James Parnwell

James Parnwell

Sneak Preview: 10 Secrets to Ads Best Practice #4

Sneak Preview:

10 Secrets to Ads Global BEST PRACTICE

Fourth of Four Introductory Articles by James Parnwell of TheOnlineCo.

Google Ads for Your Business

Google Ads.

If you’ve been following this series, you’ll remember how I took Marge from spending $2,000 a month on Ads and getting a result of exactly zero to spending $1,000 and getting 17 leads the first month, landing an exciting return on investment!

But after being a Google Ads Certified Professional for seven years now, I’ve seen this over and over and over. I’ve seen people go from zero to 20x return on investment. There’s nothing that makes me feel better.

It really wants to make me reach out and help more people, and that’s sure true of everyone in our business, TheOnlineCo.! But in reality, you can’t help them all. There’s no time!

So let’s review before learning the fourth Secret. You’ve learned three critical Secrets to making money with Ads:

  1. Do some Old-School Marketing Analysis.
  2. Your Google Ads campaign: Set Up Strong.
  3. Keywords Matter. 

And this is the last Secret we’re giving away in this series – it’s going to make your Ads efforts pop out like a Jack-in-the-Box. Ads is not a get-rich-quick scheme, but it can sure help when you put in the work:

  1. Create Google Ads Copy that Sings.

Let’s go for it!

Secret #4 – Ad Copy that Sings

Ads gives you a title and two lines of 35 characters to work with! Wordsmithing the wonders of your business to fit into this tiny space can be a bit of a challenge at times, but don’t be dismayed. We set up strong in Secrets #1 & #2, so we can pull together some simple and compelling ad copy quite easily.

In the Title you can just put the following text:

{Keyword: AdGroup Name}

Replace “AdGroup Name” with the actual AdGroup name i.e., Investment Home Loan. This means that the keyword that the potential customer types in will be substituted for the title. This makes the ad instantly more compelling!

In order to make some copy for the next 2 lines, I would suggest looking back at the notes you made from Secret #1 about your USPs and consider what it is that you do better or differently that your clients will really like. If you don’t know what your clients really like, then guess and write down your guesses. You get to test your ideas against real customers now!

Build a few ads with various ad copy in them. Capitalise every word! Google have tested this extensively and found that capitalised words get more clicks. Make sure the ad ends with a call to action, e.g. “Call Today!”

You should have a minimum of three ads per AdGroup. Ads will automatically choose which one works best with customers based on which gets the most clicks, and will show that one the most. So Google will do the split testing (also known as A|B testing) for you.

Now duplicate the one that works best and click the checkbox that says mobile. This will mean you have a preferred ad for mobile devices.

Secret #4 – Ad Copy that Sings

  • Use the {Keyword: Modifier}.
  • Capitalise every word. It’s not annoying when it works.
  • Use the USPs from Secret #1 to write excellent ad copy. 35 characters per line is not much, but it’s enough!
  • Split-test your ad copy to see which works best.

Secret #4 – Some Examples

{Keyword:Turf Supplies Brisbane}
Online Turf Sales, Information &
Maintenance. Call Us To Enquire!

{Keyword:Outplacement Hong Kong}
Trusted Partner In Times Of Change.
Smooth Restructuring. Call Us Now!

{Keyword:Designer New Kitchens}
Let Our Experienced Kitchen
Designers Work With You Call Today!

{Keyword:Buy San Francisco Cabins}
Upmarket Private Waterfront Resort.
Design The Interiors, Start Here!

{KeyWord:New & Used Forklift Sales}
Unrivaled Forklift Productivity &
Efficiency. Get A Forklift Deal Now

{Keyword:Hot Water System}
Competitive Low Prices, The Very
Best Service! Call Our Plumbers Now

These are just a few examples to whet your appetite! But now you know how to do it! You know how to format your words so they’re appealing, short, and sweet. And you also know the technical side of how to type in your keywords so they come out looking way you intended.

Sounds simple, right? It is, once you know how. I’ve got many more Secrets to share, from tweaking your Ads even more, knowing what extras to use, being able to predict which campaigns are more likely to perform, to making sure your offer convert once someone clicks on your Ads campaign. Most importantly – I know how to develop a custom built Ads campaign just for you – on the #1 search engine in the world. There are just too many Secrets to fit into this article.

At this point, you’ve gone through the first 4 Secrets to hacking Google Ads and getting your campaign up to Best Practices level. Here’s a review:

  1. Do some Old-School Marketing Analysis.
  2. Your Google Ads campaign: Set Up Strong.
  3. Keywords Matter.
  4. Create Google Ads Copy that Sings.

If you have any comments or questions, please feel free to contact me here.

Important Note:

For extra help, our Ads Profit Factory covers setting up your Ads correctly in detail, using video to show you the step-by-step process involved in making this perfect every time.

Our experience shows that if you take the time to complete every step I’ve talked you through, in conjunction with the last 6 Secrets, you’ll actually achieve a very successful Ads Campaign of your own, remembering that it’s all about conversions and profit, not the number of clicks you get in a day. Not a techie? Reach out for help – we’re always here.

How can we help you better? We’d love to stay in touch, and we created our free monthly newsletter just for you – packed full of tips and tricks that you can use to keep improving your Ads conversions! To subscribe, go here.

Also, if you like this article, please feel free to share it with your friends! It’s our pleasure to help!

But for the best use of your funds, invest in our Ads Profit Factory for the opportunity to walk through this together. We’ll send you regularly updated videos and other content so you’ll stay on top of the changes the way we do.

Here’s to your success!!

James Parnwell


Ads is like getting a haircut. It’s easy to do yourself, but you probably shouldn’t!

#adwordsprofitfactory #theonlineco

James Parnwell
James Parnwell

James is the Managing Director and resident strategist at TheOnlineCo. He is clever and creative with a flair for making complex things sound simple. He has been in the marketing game for over 2 decades and has watched the landscape slowly shift. James has his finger on the pulse of every aspect within TheOnlineCo, meeting with all clients as well as every core team member and strategising a specific plan tailored to each client.

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