Why It’s Hard To Write Effective Text Ads For AdWords

It’s not easy to write a great ads for Google AdWords, especially if your the business owner. Not that business owners don’t know their business, but it’s difficult for them to think outside the box. And it’s just that kind of thinking gives rise to the creative process of writing effective ads.

The alternative is to blindly follow the pack and end up writing ads just like the competitions ads. In that case the business owner ends up being just another member of the pack. People looking at these ads will go; eeny, meeny, miny, moe… and just pick one. It might be your ad, it might not be your ad. And that’s not a very effective way to promote any business.

To write effective ads you must understand this fundamental principal:

What makes a business unique is often the same thing that makes it successful.

Once you fully realize this simple principle the door opens to the creative process needed to write unique ads that standout from the pack and better reflect what makes a one business better, or at least different than the next.

You really need to understand this principal if you want to improve your ad writing skills. If it’s just a little fuzzy, don’t worry, your in good company! Go back and read it again. If you totally get it and your not already a master of writing AdWords text ads, you will be soon!

Stupid Stuff In AdWords Ads

Most people write things in ads they would never say to another person. Stupid things they just don’t stop to think about. Things like this…

  • Get A Free Quote – Have you ever paid for a quote?
  • Serving Phoenix & All Of Arizona – I thought Phoenix was a city in Arizona!
  • Get Free Consultations – Free again? Great! And how many consultations?
  • 20+ Years Of Trusted Experienced – Does that make any sense?


AdWords Professionals Write Stupid Ads

It’s not just business owners that write stupid ads. Certified AdWords Professionals write stupid as well. For example look at the ads below.





Things you should not do when writing AdWords text ads.

  • Avoid generic ad descriptions i.e. “We Are the Top Service Provider”
  • Avoid annoying corporate jargon like “Streamline Your Business With Us”
  • Avoid unnecessary keyword insertions “Sale on Discount Furniture on Sale”
  • Avoid lazy descriptions like “In Stock Now at Example.com”


Things you should do when writing AdWords text ads.

Use $ and % signs to show the offer and capture attention.

Save Now Up To 25% Off Shoes!

Get Instant $25 Discount on Shoes!

No discounts? People still like numbers.

24/7 Support.

We Deliver in 5 Days.

1000s Designer Shoes as Low as $75.
Evergreen Sales:

Sale This Week – Get up to 75% Off!

Buy Today and Save $50 Instantly!
Google doesn’t allow the use of ALL CAPS but there are always ways around it!
(Hint: Abbreviations)

Get Up To 40% Off MSRP Today!

Shoe Store, A+ BBB Accredited!

Up To 40% Off MSRP – Coupon: SAVE40
Use coupon codes!

To Save 20% Use the Coupon: SALE20

Exclusive 20% Coupon Offer: SAVE-20
Signs and special characters will attract attention:

Ranked 4*& 5* Stars, A+ on BBB!

Example™ – Sale on “Amazing” Styles!
Call to action, Go for It!

Get Up to 70% Off If You Buy Now!

20%-80% Off. Get a Deal Today!
Show the Advantage:

Why Pay Full Price? Save Up To 70%30% Off + Price Match Guarantee!



Here are a few common reasons why your ads are being flagged, and how to fix them:

  • Your ad mentions themes deemed inappropriate by Google. Stay away from anything having to do with adult-oriented content, gambling, counterfeit goods, dangerous products (like fireworks), and offensive content.
  • Your ad makes mention of copyrighted content. If another company has a copyright over certain words, you’ll be flagged for using them. Find a synonym to use instead.
  • You included your company’s business phone number in the ad text. Google will flag ads with the number in the actual ad text, but you can use phone extensions, which raise your Quality Scores and lower your CPCs. It’s like killing two birds with one stone.
  • Your ad claims your company is #1 or the “best in business.” Unless a third party supports your claim, these kind of statements are not allowed in the ad text. Instead, try using another complimentary tagline, like “Customers Love Us!”
  • Your ad text is too long. Remember, the headline can be 25 characters and each description line and the display URL can be 35 characters. The only exception to this rule is when the targeted country’s national language has lengthy words, like Kazakhstan and Russia. The trick is to keep ads simple and to the point.
  • Your ad contains words that are in all caps. (ex. HUGE SALE – SHOP NOW). The only exception to this rule is if you’re highlighting a promotional code. (Ex. 20% Off – Use Code: SAVE20)
  • Your ad contains “trick-to-click” text. Any ad that says “click here” in the ad text will be immediately flagged. Try using a different call to action, like “Shop Now!”
  • Your ad has too many exclamation points. Try to not get too excited over AdWords. Remember, only one exclamation point per ad is allowed. Also, no exclamation points are allowed in the headline of the ad.
  • Your root domain is different in the display URL and the destination URL. Google policies require that the root domain be the same. For example, you can’t have catsarecool.com in the display URL and then use dogsarecool.com for the destination URL. The roots must be consistent, apples to apples – oranges to oranges.

Ad disapprovals can be very pesky and can tank an account for repeat offenders. Keep these common fixes in mind, and remember to always fix an ad disapproval when it appears.



Patrice Writing Ads Here