Want more clicks? More conversions? Better return on your ad spend? It starts with better SEM ad copy.
In the online marketplace, you have just a few seconds to convince someone to click on your ad instead of a competitor’s. That means your words have to work better at capturing a viewer’s attention. That’s challenging given that there are 6.3 million searches per minute on Google alone.
How will you stand out? That’s where it pays to put together a plan of best practices to help drive higher clickthrough rates that boost your ROI. When done right, SEM ad copy will resonate, engage, and ultimately launch your campaign to new success. Here’s where to start.
Why SEM Ad Copy Matters
Before we get into the how, it’s important to understand the why. Ad copy is more than text. It’s your pitch, your value prop, and your brand voice all rolled into one. If you do it right, it will:
- Build trust
- Capture attention
- Drive the right people to your landing page
- Highlight benefits
Of course, there isn’t a magic formula. Writing high-performing SEM ad copy takes testing and refining, keeping the customer at the center of everything you create.
Lead With the Benefits, Not Just the Features
People don’t want to hear what your product does. Instead, they want to know what it “does for them.”
So that’s where you start. Shift the focus of your messages. Instead of saying, “Our program has customizable dashboards,” try, “Save 5+ hours a week with smarter reporting.” See how that changes the focus?
Create your messages by putting yourself in your customers’ shoes. Ask:
- What are they trying to accomplish?
- What pain points are they facing?
- What outcome would make their lives easier?
This is your starting point for crafting the answers into your ad copy.
Use Strong, Specific Calls to Action
Generic CTAs like “Click Here” just don’t inspire viewers into action anymore. You need to be clear, direct, and value-driven. In this example, you’ll do better with higher-performing CTAs like:
- Get Your Free Quote
- Schedule Your Demo
- Start Your 7-Day Trial
- Download Our Free Guide
We feel strong CTAs should also answer the question, What do I get if I click? Try to incorporate action words like “get,” “discover,” or “start,” as they’re outcome-focused and get right to the point.
Use Keywords Naturally
Remember the practice of keyword stuffing, where you spread your keyword repeatedly throughout the page? It doesn’t work anymore. Instead, it should always be about balance.
Using the right keywords in your SEM ad copy improves your Quality Score ranking and ensures your ad shows up for the right searches. It works well when you:
- Use the keyword in the headline
- Sprinkle it once or twice in the description
- Match the searcher’s intent, not just the phrase
An example might be:
Headline: Affordable SEM Services for Small Businesses
Description: Grow your traffic with expert SEM that delivers real results.
Relevant. Natural. Compelling.
Your Ad Copy Should Match Your Landing Page
Your ad got the click. Now what?
If your landing page can’t deliver on your ad’s promise, your bounce rate will skyrocket, and your ROI will shrink fast.
Luckily, there’s an easy fix to that. Ensure your:
- Headline aligns with the ad’s main message
- CTA is consistent across the ad and landing page
- Visuals reflect the tone and branding
- Offer or benefit matches the ad’s hook
While your ad grabs attention, it’s up to the landing page to seal the deal.
Test, Test, Test
Even great copy can get stale or eventually stop connecting with your audience as you think it is. That’s why testing is crucial to every campaign.
Quite honestly, you should be testing everything:
- Headlines
- CTAs
- Short versus long descriptions
- Copy styles
- Keyword placement
Every platform you’ll use today makes testing easy. A/B testing is exclusively designed to show you what’s performing better. Don’t guess; let the data show you what your audience responds to. It might surprise you.
Ad Urgency or Scarcity … When It’s Genuine
We all respond to a little FOMO once in a while. But in marketing, too much of a good thing can be overwhelming. When you use it, make it honest. Use phrases like:
- Limited-Time Offer
- Only a Few Spots Left
- Sale Ends Friday
Use them only if they’re true. Overuse them, and you’ll lose trust.
Leverage Social Proof
Social proof can easily influence people’s decision-making by showing them that others have found your offers valuable. Even in a tiny ad space, you can still build trust. Try adding phrases like:
- Trusted by 500+ Agencies Nationwide
- 10+ Years of Proven Results
- Rated 5-Stars by 900+ Customers
Even these small details can give prospects a reason to believe you, and a reason to click.
Keep It Simple
Every word counts when you’re creating an ad. That means every word has to pull its weight. It should always add value, not get in the way.
As you’re creating ads, focus on benefits. Give people what they need to know to move forward—be specific. Above all, write like a human.
That also means avoiding fluff words—adjectives like “very,” “really,” and “just” add up. Skip the jargon and industry lingo; you can use that on the landing page if it’s truly appropriate. People should feel like you’re speaking directly to them.
SEM Ad Copy Done Right
The thoughts on SEM ad copy are constantly changing, always evolving. There’s always more to test, more to learn.
Great marketers know that and are continually refining their skills. With SEM ad copy, it’s your first (and sometimes only) chance to make a good first impression. Get it right, and you might just gain a customer for life.
We suggest you write with clarity, purpose, and the customer in mind. That’s how you’ll get:
- Higher clickthrough rates
- Lower cost per click
- Better conversion rates
- Stronger brand impact
Yes, the tools are out there. We have the tech available to get all of this done. But it’s your message that makes the difference in every ad you create.
Want help crafting ads that perform? That’s where we come in. With proven copywriting techniques and smart automation tools, we deliver SEM results that are ready and able to grow your business. Let’s talk strategy.
