Ad copies

Ad copies are a boring, but necessary part of your marketing efforts. IN this day and age, if you want to stand out, you need to cover all your bases, and do thing by the book. This also means there is not much room for error, no matter what you do or who you are. Too many people obsess over the minutia, the complexities of marketing, SEO, and activities of that nature. What they don’t realize is that covering your basics, developing a good foundation that is where the secret to success lies. Everything else is filler at worst, or a nice cherry on top at best. So, we suggest you read the article below. You will find the five most common mistakes in ad copy creation, and some tips on how to avoid them.

Not using your extensions properly

You will notice that a resounding trend throughout this article will focus on circumventing the biggest difficulty of ad copies. Namely, we are talking about a lack of space, and limited words. You need to be careful, you can’t spam, and you mustn’t overstuff the thing with keywords. Know that recovering from a Google penalty is bad enough, but you also won’t achieve much even if you avoid one with spammy links and overstuffed ad copies. This is where extensions come in.
Extensions can give you that vital extra room and give potential users some extra information you otherwise wouldn’t be able to provide. For example, you can get structured snippets. You can present some additional details with snippets presented as a list. This allows you to organically offer an extended amount of information into multiple bit-sized chunks. You can also place callout extensions, which provide an organic and natural space for keywords without overstuffing the main text.

Extensions are a helpful tool; not using them is a grave mistake.

Not communicating your (client’s) needs 

Every business is different, and you can’t just use a cookie-cutter formula for every single one. You need to communicate, to talk. A furniture salesman in Brisbane will not want the same ad as an IT startup in Canberra. Avoid formulaic ads; actually, put some effort into them. And this is important if you’re writing the ads from your own company. Different departments, services, and products require other ads.

Not experimenting 

Experimentation is a vital part of any type of success. You need to take risks; you need to try out new things if you want to get the best result possible. Who knows what kind of crazy success you can achieve with some new feature. You can ask Australian PPC marketing experts, who will tell you that playing it safe is helpful to a certain extent, but if you want to grow, you need to take some risks occasionally.

New ad variants pop up continually. Things like expanded text ads were unheard of a couple of years ago, but now they’re practically everywhere. New formats new extensions, they all, at the very least, deserve a test run.

Keyword stuffing 

Ad copies are challenging to create and maintain because they only have limited space. You need to choose your words carefully, you need to focus. Things need to be narrowed down. For example, you might be based in Sydney and want to advertise. Writing New South Wales, Sydney, or Sydney, Australia is enough. Putting both in will complicate matters and waste valuable space and words. And you need that space for keywords, after all.

We understand the need to put as many keywords as possible. After all, they do improve your conversation rates and your rankings. The issue here is that putting too many will lead to two problems. First, you may end up being penalized by Google. The second one, however, is direr (and more obvious). Namely, the ad just won’t make any sense. It will sound fake, ugly, and purposefully made for SEO purposes only, not for actually advertising a product or service.

Not putting a call to action. 

Sadly, a widespread (and confusing) error that occurs with many people is a lack of a call to action. We understand that you want to focus the ad's text on providing extra information, but calls to action are essential and ubiquitous for a good reason. They serve as that last extra nudge to get users to click on the ad.

By adding a call to action, you push your users in the direction you want; you tell them what you want them to do. The thing to keep in mind here is that they already wish to do something. And it’s up to you, using your ad copy, to convince them that you really have that something. Finally, you use your call to action to show them how to get something from you.

 Google Ads, also known as Google AdWords, I can provide some general guidance and also can consult a Google Ads consultant. However, remember that strategies may evolve, so it's always a good idea to stay updated with the latest changes and best practices. Here are some key points to consider:

1. Campaign Structure:

  • Organize Your Campaigns: Group your campaigns based on themes, products/services. This helps in better management and optimization.
  • Ad Groups: Create ad groups within campaigns to refine targeting and match relevant ads with specific keywords.

2. Keyword Research:

  • Use Relevant Keywords: Choose highly relevant keywords to your products or services.
  • Negative Keywords: Regularly update your list of negative keywords to avoid irrelevant clicks.

3. Ad Creation:

  • Compelling Copy: Write clear, persuasive ad copy highlighting your unique selling propositions.
  • Ad Extensions: Use ad extensions to provide additional information and improve the visibility of your ads.

4. Landing Pages:

  • Optimize Landing Pages: Ensure the landing pages you're linking to are relevant and optimized for conversions.
  • Loading Speed: Faster-loading pages contribute to a better user experience and can positively impact Quality Score.

5. Tracking and Analytics:

  • Conversion Tracking: Set up conversion tracking to measure the success of your campaigns.
  • Google Analytics: Integrate Google Analytics for a deeper understanding of user behavior on your website.

6. Budget Management:

  • Set Realistic Budgets: Allocate your budget based on the performance of campaigns and the value of conversions.
  • Bid Strategy: Choose the appropriate bidding strategy based on your goals (e.g., manual CPC, target CPA, etc.).

7. Continuous Monitoring and Optimization:

  • Regular Review: Regularly review your campaign performance and make adjustments as needed.
  • A/B Testing: Experiment with different ad copies, keywords, and targeting options to find what works best.

8. Stay Informed:

  • Keep Up with Changes: Google Ads is constantly evolving. Stay informed about updates and new features.
  • Industry Trends: Understand industry trends and competitor strategies.

9. Quality Score:

  • Improve Quality Score: Focus on improving your Quality Score by providing relevant content and a good user experience.

10. Consult with Professionals:

  • Consider Hiring Experts: If managing Google Ads becomes overwhelming, consider consulting with a Google Ads expert or agency.

Remember that successful Google Ads management requires ongoing attention and adjustments. Regularly analyze data, experiment with different approaches, and adapt your strategy based on performance metrics.


Google ad copies are an excellent tool to get any company out there. They can increase sales and conversion, build a business’s brand, and make people money at the end of the day.

However, if you want to make the most of them, you must avoid inevitable mistakes. Always remember to put a call to action and keep them unique. Avoid keyword stuffing, and understand that sometimes you must experiment to take risks to get past the competition.