How To Create SEM Ad Copy [Complete Guide]


The better your ad copy is, the better your conversion rate. But how do you make sure that your ad copy is good enough to stand out from the crowd?

We’ve got you covered. In this article, we’ve compiled the main steps you needed create SEM ad copy like a pro. 

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What is SEM ad copy?

SEM stands for “search engine marketing.” It uses paid ads on sites like Google and Facebook to direct traffic back to your site or landing page.

SEM ad copy is the text that appears in an ad. It’s usually a short, catchy paragraph that describes what the searcher is looking for and encourages them to click on your link. This text is also targeted around the keywords that are relevant to your products or services.

Tips To Create SEM Ad Copy That’s Epic

1. Plan Your Ad Copy

Figure Out What Users Are Looking For

The biggest mistake that most businesses make when creating SEM ad copy is not figuring out what their users are looking for. If you don’t know what they want, how can you give it to them?

By using SEO tools like Google’s Keyword Planner or SEMrush, you can see which keywords your target audience uses when searching online. Then, use those keywords in your ad copy to make sure that people see it when they search for those terms.

Create a Unique Selling Proposition (USP)

A unique selling proposition (USP) is a way for you to describe what makes your product or service different from the competition.

The most effective USPs are simple and easy to understand. They must also be able to resonate with potential customers. If you don’t know where to start, try brainstorming ideas with your team. 

Check Your Competitors

When creating SEM ad copy, it’s important to look at your competitors’ ads and see what’s working for them. 

Check how they structure their ads: how long are they? How many words are in each line? Are there any keywords or phrases used repeatedly? Are they using images? Do they have a call to action? 

This is a great way of finding out what format you should follow. Then, add your own unique spin on the content to create an effective ad that drives traffic to your website.

Make Your Copy Skimmable

Research shows that users spend less than a second looking at search results before deciding which to click.  

That means the copy in your search ads needs to be ridiculously good at grabbing attention and making an impression —and it has to do that in less than eight seconds.

Limit your sentences and paragraphs in ad copy so they’re easy for readers to digest in one quick glance. Use bolded fonts to highlight the most important parts of your copy. 

Use Keywords In Your Headlines

Make sure that your target keywords are used throughout your ads —in your description lines, and in some cases even in your display path

Incorporating at least one main keyword in your headlines is the most important step when optimizing your ads for search engines. This way you can easily get noticed by users who are specifically searching that query. 

Add Compelling Calls To Action (CTA) And Differentiators 

Every ad needs a call-to-action —an instruction telling visitors what they should do next: click through now; call us today; schedule an appointment with us online now; etcetera.

The best CTAs are ones that are relevant and specific. They also should create a sense of urgency. Urgency words like “now”, “today”, “limited time offer”, etc., make people feel like they need to act fast or miss out on something great if they don’t click.

Focus On The Benefits Of Your Product

It’s a common mistake to write SEM ad copy in a way that focuses more on product features than benefits. Remember: people don’t want to be sold something, they want solutions.

When writing your ad copy, make sure that you clearly communicate the value of your product in a way that resonates with your audience.

Write For The Search Intent

When someone searches for something, they usually have a goal.

For example, if someone searches “how to make pancakes,” they might be looking for a recipe or they might just want some general information on how to make pancakes. Or, if someone searches “cheapest pancake maker”, they could be looking to purchase one.

When you’re writing ad copy for SEM campaigns, the key is to make sure you’re writing for the intent that the searcher has in mind. This way, you create compelling ad copy that appeals to your target audience’s needs and interests. 

2. Test And Optimize Your Ads

Google’s Ad Preview and Diagnosis Tool

To keep your SEM ad copy up to Google’s standards, take a look at their Ad Preview and Diagnostic Tool.

This tool can show you how to make your ads better. It allows you to check what’s working and what isn’t. It even provides suggestions so you can make adjustments and create epic SEM ad copy that converts. For example, it tells you which keywords are getting the most impressions so that you know where to focus your efforts.

A/B Testing

A/B testing is one of the most important things you can do for your SEM campaign. It’s when you create two different versions of an ad and show them to different groups of people, then compare the results. You can test anything —from copy to background color to image placement.

This helps you understand which ad copy and landing pages are performing best so that you can optimize them.

Optimize Your Ad URL And Landing Page

Your ad URL and landing page are the first things that a user sees when they click on your ad. It’s critical to make sure these two elements are optimized. How?:

  • Use keywords in your display path (URL)
  • Don’t forget about the design of your landing page! Make sure it looks professional so people know they’re dealing with an established brand.

Final Thoughts

Creating epic SEM ad copy isn’t always easy. It takes time and effort, but the payoff can be worth it. 

If you want to take your SEM marketing to the next level, the tips we’ve outlined above can help you create better ads, get more clicks, and generate higher conversions from your campaigns.