Keeping Your Google Ads Fresh

Google Ads is one of the best online advertising platforms for reaching potential customers. However, setting up a Google Ads search campaign properly can take a long time. So many little things can make a difference, including selecting the right audience, geographic locations, bidding strategy, and relevant keywords.

Once things are up and running, it may take weeks to get everything right. Google suggests making changes in two-week increments, so improving Google ads requires patience. Once you finish the setup phase, it will be time to maintain your account’s performance. A go-to way to do that is by refreshing your ad copy.

Words Matter: Thoughts On Google Ads Copy

Fresh ads are an effective way to keep your search campaign’s gears greased and running smoothly, but before we talk about new ad copy, let’s talk about improving your existing ads. Settings, bid strategies, keywords, and budgets determine how Google shows ads, but the ads themselves speak directly to potential buyers.

Regarding search ads, as a general rule of thumb, I like to keep 2-4 ads running per ad group, and for the most part, three ads are what works best for me. It wasn’t long ago that you could compose a “text ad,” but now text ads have been replaced by “Expanded Text Ads,” giving you more fields to get your message across. What’s better than an “Expanded Text Ad”? How about a “responsive text ad” that allows you to enter several options for both the ad headline and ad body, ensuring Google shows the best combination of both to potential buyers?

Selecting the correct type of ad is indeed essential, and it is also true that having the correct number of ads is important, but neither of those things will matter if your ad copy isn’t any good.

Make Your Conversion Tracking Data Work For You

If your PPC marketing campaign is running smoothly, but you are starting to see a dip in conversions, it may be time to refresh your ad copy. Heck, after 2-3 months, consider refreshing your ads so they don’t become stale.

Earlier, I mentioned how long it takes to set up a new campaign. At least two weeks of that time involves letting the campaign run and making changes. What’s great about these 2-week intervals is that they allow you to gather data. Now is the time to use that data to make informed decisions on your ad copy.

I spend much time bouncing between the Google Ads online interface and WordStream. What I love about WordStream is that you can see your most popular keywords from the ad group you are working in, making it a great tool for determining the keywords you need to include in your headlines and ad body. What’s great about this is that when you set up a campaign, you might not have access to keyword performance, but once you’re up and running, the data you need is at your fingertips, so take advantage of it.

Using other keyword research tools can also be helpful. If you know what search queries people use, you can compose ads that read like answers to a buyer’s question. Serpstat offers a powerful keyword research tool that can aid in this process. You can also use Google Keyword Planner inside your Google Ads account.

Excluding Negative Keywords

Excluding negative keywords from your ad group is as important as targeting the right keywords. Setting up a negative keyword list lets you filter out unwanted search terms from your campaigns so you can focus on only the keywords relevant to your customers. Better targeting can put ads in front of interested users, avoiding bad clicks and increasing your campaign ROI. Google explains how to add negative keywords here.

How to Improve Google Ads

Of course, the main goal of refreshing your Google Ads is to increase your click-through rate (CTR). You can use many strategies to sharpen your ad copy, improve your quality score, and increase qualified leads. Here are a few of our favorite tips:

Write Compelling Ad Copy

Creating compelling ad copy that sets you apart from your competition is key to successful advertising. You need to ensure that what you offer is attractive and different enough to make people click on your advert instead of the competitors. Instead of just presenting facts, use persuasive language to demonstrate why your product or service is better.

Highlight your unique selling points (USPs) so people understand why they should choose you over the competition by including lower prices, wider product ranges, extensive warranties, or extra added benefits like free delivery, expert advice, or faster turnaround times. Showcase these advantages in your ads and lead with them to ensure that potential customers can easily recognize the value of what you’re offering. Use emotive language to draw attention to why choosing your company will benefit them. Make sure the USPs presented in your ads will stay consistent and relevant throughout your marketing campaigns for the best results.

Test Different Ad Types

Different types of ads can yield different results. For example, you can test additional copy in your ads to see which gives the best results. Responsive ads can enhance the click-through rate, and Google’s system may select appropriate wording based on the search query. This way, you can optimize every aspect of your ads to make sure they are as effective as possible.

A/B Test Google Ads Variations

A/B testing for Google Ads is a great way to improve the effectiveness of your campaigns and get the most out of your budget. A/B testing involves creating two or more variations of an advertisement and exposing them to different target audiences. By observing which variation performs best, you can determine which ad copy is most effective and focus on improving it.

Evaluate Your Landing Page

When someone clicks on your ad, will they have a good user experience? Is the page visually appealing? Have you provided a web page with a call to action? Are the long-tail keywords in the landing page copy semantically related to the ad text keyword phrases? The best way to earn qualified leads is to allow people to follow through and receive what you’re advertising.

New Offers? New Google Ads

You may refresh your ads for a simpler reason. Your ads no longer make sense. Often, this happens when you change your landing pages. If you wrote the ads to get people to download a white paper, and now you’re looking to get people to sign up for a webinar, you’ll need to rewrite your ad copy to convey this new goal.

You don’t want to spend time on keyword research and landing page design only to send someone the wrong information! Don’t be afraid to improve your Google Ad–it’s time well spent finding qualified leads.

When you’re using Google Ads to advertise your business online, keeping your ads fresh is a good idea to optimize your conversion rates. If you are struggling to get ad clicks or looking for new PPC ad ideas, feel free to reach out, and let’s see if we can get you moving in the right direction.

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Editor’s Note: This article was originally published in July 2020 and has been updated with fresh content.


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Jared Stanton joined the SMA team in April 2017. He has worn a lot of hats during his time at SMA but has found his permanent niche running the company’s paid-per-click advertising campaigns. PPC allows Jared to make data-driven decisions in the best interest of his clients.

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