How To Create SEM Ad Copy

Search Engine Marketing (SEM) is a powerful tool for capturing the attention of potential leads who are searching for your products or services — even if they don’t know it yet. Leveraging Google Ads lets you ensure your landing page is among the first results people see when searching for specific keywords.

However, knowing how to create SEM ad copy is an art, and you’ll need to plan a strategic approach for optimal performance. Get our top tips for writing persuasive SEM ad copy and creating more impactful campaigns for your business.

What makes SEM ad copy different from SEO copy?

SEM ad copy and search engine optimization (SEO) content vary in several ways. Here are a few key distinctions: 

Purpose and goals

SEM ad copy is created with visibility and conversions in mind. These paid advertisements should capture the attention of searchers by offering an immediate solution to their problem.

On the other hand, SEO content encourages organic search engine results page (SERP) rankings and long-term web traffic with optimized content that should naturally increase in rank over time. 

Length

Every character counts when creating SEM ad copy. For instance, Google Ads allows 30 characters for each headline and 90 characters per description. Then, you’ll have an allotment for the link text (25 characters) and an additional description (35 characters). Expanded text ads offer additional headlines and descriptions for more information.

SEO copy may include blogs, landing pages, informative articles, and product descriptions. Length limitations often originate from your visitors’ interest levels and attention spans. To keep readers engaged and answer any questions they may have, you'll want to balance relevant information with brevity. 

Keyword focus

Keywords must be used strategically in SEM ad copy. Every word must add value, highlight your unique selling proposition, and compel the audience to take action. In many cases, each keyword is selected based on cost-per-click rates. Long- and short-tail keywords may form the backbone of SEO content, but highly targeted keywords are the main event in SEM ad copy. 

Urgency and call to action

Just like keywords, your call to action (CTA) will also feature more prominently in SEM ad copy. The CTA is all about creating a sense of urgency and offering a solution for the customer’s problem.

While SEO content can also include CTAs, the main objective is to build trust among your readers, position yourself as an expert in the field, and encourage long-term engagement.

Tips to create effective SEM ad copy

SEM can be a powerful addition to any digital marketing and branding strategy, but let’s take a closer look at what it takes to create compelling SEM ad copy:

Write click-worthy headlines

Your headline is the first text the audience sees after clicking that ‘Search’ button, so it must be attention-grabbing. Stick to best practices by including your primary keywords, underscore the benefits, create a sense of urgency, and use real-world stats to back up your claims. Here are some examples of copy for SEM ad headlines:

• Florida’s #1 Food Delivery Service — Get 70% Off Today! 

• Need Cash Now? Act Fast for a 0% APR Loan!

• $0 Sign-Up Today Only! FL’s Exclusive Private Resort

Give only the most important details

Brevity is key, so eliminate fluff in your writing that doesn’t add to the overall message or encourage the audience to move forward. This ensures you’re providing the most relevant and need-to-know details that inspire action.

Create a compelling CTA

Give readers a great reason to take action and tease the product, service, or benefit they can expect in return. Your space is limited, so you might use an air of mystery to spark interest and encourage clicks. 

Optimize your links

The links used in SEM ad copy should remove barriers to conversion and pave the way for readers to take action. For example, if your CTA is “Sign Up Now for 50% Off!” then the link should take users to a landing page that features a prominent sign-up sheet and reiterates the offer that got them to click.

If that link takes them to the homepage, there’s a good chance the lead will back out instead of spending valuable time searching for the promised discount. 

Use ad extensions to the fullest

Ad extensions give readers more than one CTA per SEM ad, letting them choose how to move forward. You might include specific site links for your contact page or direct booking, or you could use map extensions to help them locate your business. Structured snippets can underscore a specific benefit like “free shipping” that leads to a product page. 

Look at ad formatting 

When formatting your ad copy, use the title case to offer greater readability and create a more polished appearance. Remember, a web browser will display your SEM ad copy differently than a mobile device, so consider how the formatting will vary for each user. Take advantage of continuous A/B testing for each ad to better understand what works and what doesn’t, tracking your results along the way. 

Other considerations for creating SEM ad copy

Here are a few final thoughts to keep in mind as you create impactful SEM ad copy: 

Target keywords

Choosing the right target keywords can make all the difference in the results of your SEM ad campaigns. You’ll have a much better chance of ranking for specific, long-tail keywords like “best running shoes for women” than for broad terms like “shoes.” 

Social proof 

There are countless online retailers out there, and knowing who to trust can feel impossible. Providing proof of happy customers can boost your brand’s credibility and help new visitors feel more comfortable sharing their information. Consider using stats like “5,000+ 5-Star Reviews” or “Trusted by 35,000 Businesses and Counting” to help build trust among your leads. 

Benefits-focused language

SEM ad copy is geared toward the persona or avatar of your target audience. A little back-end research can help you understand their pain points and the solutions they’re looking for. Remember, this ad copy is about solving problems for your potential leads, not about your business. 

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