The Power Of Words: Unveiling Insights Into Effective Google Ads Copy

In the world of digital advertising, the power of words cannot be underestimated. They have the ability to captivate, persuade, and ultimately drive action.

This article aims to unveil insights into effective Google Ads copy by analyzing over $60 million in Google ads spend. By examining the ad text itself, separating branded and non-branded ads, valuable findings have emerged.

One notable discovery is the prominence of certain words in non-branded ads, such as ‘Your,’ ‘Free,’ ‘Now,’ and ‘Get,’ indicating a focus on eCommerce and cost-conscious shoppers. The importance of the call to action (CTA) in ad copy has also been highlighted, with popular CTAs including ‘Get,’ ‘Buy,’ and ‘Shop.’

Furthermore, the sentiment of ad copy plays a significant role, with positive sentiment being dominant. Lastly, lexical diversity is emphasized to avoid keyword stuffing.

Overall, these insights provide a compelling understanding of how to effectively harness the power of words in Google Ads copy.

Key Takeaways

• The top 10 most popular words in non-branded Google ads are: Your, Free, Now, Get, Online, Our, Save, Best, Shipping, You.
• The most popular call-to-action (CTA) verbs in non-branded ads are: Get, Buy, Shop, Learn, Discover, Sign Up.
• Positive sentiment is dominant in analyzed ads, followed by neutral sentiment, suggesting that negative sentiment can still be impactful in ad copy.
• Lexical diversity is important to avoid keyword stuffing in ad copy, indicating the need to balance the use of unique words.

The Analysis Process

The analysis process involved the examination of over $60 million in Google ads spend, specifically focusing on the ad text and analyzing 612 top-performing ads from August 2016 to April 2017.

The analysis team composition comprised a data analyst, web team leader, designer, and content team leader at WordStream. They aimed to uncover insights into effective Google Ads copy by studying the most popular words and call to actions (CTAs) in these ads.

Additionally, the impact of lexical diversity was considered to avoid keyword stuffing.

By conducting this comprehensive analysis, the team provided valuable insights for writing compelling and persuasive ad copy that can have a significant impact on the success of Google Ads campaigns.

Popular Words in Non-Branded Ads

Lexical diversity in non-branded ads plays a crucial role in maintaining balance and avoiding excessive keyword usage. The impact of lexical diversity on ad performance cannot be overstated.

By incorporating a variety of unique words in ad copy, marketers can avoid keyword stuffing and enhance the overall effectiveness of their campaigns.

Additionally, the role of second person pronouns, such as ‘You’ and ‘Your’, cannot be ignored. These pronouns create a personal connection with the audience, making them feel valued and engaged. When used strategically, they can significantly improve click-through rates and drive conversions.

Therefore, marketers should strive for a balanced approach, combining lexical diversity with the strategic use of second person pronouns to create compelling and persuasive ad copy that resonates with their target audience.

Importance of Call-to-Action (CTA)

Call-to-Action (CTA) is an essential element in ad copy that influences the effectiveness of Google Ads. A well-crafted CTA can drive user engagement and encourage desired actions.

Here are three key aspects highlighting the importance of CTAs:

1. The role of second-person pronouns: Including second-person pronouns like ‘You’ and ‘Your’ creates a personal connection with the audience, making them feel directly addressed and increasing the likelihood of a response.

2. The influence of lexical diversity: Maintaining a balanced lexical diversity in ad copy is crucial. It ensures that the copy is not stuffed with repetitive keywords, which can negatively impact ad performance. By using a variety of words, the ad becomes more engaging and appealing to the audience.

3. The power of the right CTA verb: The choice of CTA verb is vital. ‘Get’ is the most frequently used CTA verb, indicating its versatility in both B2B and B2C ads. Other effective CTAs include ‘Buy,’ ‘Shop,’ ‘Learn,’ ‘Discover,’ and ‘Sign Up.’ These verbs create a sense of urgency and encourage users to take immediate action.

By incorporating these elements into ad copy, advertisers can create compelling CTAs that drive user engagement and improve the effectiveness of their Google Ads.

Impact of Sentiment in Ad Copy

Positive sentiment in ad copy has the potential to captivate audiences, elicit emotions, and effectively persuade them to take desired actions. The role of sentiment in ad performance cannot be underestimated. According to the analysis conducted by WordStream, 45% of the analyzed non-branded ads conveyed a positive sentiment, while 53% were neutral and 2% were negative.

This finding is surprising considering the focus on non-branded ads. However, negative sentiment can still evoke a response and be more impactful than neutral copy. It is important to strike a balance between positive and negative sentiment to create a compelling and persuasive ad.

Additionally, the influence of lexical diversity on ad effectiveness should not be overlooked. It indicates keyword stuffing and should be balanced to avoid overwhelming the audience with unnecessary words.

Frequently Asked Questions

How does the analysis process of Google Ads copy at WordStream work?

The analysis process of Google Ads copy at WordStream involves analyzing over $60 million in ad spend. By examining the ad text, they identify the most popular words and CTAs in top-performing ads. This data provides valuable insights for writing effective ad copy.

What are some popular words found in non-branded ads?

Powerful language and effective messaging are key components of non-branded Google ads. Popular words found in these ads include "Your," "Free," "Now," "Get," "Online," "Our," "Save," "Best," "Shipping," and "You." These words engage and persuade the audience, creating a compelling message that resonates with those seeking freedom.

Why is the call-to-action (CTA) important in ad copy?

The call-to-action (CTA) is important in ad copy because it taps into the psychology behind effective CTA phrases. It serves as a persuasive tool that prompts action and creates a sense of urgency. Additionally, emotional appeal plays a significant role in ad copy by engaging and compelling the audience, ultimately leading to desired outcomes.

What is the impact of sentiment in ad copy?

Positive sentiment is dominant in ad copy, with 45% conveying it. Surprisingly, negative sentiment, which evokes a response and can be impactful, was present in 2% of the analyzed ads. Emotional appeal plays a role in ad performance.

How does lexical diversity play a role in effective ad copy?

Lexical diversity plays a crucial role in effective ad copy by avoiding keyword stuffing and maintaining balance. The impact of language diversity on ad effectiveness is evident in the choice of words, which should engage and persuade the audience while promoting freedom of choice.