline. Remember, you have limited real estate when it comes to words on your Google ads, so you need to be as concise as possible with statistics, numbers, and symbols.

3. Soothe fears and anxiety with social proof

Fear is a great motivator. Why is the insurance industry worth 1.32 trillion dollars? Because humans are afraid of the unknown. It is also a significant cause of anxiety: if humans are anxious about making the correct choice, they may choose to avoid the decision. Your customers are motivated by fear when they seek a solution to a problem or pain point. Whether a customer is looking for a divorce attorney out of the fear of financial loss, or looking for the safest car for their family out of fear of a crash, many customers are motivated by fear at the early stages of the customer journey. You can use social proof to build trust, overcome objections, and prove the value of your product or service because past customers are speaking on your behalf. This psychological tip for ad copywriting allows you to utilize positive feedback from your customers and include what they say in your PPC ad copy! You have a limited timeframe to grab the attention and trust of your audience, and you can improve your success with social proof and customer reviews in your ad copy. Use it, and your Google ads will have higher conversions whenever you display positive feedback from other customers.

4. Appeal to emotions with personalized Google Ads copy

Just like in other areas of your marketing strategy, you need ad copy that speaks to the needs of your customers. Since you pay Google each time someone clicks on your ad, your ad copy needs to be built around the specific needs of your customers if you want to drive qualified leads to your site. You can improve your conversion rate by personalizing ad copy so it grabs the attention of your readers and entices them to click through to your website. The best way to do this is to trigger desired emotional responses about your company or product. Time and time again, consumers will choose brands and products they connect with on an emotional level. As Psychology Today says, the difference between gaining or missing a customer is an emotional trigger. You’ll want to differentiate your emotional triggers to get the response you are looking for. How can you do this with ad copy? Using emotional triggers in your ads’ headlines shows the customer that you are on their side and will do everything in your power to help them achieve their goals. Good copy uses emotional hooks to sell the value proposition. The trick is identifying what emotions you want to be connected with your brand and which words can be out in your copy for maximum impact.

5. Use calls to action (CTAs) to make copy compelling

The job of a Google ad is to get clicks, and you can improve the clickthrough rate (CTR) of your ads by adding the right CTAs to your ad copy. The CTA typically comes at the end of the ad and needs to be customized based on the product or service that you are selling. Without a CTA, ad copy will have fewer clickthroughs and lower conversion rates. Curious about what CTAs are most effective? Here are a few examples to make your Google Ads copy more effective:

Claim your spot!
Reserve your seat!
Download today!
Buy now!

You’ll want to make sure that the CTA included in your ad copy is relevant to your target demographic and industry while leaving no room for misinterpretation.

Create quality Google Ads copy with these tips today

Now that you know five great psychology tips to make your PPC ads unforgettable, you can use these tricks of the trade to enhance your ads to drive more conversions for your company. Be sure to use psychological stimuli to make sure Google AdWords is a valuable asset for your brand. Because you pay for each click, you need to utilize every tactic at your fingertips to make quality ads. Put these tips into practice and increase the revenue for your business today.

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google ads, sem strategy