Do you need help creating copy for your AdWords campaigns? Not sure what text to use in the space available?

Running a successful Google AdWords campaign is both an art and a science. Crafting the perfect ad copy can make or break your campaign’s performance. It’s not just about finding the right keywords or setting the right bid; it’s also about delivering a message that resonates with your target audience.

To help you get started on the path to AdWords success, we’ve compiled a list of 71 ad variations to test in your campaigns. These variations cover different aspects of ad copy, including headlines, descriptions, and calls to action.

By testing these variations, you can find out what works best for your specific audience and improve your ad performance.

White Shark Media share 71 ad variations you should try in this infographic.

 

The Importance of Testing Ad Variations

Before we dive into the list of ad variations, let’s discuss why testing ad variations is crucial for your AdWords success.

1. Optimizing Ad Performance: AdWords campaigns are highly competitive, and even small improvements in click-through rates (CTR) and conversion rates can make a significant difference in your campaign’s success. Testing ad variations allows you to identify the most effective ad copy that resonates with your audience.
2. Maximizing ROI: Running ads that don’t perform well can be a drain on your budget. By testing different ad variations, you can allocate your budget to the ads that generate the best results, ultimately maximizing your return on investment (ROI).
3. Adapting to Changes: Consumer behavior and market trends can change over time. What worked well in the past may not work as effectively today. Regularly testing ad variations helps you stay adaptable and responsive to evolving market conditions.
4. Staying Competitive: Your competitors are also running AdWords campaigns, and they may be testing their ad copy too. To stay competitive, you need to continuously improve your ad performance and stay ahead of the competition.

Now that we understand the importance of testing ad variations, let’s explore the 71 ad variations you can use to fine-tune your AdWords campaigns.

Headline Variations

1. Keyword-Only Headline: Use your primary keyword as the headline.
2. Keyword-Plus-Brand Headline: Combine your primary keyword with your brand name.
3. Question Headline: Pose a relevant question to pique curiosity.
4. Benefit-Oriented Headline: Highlight the main benefit of your product or service.
5. Discount or Offer Headline: Promote a specific discount or offer.
6. Emotional Headline: Evoke emotions in your audience.
7. Urgency Headline: Create a sense of urgency with words like “Limited Time Offer” or “Hurry!”
8. Social Proof Headline: Mention positive reviews or ratings.
9. FOMO (Fear of Missing Out) Headline: Convey that users might miss out on something valuable.
10. Testimonial Headline: Use a customer testimonial as your headline.

Description Variations

11. Feature-Oriented Description: Highlight key features of your product or service.
12. Benefits-Oriented Description: Emphasize the benefits users will gain.
13. Unique Selling Proposition (USP) Description: Highlight what sets your offering apart.
14. Action-Oriented Description: Encourage users to take a specific action.
15. Emotional Description: Evoke emotions in your description text.
16. Scarcity Description: Mention limited quantities or availability.
17. Offer Description: Expand on your discount or offer from the headline.
18. Social Proof Description: Include social proof elements like trust badges or awards.
19. Guarantee Description: Mention any guarantees or warranties.
20. Location Description: Add your business location or service areas.

Call-to-Action (CTA) Variations

21. Standard CTA: Use common CTAs like “Buy Now” or “Learn More.”
22. Personalized CTA: Tailor the CTA to the user’s needs, e.g., “Get My Free Quote.”
23. Urgent CTA: Use CTAs that create a sense of urgency, e.g., “Act Now.”
24. Benefit-Oriented CTA: Highlight the benefit of clicking the ad, e.g., “Unlock Savings.”
25. Emotional CTA: Use emotional triggers in your CTA, e.g., “Experience Joy Today.”
26. Question CTA: Pose a question as your CTA to engage users.
27. Interactive CTA: Use CTAs that encourage users to interact, e.g., “Try Our Quiz.”
28. First-Person CTA: Make it personal, e.g., “Start My Journey Now.”
29. Numbers CTA: Use numbers to make your CTA more specific, e.g., “Save 50%.”
30. CTA with Social Proof: Combine your CTA with social proof, e.g., “Join 1 Million Happy Customers.”

Ad Extension Variations

31. Sitelink Extensions: Include additional links to specific pages on your website.
32. Callout Extensions: Highlight key benefits or features of your offering.
33. Structured Snippet Extensions: Showcase specific aspects of your product or service.
34. Location Extensions: Include your business’s physical address.
35. Call Extensions: Encourage users to call your business directly.
36. Message Extensions: Allow users to send you a text message.
37. Price Extensions: Display pricing information for your products or services.
38. App Extensions: Promote your mobile app.
39. Review Extensions: Show snippets of positive reviews.
40. Promotion Extensions: Highlight current promotions or sales.

Ad Format Variations

41. Expanded Text Ads: Test different variations of expanded text ads with varying headlines, descriptions, and CTAs.
42. Responsive Search Ads: Create ads with multiple headlines and descriptions, and let Google optimize combinations.
43. Image Ads: Experiment with image-based ads to visually showcase your products or services.
44. Video Ads: Use video to engage your audience with compelling visuals and messages.
45. Dynamic Search Ads: Let Google generate headlines and descriptions dynamically based on users’ search queries.
46. Call-Only Ads: Opt for call-only ads if you want users to call your business directly.
47. App Install Ads: Promote app downloads with app-specific ad formats.
48. Local Service Ads: If you offer local services, consider using this ad format to reach local customers.
49. Shopping Ads: For e-commerce businesses, showcase your products with shopping ads.
50. Discovery Ads: Display visually appealing ads in the Google Discover feed.

Ad Targeting Variations

51. Keyword Match Types: Experiment with different keyword match types (exact, phrase, broad) to refine your audience.
52. Location Targeting: Test different locations to reach specific geographic audiences.
53. Demographic Targeting: Adjust your ad copy to resonate with specific age, gender, or income groups.
54. Device Targeting: Customize ad copy for different devices (desktop, mobile, tablet).
55. Audience Targeting: Create ad variations for different audience segments, such as remarketing lists or custom audiences.
56. Dayparting: Adjust ad schedules to target users during specific times of the day or week.
57. Ad Scheduling: Customize ad scheduling for specific promotions or events.
58. Language Targeting: Create ad variations for different languages spoken by your target audience.
59. Ad Rotation: Experiment with ad rotation settings to give different variations equal exposure.
60. Ad Placement: Test ads on different websites or placements within the Google Display Network.

Ad Copy Length Variations

61. Short and Sweet: Create concise ads with minimal text.
62. Detailed and Informative: Offer in-depth information about your product or service.
63. Medium-Length Copy: Find a balance between brevity and detail.
64. Long-Form Copy: Craft longer ads to tell a compelling story.
65. Character-Limited Copy: Create ads with character limits to fit specific ad formats.
66. Narrative Copy: Use storytelling to engage and connect with your audience.
67. Bulleted List Copy: Present information in a list format for easy consumption.
68. Visual Copy: Use emojis and symbols to add visual appeal to your ads.
69. Clickable Copy: Include clickable elements in your ad text, like phone numbers or email addresses.
70. Symbolic Copy: Use symbols and icons to convey messages concisely.
71. Interactive Copy: Encourage users to interact with your ad, e.g., “Swipe to Learn More.”

The Testing Process

Now that you have a comprehensive list of ad variations to test, it’s essential to establish a structured testing process. Here’s a step-by-step guide to help you get started:

1. Identify Your Goals: Determine what specific metrics you want to improve, such as CTR, conversion rate, or ROI.
2. Create Variations: Develop ad variations based on the categories mentioned above, making sure they align with your goals.
3. Split Testing: Implement A/B testing or split testing by running multiple ad variations simultaneously within the same ad group.
4. Monitor Performance: Keep a close eye on the performance metrics of each ad variation. Give your tests enough time to gather sufficient data for reliable conclusions.
5. Analyze Results: Once you have collected enough data, analyze the results to identify the top-performing ad variations.
6. Optimize and Scale: Use the insights gained from testing to optimize your campaign by allocating more budget to high-performing ads and eliminating underperforming ones.
7. Iterate and Repeat: Continuously test new ad variations and refine your campaigns over time to stay competitive and adapt to changes in your market.

Conclusion

Crafting effective ad copy for your Google AdWords campaigns is an ongoing process that requires constant experimentation and refinement. By testing the 71 ad variations we’ve outlined in this article, you can discover what resonates best with your target audience and maximize the performance of your campaigns. Remember that there’s no one-size-fits-all solution, so it’s crucial to adapt your ad copy based on your specific goals, audience, and industry trends. Stay proactive, keep testing, and you’ll be well on your way to AdWords success.

Whether you’re a seasoned advertiser or just starting with Google AdWords, these ad variations will help you fine-tune your campaigns, increase your ad relevance, and ultimately achieve better results. Don’t leave your ad copy to chance; take control of your AdWords success by testing and optimizing your ad variations today.