Summary: Are you frustrated because your PPC ads aren’t performing? Try AI to craft compelling Google Ads copy that converts to sales. Get more advice here.
Your Google ads are not performing.
And it’s frustrating because you have a small number of characters on the search engine results pages (SERPs), and you need to use them wisely. You know the copy must have a people-first approach and offer a cohesive experience to your target audience from query to landing page, but something is missing.
Have you considered using artificial intelligence (AI) powered tools like ChatGPT and others to enhance your ads? It could save you time, offer different ad versions, and give you real-time data.
Still not sure ChatGPT has value for your business? The 2nd edition of our popular ebook Unlocking the Potential of ChatGPT: A Guide to Embracing AI in Your Business and Life is available for download.
Plus, it’s free! 👍
So, how can you improve your pay-per-click (PPC) advertisements, and how can AI help?
Do You Fully Understand Your Audience?
The first question you need to ask yourself is: am I sure I understand my audience?
Do you know what they want, why they want it, and what their intent is behind the search? Google Ads allows you to get very targeted with advertising and show your advertisements based on demographics, search history, previous brand interactions, and more. But if they are not clicking on your ad, then there is a disconnect with your target audience.
Have you been using Google’s Insights Finder? If it’s been a while, it might be time for an update of your intent-based audience insights. And don’t forget about Google Analytics 4 (GA4) audiences and predictive audiences.
Are There Better Keywords?
Keywords are the foundation of PPC ads, and your Google Ads copy should include keywords that mirror the searcher’s query. The right keywords are getting more competitive, more expensive, and harder to find, especially when there is so much competition for the same target audience.
What can you do differently?
Maybe you should change where you place the keywords in your copy and ensure the same words appear at the top of your landing page. Are you using negative keywords optimally?
There are many keyword search tools that you can use to help you get started, including Google Ads Keyword Planner, Semrush, Ahrefs, and more. You can also try AI-powered BrightEdge for real-time research.
Optimize The Headline and Ad Description
We’re all busy people—and potential customers only read the PPC ad headline first, and if it grabs their attention, they will move to your ad description and CTA before hopefully converting and clicking on your advertisement.
If you’re not getting the clicks you want, look at your headlines and ad descriptions again. Are you including the keywords your target audience uses in their search? Do you need to change your unique value proposition?
If what you have been doing thus far is not working, ask ChatGPT for advice. Because the tool is a language AI model using deep learning algorithms to understand and process natural language, it can provide you with alternative sentence structures, phrases, and words that may help you get better results with your ads.
Personalize Call-To-Actions (CTAs)
Let’s say you have your ad ready: your target audience reads your headline, moves to the ad description, and then your call-to-action is the standard, “Click now.”
Boring, right? 😒
This generic CTA may be one of the reasons your Google ads are not converting to sales. The power of personalization is undisputable—and personalization is what makes your CTAs clickable. Every audience reacts differently to CTAs, so you should duplicate the language your target audience uses as much as possible in your CTA design.
Copy And Landing Page Cohesion
So you’ve followed all our tips. You know your audience backward and forwards; you have a killer list of keywords; you’ve written genuine, compelling ad copy and avoided generic sales language, just like Google wants. The CTAs are specific and relatable. Your headline and description line messaging ties to your keywords, and you use all the assets you can. It’s going well, and your customer is excited to buy your product because your advertisement shows a 20% discount that people want to leverage.
Then they enter your landing page—and it’s like they’re entering a different world. 😖
Can we suggest a final reason why your PPC ads may not be performing? Does your landing page deliver what your Google ad promised? The message in your ad copy, including that 20% discount CTA you worked so hard on, must also be featured on the landing page, or your potential customer will feel like there’s a disconnect, and you’ll lose the sale.
There is an art in creating Google Ads campaigns that work and convert. As much data informs everything we do, creating an ad campaign that works requires the knowledge and expertise of a digital marketer that knows what they’re doing.
Do you need help with your paid search advertising? Contact a WSI Certified Digital Marketing Consultant when you feel frustrated because your Google ads are not converting. We look forward to helping you!
About the Author
Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders. His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners.
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