20th September 2023

The Art of Writing High-Converting E-Commerce Google Ads Copy

Written By Willy Stewart

20th September 2023

Updated: 30th April 2024

Google Ads and Shopify are an excellent pairing to promote your product range and grow your brand awareness. Standing out from the crowd is a huge factor in success. With millions of products vying for attention, how do you ensure that your Shopify store gets noticed? We know that Google Ads have the power to speak to customers you wouldn’t organically reach, but running Ads isn’t enough.

The key to improving conversion rates through Google Ads lies in crafting compelling Google Ads copy. Good Ads copy not only grabs attention & motivates customers to click through, but also helps convert those clicks into customers. How do you promote your products, put across your USPs, and motivate users to buy in only 60-90 characters? Customers need a reason to click through that offers more than your competitors, and they need expectations set and managed to give clear, concise information - all with a very limited canvas to write on.

In this guide, we'll delve into the art of writing high-converting Google Ads copy for your Shopify products, to help grow your click through rate and conversion rate.

Google’s Search Network

There are many ways to promote your Shopify store and product range on Google Ads. Google’s Display network allows you to grab attention using imagery across a variety of websites. Google’s Shopping Ads can take the products from your store and highlight them using product titles, prices, and descriptions at the top of Search Engine Results Pages (SERPs).

Where Ad copy becomes important is on Google’s Search network. This incorporates Search campaigns in Google Ads as well as Google’s Performance Max campaign types, which utilise the Search network. Customers using the Search network are considered warm leads - they are reaching out and searching for the products you are aiming to sell, with Google Ads, your job is to match those requirements and stand out against the competition. Captivating Ad copy is your key to improving click through rate and conversion rate.

Writing Compelling & Converting Google Ads Copy

The typical Ad type for a Google Search ad is a Responsive Search Ad (RSA). An RSA allows you to add up to 15 headlines and up to 4 descriptions. Google will automatically test combinations to find and serve those which work best for each searcher based on their past browsing behaviour and other signals. This combination could show in the form of 3 headlines and 2 descriptions each time (though may show less depending on factors such as device searched on, screen size). Making sure you have your copy organised is important.

Headlines on RSAs are up to 30 characters long, while descriptions are up to 90 characters long. You can then set your landing page URL to finish off the experience. Remember - it’s important to ensure your keywords are well researched, are incorporated into your Ad copy, and are reinforced in your landing page to help create the best relevancy to your searcher, and your next customer.

Here are our top tips to remember when writing headlines and descriptions for your Shopify products in your Google Ads copy:

1. Know Your Audience Inside Out

Before you put pen to paper (or fingers to keyboard), it's hugely important to understand your target audience. Who are they? What are their pain points? What are their desires and what do they need? Conduct thorough market research to gain insights into your ideal customers' preferences and behaviours. This knowledge will be the foundation of your compelling ad copy. You want your results to match with how your customers are searching in tone and language.

2. Craft Irresistible Headlines

The headline is the first thing your potential customers will see, and it needs to be attention-grabbing. Make it clear, concise, and compelling. Highlight the unique value proposition of your product and include keywords that potential customers might be searching for.

For example, if you're selling handmade phone cases, a headline like "Stunning Hand-made Phone Cases”, “Stylish & Functional", “Suitable for All Phone Models” speaks volumes. At the same time, keep in mind that of course every brand is going to say their phone cases are the best. Try to get into the mind of your user, what do they want from a phone case? What would YOU want from a phone case? Comfortable, non-slip, range of colours, range of sizes? Think about the descriptions that would make you click if you saw them.

3. Leverage Power Words and Emotional Triggers

Incorporate power words and emotional triggers that resonate with your audience. Words like "exclusive," "limited time offer," "free," and "save" can elicit a strong response. Appeal to emotions like joy, fear of missing out (FOMO), or the desire for convenience and luxury to make your customer feel they can’t miss out.

For instance, "Unlock Exclusive Discounts”, “Limited Time Offer" plays on the emotions of exclusivity and urgency.

4. Anticipate & Mirror The User's End Goal

It can be easy to lose site of what your intended customer is actually searching for. If a customer searches for "help dealing with hearing loss" and we sell hearing aids, this is a good match - but repeating the search term with a headline that reads something like "Dealing With Hearing Loss?" doesn't add anything up front that the searcher doesn't know. Speak to the anticipated end goal and give the searcher the solution they are looking for. Extending the hearing loss example, this could look like "Resolve Hearing Loss". 

5. Highlight Unique Selling Propositions (USP)

What sets your product apart from the competition? Is it the quality, price, craftsmanship, or a unique feature? Your USP should shine through in your ad copy. This is your chance to showcase why customers should choose your product over others.

Consider an ad copy like, "Experience Unmatched Quality” or “ Built to Last a Lifetime."

6. Include Relevant Keywords

Keywords are the backbone of any successful Google Ads campaign. Ensure that your copy includes relevant keywords that potential customers might use when searching for products like yours. This not only improves your ad's visibility but also increases the chances of attracting qualified leads.

For example, if you're selling eco-friendly bags, include keywords like "sustainable," "non-toxic," and "environmentally friendly" in your ad copy. As Google gets better with natural language, having synonyms and related words in your copy can help prevent keyword stuffing and improve the appeal of your ads.

7. Create a Clear Call to Action (CTA)

Tell your audience what you want them to do next. Whether it's "Shop Now," "Get 50% Off Today," or "Explore Our Collection," a clear CTA prompts action. Make it compelling and aligned with the desired outcome.

For instance, "Shop Now for Next Day Delivery" provides a clear direction for potential customers.

8. A/B Testing for Continuous Improvement

The world of digital advertising is dynamic, and what works today may not work tomorrow. That's why A/B testing is crucial. Create variations of your ad copy and test them to see which performs better. Use data to refine your copywriting strategy and optimise for higher conversions.

Using Google Ads To Boost Your Shopify Store

Writing high-converting Google Ads copy for your Shopify products requires a deep understanding of your audience, strategic use of language, and constant refinement through testing. By implementing these techniques, you'll be well on your way to capturing the attention of potential customers and turning impressions into clicks, and clicks into conversions. Remember, the art of writing compelling ad copy is an ever-evolving process, so don't be afraid to experiment and adapt to what resonates best with your unique audience.

At Mucky Puddle, we excel in creating & managing highly profitable e-commerce Google Ads campaigns. Using data driven targeting and audience development but also logical thinking that is critical to understand user behaviour in today's market, our skilled team have successfully developed hundreds of Ad campaigns, all with unique and compelling Ad copy, seeking to grow market presence and share for our clients.

If you are looking for guidance in developing your next Shopify-based Google Ads campaign, contact us today to discover how we can help take your Google Ads to the next level.