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How to Write Google Ads That Convert Ads

Today, I'm going to be doing a practical exercise where we sent out an email earlier on, and also put it out on our social media, that if you would like me to write any ads for you, then please send me your website URL and I'll write some ads for you. So, we had Luca Mura from Italy in Sardinia, a beautiful place. He sent me his website, so I'm going to use this one and we're going to write some ads...

So, the first thing I do is... Obviously, I mean, this is not to critique somebody's website. I'm just going to have a look at it and see what's in front of me and I'm going to try and write a couple of ads. So, we're going to write expanded text ads.

So nice and clean-looking website and beautiful images. You got a call to action over here to check-in, a beautiful photograph, a lovely B&B you have Luca, and then more photos, some text. So, these are the USPs they have, which I can potentially use in the ads and some over here, the services and amenities. Okay. This will do... Alight. First of all, I want to start with the headline one, obviously, and this is a small B&B, ideal location for those looking for a stay in an intimate and cozy atmosphere. So, that is a message, which I would like to put across. I don't want to put across the small one because it is a two-room, B&B, but what we want to emphasize and promote is, is that intimate and cozy atmosphere, which a lot of hotels and other B&Bs lack.

I'm going to go on my spreadsheet. I'll enlarge it a bit for you guys, so you can see what I'm typing. Okay. So, the way I always do is to create a spreadsheet. I will have my columns for each headline, description, and so on and in here you can have a character count formula. So, whenever I start to type in here, I can see how many characters I've got left, or whether I have gone over the character limit or not. So, it gives me a lot. It gives me an idea as to how many characters I've got left. Okay.

So, what I probably will put in is Girasole, B&B. So, that's the brand name. Intimate and cozy, that should fit in. I love it when I get the exact character count! Alight, I've got my headline one and two, all-inclusive services that are a really good feature. I'm going to start with that, all-inclusive services and I saw that five-star breakfast. Nope. So, we probably have to take this out. Okay. Now, I want to give the call to action, which is, avoid disappointment, book now, but we could cheekily put in only two rooms left, but I won't! Okay.

What else can I write in here? I doubt it very much I can put anything in here. Okay. So, this looks good now to split test. What you can do is either split test, the headlines, or the description, but you want to split test the headlines first. Now, sometimes Google will show only two headlines, sometimes three. So, when they are showing only two, my third headline is not going to show up, but I can crisscross them. So, the headline three in ad one becomes headline two in ad two, and the same thing, headline two in ad one becomes headline three in ad two and I can just copy that.

Okay. So, this is also 30 characters, which is fine. All right. Now, let's move on to the description. Okay. All-inclusive services. We are put in, attention to the needs of our guests. Okay. So, with hotels and bed and breakfast, etc. we want to put in a warm and friendly welcome awaits you. We take care of everything. You just bring your smile here. Okay. That's a good one. This is important. Private parking, reservation required. Okay. Two rooms, intimate atmosphere made of friendly attention. Okay. It is fully furnished. This is extremely important, I'm going to copy this all, paste it.

Okay. Put this in here. Modern, which it looks and it is and tastefully furnished rooms. If I can spell!Comfortable beds. How many characters have I.. I've got plenty of characters. Private bathroom, soundproof windows are a great feature. Okay. So, I've got 93. What can I take out? I can take out the full stop, but it won't help me that much and I can take out modern from here and perhaps put it in the other description line. Okay. Private parking. We need to put in, modern B&B private parking. We've put in that, in the heart of Cagliari, located in the heart of Cagliari. We can put in, we can put in here, located in the heart of Cagliari, have I spelled it correctly. C A G L I...Okay! You've got to be very careful of the spellings and any terms, which...C A, Cagliari. Okay. Right in the middle of the old... In the heart of old Cagliari, in Marina District, the most renowned places for food, nightlife. Okay. So, that's also a great feature.

Okay, that's fine. But what we want to do is emphasize some of the services over here as well. I can squeeze in here, king-sized beds, that fit in nicely. This is a good feature, pet-friendly. We put in the soundproof window, airport transfers available. That's a good one. Lots of stuff going on here and what I would do is, I won't be able to put in everything in the ad, but these must go in the call-outs and use them in your structured snippets and all over the ad. So, your ad becomes as big as possible.

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