Writing effective ad copy is a blend of art and science, and one of the most critical aspects is using the right keywords. When incorporated properly, keywords make your ads more relevant, increase visibility, and improve click-through rates by speaking directly to your audience's needs. But how do you seamlessly add keywords into your ad copy without sounding forced or robotic?
In this guide, we’ll break down how to select, position, and naturally integrate keywords into your ad copy to create compelling messages that resonate with your audience and drive results.
Step 1: Understand Your Audience’s Search Intent
Before you can use keywords effectively, you need to understand what your audience is searching for and why. Are they looking for solutions to a specific problem? Are they comparing products or services? Or are they ready to buy?
Start by researching your target keywords and grouping them based on search intent:
- Informational Keywords: Words used when someone is looking for answers or more details (e.g., “How to fix a leaky faucet”).
- Commercial Keywords: Words used when someone is comparing options or looking for recommendations (e.g., “Best plumbing services in Melbourne”).
- Transactional Keywords: Words used when someone is ready to make a purchase or book a service (e.g., “Hire a plumber now” or “Buy waterproof sealant”).
By categorising your keywords, you can tailor your ad copy to match the intent behind each search, making your ads more relevant and increasing the likelihood of conversion.
Step 2: Choose the Right Keywords for Each Ad Group
Ad platforms like Google Ads allow you to organise your ads into ad groups, each focused on a specific set of related keywords. When selecting keywords for each ad group, make sure they are tightly themed and directly connected to the product, service, or offer being advertised.
For Example:
If you’re running ads for a plumbing business, you might have separate ad groups for “Emergency Plumbing Services,” “Routine Plumbing Maintenance,” and “Kitchen Sink Installations.” Each ad group should focus on a small set of highly relevant keywords like:
- Emergency Plumbing Services: “24/7 plumbing repair,” “emergency plumber near me.”
- Routine Plumbing Maintenance: “preventative plumbing maintenance,” “annual plumbing inspection.”
- Kitchen Sink Installations: “kitchen sink installation service,” “install kitchen sink.”
This structure ensures that your keywords and ad copy are aligned, which not only boosts the relevance of your ads but also improves your Quality Score on platforms like Google, potentially reducing your cost-per-click.
Step 3: Position Keywords in Key Areas of Your Ad Copy
Now that you have the right keywords, it’s time to integrate them into your ad copy. There are three key places to include keywords to maximise impact:
- Headline
Your headline is the first thing people see, so placing your primary keyword here helps grab attention and signals immediate relevance to the searcher. For example, if your keyword is “affordable plumbing services,” a headline like “Affordable Plumbing Services You Can Trust” tells users right away that your ad is exactly what they’re looking for. - Description
Use your description to reinforce the keyword and provide more context. Include variations or related keywords naturally to create a compelling message. Instead of repeating the same keyword, try: “Our affordable plumbing services are available 24/7, offering quick response times and expert repairs for any issue.” - Display URL
Many platforms allow you to customise the display URL to make it more relevant. For example, if your main keyword is “emergency plumbing,” your display URL could be: www.plumbingservices.com/emergency-plumbing. This helps reinforce the keyword while adding another layer of visibility.
Step 4: Use Keywords to Address Pain Points and Benefits
One of the biggest mistakes in keyword integration is using them in a generic or robotic way. Instead, focus on framing your keywords around the customer’s pain points and benefits.
For Example:
Instead of saying: “Looking for affordable plumbing services?”
Try: “Tired of overpriced plumbers? Get affordable plumbing services that don’t compromise on quality.”
Or instead of: “Hire a professional plumber now.”
Try: “Hire a professional plumber today and get your issue fixed right the first time.”
In both examples, the keywords are present, but they’re woven into sentences that appeal to emotions and solve specific problems, making your ad copy far more engaging and effective.
Step 5: Use Keyword Variations and Synonyms
Using the same keyword repeatedly can make your copy feel monotonous and spammy. To keep your ad copy natural, include keyword variations and synonyms that match what people are searching for.
For Example: If your main keyword is “emergency plumbing services,” consider adding variations like “emergency plumber,” “plumbing repairs,” or “24/7 plumbing solutions.” This approach makes your copy more dynamic and helps capture a wider range of searches without sounding repetitive.
Step 6: Avoid Over-Stuffing Keywords
While keywords are essential, overloading your ad copy with them can lead to a poor user experience and potentially lower your ad’s performance. Keyword stuffing not only looks unnatural but can also harm your Quality Score on Google or get your ads flagged for poor readability.
Instead, aim for a natural flow that prioritises clarity and value over keyword frequency. If a keyword doesn’t fit smoothly, it’s better to leave it out than to force it into your copy.
Step 7: Use Keywords in Call-to-Actions
Your call-to-action (CTA) is where you prompt the user to take the next step, so it’s a great place to include your primary keyword. A strong CTA combined with a keyword reinforces the relevance and urgency of your offer.
For Example:
- “Get Your Free Plumbing Quote Now!”
- “Call Us Today for Affordable Plumbing Services!”
- “Schedule Your Emergency Plumbing Repair!”
These CTAs are not only actionable but also ensure that the keyword is emphasised one last time, making your ad copy more compelling and relevant.
Need Help Crafting High-Converting Ad Copy?
If incorporating keywords into your ad copy still feels tricky, we’re here to help. Prolific You specialises in creating compelling, keyword-rich ads that connect with your audience and drive results. Whether you’re running Google Ads, Meta Ads, or LinkedIn campaigns, we can craft tailored ad copy to help you stand out and achieve your business goals.
