How to Create SEM Ad Copy that Converts: Key Elements + Pro Tips

SEM ad copy is the text shown in advertisements on search engine results pages. It includes a headline, description, and URL, but can be enhanced with additional assets. Make the most of your limited space with a CTA, value proposition, and emotional connection — this guide shows you how.

Search engine marketing (SEM) is a powerful way to connect with your target audience fast. But without strong SEM ad copy, that opportunity can become a missed connection — and a wasted budget.

In this guide, we’ll explain how to create SEM ad copy that resonates, engages, and converts — with expert tips from HawkSEM Associate Director of SEM Rachel Corak.

What is SEM ad copy?

SEM ad copy is the text used in pay-per-click ads that appear on the search engine results pages.

The goal is to convince your target audience to click on the ad while accurately representing the offer.

4 key structural elements of SEM ads

There are elements that make up the anatomy of an SEM ad, and you need to understand them all to be able to get the most out of your ad copy.

1. Headline

The headline is the bold title appearing at the top of a SEM ad:

You are allowed three headline segments with up to 30 characters each, separated by a vertical pipe (“|”), but they can show up differently depending on the device used or when the ad is seen.

Because the headline is the first thing users read, it should include the target keyword that matches the user’s query and the offer.

Take note of Raw & Fresh’s ad copy, “Pet Food, Bones & Treats – Home Delivered | Raw & Fresh.” This headline demonstrates several qualities that make it effective.

The ad incorporates relevant keywords such as “Pet Food,” “Bones,” “Treats,” “Home Delivered,” and “Raw & Fresh.” This ensures the ad’s alignment with potential user searches related to pet care.

In addition, the ad’s emphasis on convenience, quality, and variety (Pet Food, Bones & Treats) immediately communicates benefits to potential customers.

2. Description

The description field is the body of your text ad. Here, you should expand on the promise initiated in the headline in no more than 90 characters.

Use this space to mention your product’s benefits, offer tangible solutions, and provide a glimpse into the value a person can expect.

Dropbox expertly achieves this with its ad copy:

“With Dropbox™, Bring Your Files & Cloud Content With the Tools Your Team Wants To Use. Easily Access Your Team’s Work From Your Computer, Mobile Device, or Any Web Browser. Back up any file. Automatic backups. Stress-free file sharing. Access your info anytime.”

The copy highlights its core benefits: accessibility and ease of use.

And the addition of a clear and compelling CTA (“Access your info anytime”) prompts immediate action from users.

3. Display URL

Display URL is the address that appears above your ad’s headline. Your URL can be customized to be more readable or enticing.

Make sure it corresponds with users’ expectations and aligns with your landing page’s content.

Crafting a URL display that mirrors your brand’s identity and reinforces credibility can lead to higher click-through rates (CTR) and engagement.

4. Assets (formerly ad extensions)

Ad assets are additional snippets of information you can add to your text ad.

“It’s important to utilize assets to maximize real estate on the search engine results page,” says Corak.

Not only will it make your ads stand out, but it will also provide you with more space to discuss your product or service.

You can use sitelink extensions to direct users to specific landing pages, callout extensions to highlight unique offers, and structured snippet extensions to categorize and emphasize your offerings.

3 key elements of effective SEM ad copy

There is a limited amount of space to connect with your target audience through a SEM ad. Make sure your copy includes the following elements:

1. Call to action

A CTA tells your audience what the desired action is. For instance, “buy now,” “schedule a tour,” “sign up,” “get yours today,” or “call now.”

2. Offer and value proposition

Make your offer and value clear up front. Your ad copy should highlight your unique selling proposition (USP), i.e., what differentiates you from your competitors.

3. Empathy

Ad copy should directly address your audience’s pain points, desires, and needs. Communicate how your offering can solve users’ problems or enhance their lives.

How to write SEM ad copy that converts

Writing ad copy involves thorough research, incorporating key elements like a CTA and a value proposition, testing, and ongoing optimizations.

1. Do keyword research

Use Google Ads’ Google Keyword Planner, Semrush, and Ahrefs to identify how your target audience searches. Discern your audience’s needs and aspirations, and then start to build an exhaustive list of keywords. Look for variations that your audience might use and explore long-tail options.

Further reading: How to Do Keyword Research: Tools to Use + Proven Tips

2. Conduct a competitive copy analysis

Review your competitors’ ad messaging to identify gaps and offer a unique position that resonates with your audience.

3. Incorporate key elements

When it’s time to write your search ads, incorporate a CTA, unique selling proposition, and pain points.

4. Ensure the landing page aligns

Your ad copy needs to align with the content and messaging of the landing page your audience will see when they click your ad.

The person’s journey from ad click to the landing page should be cohesive, and the content on the landing page should expand on the promises made in your ad copy.

5. A/B test your ad copy

A/B testing compares different versions of ad copy to identify which is most effective.

Experiment with different headlines, descriptions, and CTAs to understand what resonates best with your audience.

Further reading: 16 A/B Testing Ideas to Boost Conversions + Tools to Use

6. Make data-driven optimizations

Regularly analyze metrics like CTR, conversion rates, and CPC to uncover high-performing ads and identify trends that resonate with your audience.

Study user behavior on landing pages and optimize for geographic and device preferences.

Leverage keyword performance insights, adjust ad scheduling, and glean competitor strategies to make the most out of your ad copy and harness all the valuable data available.

Expert tips to drive engagement

We tapped the experts at HawkSEM to uncover the top tips to make your SEM ad copy more effective:

1. Mirror the search query

Successful ads “incorporate keywords into the ad text to improve Quality Score and increase ad relevance with the user’s query,” Corak explains.
Place the person’s search queries into the ad copy to make it feel tailored to their specific needs. When you mirror the search query, the ad copy instantly resonates, which enhances relevancy and generates clicks.

2. Foster a sense of urgency and scarcity

Phrases like “Limited Time Offer” compel users to act fast to avoid missing out.

Similarly, scarcity creates a fear of missing out (FOMO), which encourages the person viewing your ad to take action before the opportunity vanishes.

3. Incorporate social proof

Customer reviews, testimonials, ratings, or awards establish your credibility and build trust with newer audiences.

Social proof assures potential customers that others have had positive experiences with the product or service.

4. Use benefit-driven language

Focus on the benefits of your product or service rather than the features. This will resonate more with your audience’s needs and aspirations.

Showcase how your product or service solves a problem or fulfills a desire, to demonstrate immediate value to users.

5. Make your CTA clear and aligned with intent

Incorporate verbs like “Shop Now,” “Get Started,” or “Download” to explicitly guide users on what action to take — and ensure the CTA matches the landing page.

6. Consider posing a question

Presenting a question in your ad copy prompts the reader to think and engage mentally.

This drives curiosity and encourages them to seek answers by clicking on your ad. Employ this tactic by framing a question that addresses a common user concern or taps into their interests.

For example: “Searching for the Perfect Getaway? Discover Your Dream Destination Today!”

Incorporate A/B testing for your landing page and ad copy for a strategic advantage over your competitors. (Image: Adobe Stock)

The takeaway

To craft compelling SEM ad copy, lean on data-driven insights and follow the proven tactics above. As a result, your businesses can forge a powerful connection with your audience and elevate your SEM campaign performance.

Need a little help? HawkSEM’s team of digital marketing experts crafts SEM campaigns that earn an average 4.5X ROI for our clients. Reach out today.

This article has been updated and was originally published in October 2023.