You’ve poured hours into creating the perfect Google ad campaign.
You’ve got killer headlines, stunning visuals, and a compelling offer.
But…
There’s one small detail that can make or break your ad’s success:
Your ad’s description.
These brief lines of text are often overlooked, yet they hold immense power to boost your conversions and maximize your ROI.
In this guide, you’ll discover everything you need to know about writing effective Google ad descriptions. Including best practices & insider tips from top copywriters to help you create descriptions that not only attract clicks but also convert those clicks into customers.
What Are Google Ad Descriptions?
Google ad descriptions are the concise snippets of text that appear beneath your ad headlines.
They provide additional context and details about your offer, helping to persuade potential customers to click on your ad.
Essentially, they support your headline and give you a chance to further entice and inform your audience.
They offer the opportunity to highlight key benefits, address potential objections, and include a clear call to action.
When done right, these descriptions can significantly improve your ad’s performance.
How Many Descriptions Can You Include? And Is There a Character Limit?
When it comes to how many descriptions in Google ads you can include, Google allows you to add up to two descriptions per ad.
This gives you the opportunity to expand on your headline and provide more detailed information to entice potential customers. Having two descriptions allows you to cover more ground and address different aspects of your offer, making your ad more comprehensive and appealing.
But there’s a catch:
The Google ads description character limit.
Each description has a character limit of 90 characters.
This means you need to be concise and strategic with your word choice. Every character counts, so it’s essential to write your descriptions in a way that maximizes their impact without wasting space.
Here’s a quick tip:
Use short, powerful words and avoid filler.
Get straight to the point, and make sure every word adds value.
Focus on the benefits, address your customer’s needs, and include a clear call to action. By doing so, you’ll create compelling descriptions that fit within the character limit and drive better results for your ads.
Best Practices to Follow When Writing Descriptions for Google Ads
Writing effective Google ads descriptions involves more than just filling in the character count.
To make the most out of your descriptions, follow these best practices:
Be Clear and Concise
Every word in your ad description should serve a purpose. Clarity is key. Avoid jargon and unnecessary words. Get straight to the point and make your message easily understandable.
Highlight Unique Selling Points (USPs)
Your ad description should highlight what sets your product or service apart from the competition. Emphasize unique features, benefits, or offers that make your business stand out.
Include a Strong Call to Action (CTA)
A clear and compelling CTA can drive action. Phrases like “Shop Now,” “Learn More,” or “Get Started” can encourage users to take the next step. Make sure your CTA aligns with the action you want users to take.
Use Keywords Naturally
Incorporate your headline and description for Google ads with relevant keywords, but ensure they flow naturally within your text. Keywords like Google ads description examples and Google ads description character limit should fit seamlessly and enhance readability.
Focus on Benefits Over Features
While it’s important to mention features, focusing on the benefits will resonate more with your audience. Explain how your product or service can solve a problem or improve their lives.
Leverage Emotional Triggers
Tap into your audience's emotions by using words that evoke feelings. Whether it's excitement, urgency, or trust, emotional triggers can make your ad more persuasive.
Test Different Descriptions
A/B testing different descriptions can help you determine what resonates best with your audience. Experiment with various phrasings, CTAs, and value propositions to see which combinations yield the best results.
By following these best practices, you can create Google ads descriptions that not only attract attention but also drive higher conversions. Remember, the goal is to make every word count and deliver a persuasive message that encourages users to click on your ad.
10 Quick Tips for Writing High-Converting Google Ad Descriptions
Let's dive into some actionable tips that will help you write high-converting Google ads descriptions.
Each of these tips is designed to deliver immediate results & boost your conversion rates.
Tip 1: Use Action-Oriented Language
Words that inspire action are crucial in ad descriptions.
Verbs like “Discover,” “Get,” “Enjoy,” and “Boost” encourage users to take the next step.
Action-oriented language creates a sense of urgency and motivates potential customers to click on your ad.
Example:
Instead of saying “Our product is available now,” say “Grab [product] today and start enjoying the benefits ASAP!”
By focusing on actionable phrases, you make it clear what you want the user to do next.
This clarity can lead to higher engagement and, ultimately, more conversions.
When crafting your Google ad descriptions, think about the specific action you want users to take and use language that directs them towards that action.
This approach will help you create more effective and high-converting Google ads.
Tip 2: Highlight a Key Benefit
Your ad description should quickly communicate the primary benefit your product or service offers.
Think about what problem your product solves or what unique advantage it provides.
For instance:
Instead of simply stating what your product is, focus on how it can improve the user’s life or solve a specific aching problem.
Consider this example: instead of “Our software has many features,” you could say, “Boost your productivity with our feature-rich software.” This not only tells the user what your product is but also highlights the direct benefit they will receive from using it.
By emphasizing a key benefit, you make your ad more relevant and appealing to potential customers. This can lead to higher engagement and improved conversion rates. Always ask yourself, “What’s in it for the customer?” and make sure your description answers that question clearly and compellingly.
Tip 3: Use Numbers and Statistics
Numbers and statistics can make your Google ads descriptions more persuasive and credible. Specific figures grab attention and convey concrete value.
For example, instead of saying “Save money with our service,” you could say “Save 30% on your first order.”
Quantifying benefits with numbers provides clear, tangible value and can make your ad more persuasive.
Here’s another example:
Instead of “Our clients love us,” try “Rated 4.8 stars by over 2,000 satisfied clients.” This not only highlights customer satisfaction but also leverages social proof.
Using numbers and statistics can help build trust and credibility, making potential customers more likely to click on your ad.
Tip 4: Create a Sense of Urgency
Creating a sense of urgency in your Google ads descriptions can encourage users to act quickly rather than putting off their decision.
Urgency can be a powerful motivator, especially in a competitive marketplace where users are bombarded with countless options.
Phrases like “Limited time offer,” “Hurry, offer ends soon,” or “Only a few left in stock” can create a fear of missing out (FOMO) and prompt immediate action. For example, instead of “Check out our sale,” you could say, “Shop now—50% off sale ends today!”
Urgency taps into the customer’s need to take advantage of a deal while it lasts, increasing the likelihood of a click and conversion.
Tip 5: Address the Audience Directly
Speaking directly to your audience can make your ad descriptions more personal and engaging.
Use words like “you” and “your” to create a connection and make the reader feel like you’re addressing them specifically. This approach can make your message more relatable and persuasive.
Example:
Instead of saying, “Our service helps people save time,” say, “Save time with our service and focus on what matters to you.” This makes the message more personal and directly addresses the reader’s needs and desires.
By addressing your audience directly, you create a sense of conversation and connection, making your ad more engaging and effective. This personal touch can significantly improve your ad’s performance and conversion rates.
Tip 6: Leverage Social Proof
Social proof is a powerful tool in marketing.
People are more likely to trust a product or service if they see that others have had positive experiences with it. Including elements of social proof in your Google ads descriptions can increase credibility and encourage clicks.
For example, instead of just stating the benefits of your product, you can add a line like “Trusted by over 10,000 happy customers” or “Rated 4.9 stars by our users.” This not only highlights the popularity of your product but also builds trust by showing that others have had a positive experience.
Testimonials, reviews, and endorsements from satisfied customers can significantly enhance your ad’s appeal. Social proof reassures potential customers that they are making a good decision, increasing the likelihood of them clicking on your ad and converting.
Tip 7: Focus on Local Appeal
If your business serves a specific geographic area, tailoring your Google ads descriptions to highlight local appeal can make your ads more relevant and enticing.
Mentioning local landmarks, cities, or community involvement can resonate with local audiences and increase engagement.
For example:
Saying “Get the best home services in [Your City]”, makes your ad more relevant to local users who are looking for services in their area.
Another example is emphasizing local benefits:
“Proudly serving [Your City] for over 20 years” or “Voted best coffee shop in [Your Neighborhood],” not only highlights your local presence but also builds trust and credibility with local customers.
By focusing on local appeal, you can create ad descriptions that feel more personalized and relevant, which can lead to higher click-through rates and conversions.
Tip 8: Pose a Question
Posing a question in your Google ads descriptions piques curiosity and engages potential customers by prompting them to think about their needs and how your product or service can meet them.
This strategy helps draw users in and makes your ad stand out.
For instance, instead of saying, “Our service saves you time,” you could ask, “Tired of wasting time on mundane tasks?” This approach directly addresses a common pain point and encourages users to consider how your solution could help them.
Questions can also create a conversational tone, making your ad feel more personal and engaging. For example, “Looking for the best Google ads description examples to enhance your campaign?” This not only incorporates the keyword naturally but also invites the reader to engage with your ad.
Using questions effectively can make your ad descriptions more interactive and compelling, increasing the chances that users will click through to learn more about your offer.
Tip 9: Highlight Promotions or Special Offers
Promotions and special offers can be strong motivators for potential customers.
Highlighting these in your Google ads descriptions can significantly increase your click-through rates.
People love a good deal, and showcasing your promotions directly in the ad can capture their interest quickly.
For example, instead of a generic statement like “Check out our products,” you could say, “Get 20% off your first order today!” or “Limited time offer: Buy one, get one free.” These kinds of promotions create an immediate sense of value and urgency, encouraging users to take action.
Another approach could be emphasizing exclusive deals: “Exclusive online discount - Save $50 on your purchase!” or “Sign up now for a free trial and see the benefits for yourself.” By making your offers clear and attractive, you entice potential customers to click on your ad and take advantage of your promotions.
Highlighting promotions or special offers in your ad descriptions is a straightforward and effective way to attract more clicks and conversions, making your ads more compelling and competitive.
Tip 10: Focus on Pain Points
Addressing your audience’s pain points directly in your Google ads descriptions can make your ads highly relevant and compelling. When you highlight the problems your target customers face and present your product or service as the solution, you create a powerful incentive for them to click on your ad.
For example, instead of a generic statement like “Improve your workflow,” you could say, “Tired of missed deadlines? Our software ensures you stay on track.” This not only identifies a common pain point but also offers a clear solution.
Another example could be, “Struggling with high energy bills? Cut costs with our energy-efficient appliances.” This approach speaks directly to the customer’s problem and positions your product as the answer.
By focusing on pain points, you make your ad descriptions more relevant and emotionally resonant, increasing the likelihood of clicks and conversions. This strategy helps potential customers see the immediate value of your product or service in solving their specific issues.
Conclusion
Apply these tips & best practices the next time you write Google ad descriptions and watch your conversions soar like a bald eagle.
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