We dive deep into 8 of our BEST tips for writing an effective ad. You will learn actionable strategies to help optimize your clicks and transform your Google & Facebook ads. You will also discover: Ways to meet the users needs. Methods to optimize for smaller devices. How to use ad copy to prevent wasted clicks. The truth about keyword stuffing & so much more!

1. 8 Tips to Soak Up the Clicks:
Write Your Best Google & Facebook Ads
This Summer
July 2020

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WordStream has partnered with
LOCALiQ to deliver
results-focused,
technology-backed marketing
services to help local businesses
unlock measurable business
growth.

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The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!

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I’m Kaitlyn!
● Onboarding Specialist at WordStream
● Navigates new clients through their first
month at Wordstream so they can
instantly find success!
● Guinea pig enthusiast
Kaitlyn Boehm

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I’m Bonny!
● Digital Marketing Consultant at
WordStream
● Consult lead generation and ecommerce
clients in Search, Social, and Shopping
● Avid baker
Bonny Xu

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Google Ads (Bonny) Facebook Ads (Kaitlyn)
8 Tips to Soak Up the Clicks!
1. Don’t Forget to “Season” Your Ads
2. Ad Extensions, Ad Extensions, Ad
Extensions!
3. Test New Ad Copy With RSA’s
4. The Wonderful World of Display
1. “Refresh” Your Ads/Campaigns
2. Cater To Your Audience
(without them even knowing)
3. Now Is The Time To Be
Creative!
4. Google 💗 Facebook

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Google Ads Copywriting Tip #1:
Don’t Forget to “Season” Your
Ads

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Google Ads Refresher
Quality Score Max CPC

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Your Ads Ranked!
Up to 3 Headlines (30 Characters Each)
Ad Extensions!
Display URL Path (15
Characters Each)
Up to 2 Descriptions
(90 Characters Maximum)

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“Season”ing Time

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Don’t Disregard Display

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Summer
Winter

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Facebook Ads Copywriting Tip #1:
It's Time for a Refresh

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What is Facebook Advertising?

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Different Elements Of An Ad To Test
• Media
• Headline
• Above Image Text
• Call To Action
• Link Description
• Types of content

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Facebook Advertising in the Age of Covid-19

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Facebook Funnel Optimization

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Top of Funnel Bottom of FunnelMiddle Funnel

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Google Ads Copywriting Tip #2:
Ad Extensions, Ad Extensions, Ad
Extensions

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You don’t get to decide if or when they
show up, but Ad Extensions will take up
ad space for you!

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Take Up Space

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Uh oh!

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Extensions to Prioritize
• Sitelink Extensions
• Callout Extension
• Pricing Extension
• Promotion Extensions

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Facebook Ads Copywriting Tip #2:
Cater to your audience (without
them even realizing)

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Generally speaking, people don’t like
being advertised to—especially when
they’re just trying to post some photos or
check in on their friends’ status updates.

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A Quick Catch...

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• Have engaging imagery or video
• Don’t push lower funnel actions
to upper funnel audiences
• Test copy and messaging that
fits in with the platform
How Can I Advertise, Without Trying Too Hard?

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What Ad Should I Use?
• According to Adobe,
shoppers that view
videos are 1.81 times
more likely to
purchase than
non-video viewers…..

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Before You Create
Don’t Require Sound Get to the Point Quickly

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Google Ads Copywriting Tip #3:
Test New Ad Copy with RSAs

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Anatomy of RSA
Formatting is fundamentally
the same as ETA
• Up to 3 Headlines
• 1 Display Path URL
• Up to 2 Descriptions

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Best Practices
• ANY headline can be matched to ANY description
• Keep redundancy low
• Make sure they all make sense together
• 3 ads per ad group
• 1 RSA
• 2 ETA
• Unique and distinct headlines
• Highlight your highest volume/most valuable keywords

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Facebook Ads Copywriting Tip #3:
When in doubt, be creative

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The Highlight Reel

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Think About...
● Message things differently for
different audiences
● Curate ads that align with the
customer journey
● Tell a story through your audience
funnel

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When in Doubt - Test it Out!
1. Audience targeting, demographic,
interest-based, or custom audiences.
2. Ad copy, including headlines and CTAs.
3. Landing pages, including copy, design,
and messaging.
4. Ad creative, like images vs. videos.

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Now is the time to try out the ad copy
that you have previously thought of
before - while staying true to what your
audience needs (or doesn’t know they
need) from you

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Google Ads Copywriting Tip #4:
The Wonderful World of Display

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The Display Network

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Stop thinking of Search and Display as two
different platforms with different
intent… you can align your messaging to
nurture people through the marketing
funnel!

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Integrate Google Search & Display

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The Display Network

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Facebook Ads Copywriting Tip #4:
Marry the two networks together

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A Cross Platform Approach
● Over 75% of shoppers will
abandon your site
● Stop thinking Google and
Facebook at two separate
platforms
● Remarket on Google AND
Facebook to nurture leads
and drive users back to your
website

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How They Work Together

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Match Your Messaging
Facebook version Google search version

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Display Remarketing
BUT WAIT THERE’S MORE

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Final Takeaways

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Google Ads Facebook Ads
We Made It!
1. Don’t get stuck in your
ways….
2. Be Creative!
3. Align your messaging and have
the networks work together 💗
1. Review your ads during upcoming
seasons/holidays/industry updates
2. Apply and test out ad extensions
and RSAs
3. Don’t think of Search/Display as
separate entities

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