Many controversial products face severe challenges when advertising on Google—account suspension. As the tolerance of advertising platforms gradually decreases, especially in terms of materials, various radical practices in the industry have triggered round after round of risk control crackdowns.
From the category of the ads, the company entity, IP, to email, marked materials, almost every aspect involved is strictly scrutinized one by one.
Even more outrageous, punctuation marks have become a target of risk control! You heard it right, even punctuation can be a reason for being banned.
Moreover, newly created ad campaigns often encounter "restricted" notices, causing video ads to be directly rejected, and the performance of image ads is far below expectations. Out of desperation, many advertisers can only pin their hopes on text—that is, the ad copy.
However, facing the increasingly strict review mechanisms, how to write ad copy to ensure the minimum subsequent modifications and maximize the return effect? This is something everyone is desperately exploring.
For this reason, today PASA summarizes some experiences and suggestions for writing Google ad copy, hoping to help everyone stand firm in the ever-changing advertising environment and improve ad returns.
Precisely Match User Intent: The Core of Copy
The biggest advantage of Google Ads lies in its search-based nature, where users have already expressed their needs through keywords. Therefore, the copy should directly connect with the user's needs. In the ad title, at least one core keyword should be embedded to significantly increase the click-through rate (CTR). Studies show that ad titles containing target keywords can increase CTR by 15%-20%. Additionally, in the description section, it is best to further clarify specific benefits to capture the user's needs.
Highlight Unique Selling Points (USP): Make Users Take Notice
In the fierce bidding ad environment, users face too many information choices, and the ad copy needs to display your unique selling point within a few seconds to quickly attract their attention. According to industry research, emphasizing specific advantages in ads can increase conversion rates by about 12% compared to simple generalized descriptions (such as "Click Now"). Therefore, when writing copy, be sure to clearly point out why your product is different and what problems it can solve for users.
Create Urgency: Inspire Immediate Action
The immediacy of Google Ads provides natural conditions for creating urgency. Adding time constraints or other urgent elements to the copy can effectively stimulate users' **FOMO (Fear of Missing Out)** psychology, prompting them to click immediately. For example: "Limited-time offer, download today for a 20% discount!" or "Only 3 spots left, act fast!"
Case data shows that ads with countdowns have an average increase in click-through rate of 25%. This sense of urgency can effectively stimulate users to make decisions within a limited time, avoiding procrastination.
Use Numbers and Symbols: Make the Copy More Attractive
In a limited character space, numbers and symbols can not only make the information more intuitive but also save a lot of text space, making the ads more visually impactful. For example, "10% off", "500+ options" or "Download now for free benefits", these numbers and symbols are more visually prominent and can help users quickly capture key information.
Deconstruct Bestselling Videos, Present in Text
Some advertisers choose to convert the visuals of bestselling videos into copy, which not only reduces the risk of violating ad material regulations but also clearly conveys the core highlights of the product through concise and expressive text, achieving a strong attraction effect.
User Psychology Elements: Tap into Their "Pain Points"
Sometimes, the success of ad copy not only relies on functional descriptions but also cleverly utilizes user psychology. For example, hunger marketing is a common psychological strategy. By creating a feeling of "supply not meeting demand", it stimulates users' desire to purchase. You can use phrases like "Limited edition, the rush sale is about to end" to stimulate users' purchasing impulses.
Avoid Violating Words, Cleverly Replace
On the Google Ads platform, many sensitive words are automatically recognized and banned by the system. At this time, the ad copy needs to cleverly replace within the compliance range. For example:
"Make money" → "Unlock a second income"
"Free trial" → "Zero-risk experience"
"Buy now" → "Secure your rights early"
Avoid being banned for using violating words. Flexibility and adaptability are key to longevity.
Continuous Testing and Optimization: Keep Improving, Welcome Optimal Results
Google Ads allows you to create multiple versions of copy (such as responsive search ads) and find the best combination through A/B testing. Each test should focus on a single variable (such as the comparison between keywords in the title and the call to action) and ensure the test duration is long enough (at least 7 days) to ensure statistically significant results.
Continuous testing and optimization can help you continuously improve ad performance and find the copy that best suits your product and target users.
Copy Isn't Everything, But It Can Save Lives!
Indeed, copy is not all there is to ad placement; good bidding strategies and keyword selection are also crucial. But don't underestimate this small piece of text, a well-crafted ad copy can break through the competition and even support thousands of dollars in daily expenses!
I've seen too many cases where a divine copy boosted ROI from 50% to 80%, pulling accounts back from the brink of suspension. Hurry up and run a round, the data will give you the answer!
