AI Prompting 101: Automating Google Ad Copy

Writing engaging Google Ad copy can be challenging. The best copy includes four key elements: a clear value proposition, a thorough understanding of the customer’s search intent, a strong call to action, and the most relevant keywords. When a Google Ad includes these four components, the messaging will be focused on delivering value and will effectively address the customer's challenges or goals.

Creating the “ideal” Google Ad copy often requires extensive trial and error and A/B testing. Therefore, leveraging AI tools and prompts can accelerate the process of creating effective messaging for your Google Ad campaigns. Below is a four-step prompt that you can use in ChatGPT to help fast-track the process of creating the best Google Ad copy for your campaigns. 

Step 1: Prompt for Generating Headlines

Copy the following:

Think of yourself as a seasoned direct-response copywriter. I want you to believe that you can create content that is so engaging and compelling that it will perform way better than other advertisers on Google Ads.

Here is the URL <INSERT URL> of the business that will be using these headlines. Look through the website before creating any ad copy so that you understand the business and industry.

Write ad copy for Google Ads. Give me 15 headlines of 30 characters max, including spaces, formatted in a table (column 1 = headline, column 2 = character count, column 3 = headline type, and column 4 = sentiment score).

Please follow these additional instructions:

• Create 4 headlines that include our most important keyword (<KEYWORD>)
• Create 3 headlines with social proof
• Create 5 headlines with generic value propositions about the business.
• Create 3 headlines with call to actions. You should use imperative verbs. You can use the following words for inspiration: Act, add, apply, best, book, buy, call, check, choose, come, compare, discover, don’t, find, follow, free, get, give, how, hurry, join, learn, look, need, now, order, online, pay, please, purchase, read, register, request, rush, save, search, see, shop, show, sign-up, start, submit, take, try, view, visit, watch, you.
• Add emotion in the headlines.
• Apply tone analysis to ensure each headline reflects a positive user-facing effect.
• Make sure some headlines include features and benefits.
• Make sure the headlines are engaging enough to entice customers to click.
• Capitalise each word in each headline.
• If possible, use numbers or symbols in some of the headlines to help them stand out from the competitors'.

Here are 3 URLs to recent reviews that can serve as a foundation for social proof:

• <Insert Review Link>
• <Insert Review Link>
• <Insert Review Link>

Step 2: Enhance Headlines Using Key Value Propositions

Section Advice: Keep the key differentiators or competitive advantages short for the best results. 

Copy the following:

Those headlines are great. Can you create additional headlines that reference the four key differentiators or competitive advantages of my business below:

• <ADD differentiator or competitive advantage>
• <ADD differentiator or competitive advantage>
• <ADD differentiator or competitive advantage>
• <ADD differentiator or competitive advantage>

Step 3: Prompt for Generating Descriptions

Copy the following:

Give me 4 descriptions of 90 characters max, including spaces, formatted in a table similar to above.

Please follow these additional instructions:

• Create 2 descriptions with our most important keyword (<KEYWORD>), a product-specific differentiator, and a call to action.
• Create 2 descriptions with our most important keyword (<KEYWORD>) and add generic value propositions about the business with no call to action.
• Create 2 descriptions based on the social proof mentioned above.
• Use title capital case for each description.
• Use emotion in the descriptions.
• Make sure the descriptions are engaging enough to entice customers to click.
• Apply tone analysis to ensure each headline reflects a positive user-facing effect.
• Be sure to include features and benefits in some descriptions.
• If possible, use numbers or symbols in some of the descriptions to help them stand out from the competitors'.

Step 4: Enhance Descriptions Using Key Value Propositions

Section Advice: Keep the key differentiators or competitive advantages short for the best results. 

Copy the following:

Those descriptions are great. Can you create additional descriptions that reference the four key differentiators or competitive advantages of my business below:

• <ADD differentiator or competitive advantage>
• <ADD differentiator or competitive advantage>
• <ADD differentiator or competitive advantage>
• <ADD differentiator or competitive advantage>

Maximize Your Google Ads With Engaging Landing Pages

The four-step prompt above is an excellent resource for speeding up the process of generating engaging headlines and descriptions for Google Ads. However, once the headlines and descriptions are finalized, they should directly align with the landing page messaging that the Ad is directed to. 

Creating and implementing engaging landing pages for Google Ads can be challenging. A successful landing page should capture the attention of potential customers right from the start. Typically this is done through short and engaging titles, descriptions, and graphics. After following the four step prompt above and finalizing the headlines and descriptions of your Google Ad campaign, see how you can streamline the process of creating engaging landing pages here.