7 SEM Ad Copy Best Practices for Text Ads With Examples

Let’s say you’re Googling for a financial planner. At the top of the results, one or two CPAs are denoted with a small bold “Sponsored” tag. There’s a headline, a few words of copy and a link.

In search engine marketing or SEM, these are “text ads.” No art, just words. And, if you’re using them, the SEM ad copy you write for them is paramount in grabbing people’s attention.

Worried about getting glossed over? Focus on making the most of your limited word count. At Zoe Marketing & Communications, we help small- to mid-sized businesses tailor their Google text ads for maximum impact. In this blog, we’ll cover the essentials, including:

• What SEM text ads are
• What SEM ad copy looks like
• 7 SEM ad copy best practices

You’ll better understand how SEM text ads work — and how good copy can make them more powerful. And you’ll get a sense of your next steps for using this marketing tactic.

What SEM text ads are

Text-based ads, typically run through Google Ads, operate on a pay-per-click, or PPC, model. They’re based on specific keywords people are looking up.

While these ads often show at the top of search results, they can also pop up at the bottom of the page or next to the results. 

They’re impactful because they reach users right when they’re looking for a product or service. These timely ads can often lead to faster results — and more conversions.

What SEM ad copy looks like

These text ads look like regular Google results, except they have a clear “sponsored” label. They include several lines of text, which you control when you set up the ad. 

According to Google, in basic terms, these ads include:

• 3 headline options, up to 30 characters each
• 2 description options, up to 90 characters each
• 1 main display URL (plus optional links to more specific pages)

Here are two results for the financial planner example.

Example 1

Example 2

As you can see, they’re very copy “light.” And these planners took different approaches. Which would you click on? Let’s take a closer look at what factors can sway that choice.

7 SEM ad copy best practices

The text does the talking in classic SEM ads. Seven strategies can improve its ability to connect with your audience — and earn their clicks. 

1. Highlight unique selling propositions

A unique selling proposition, or USP, sets you apart from your competitors. In SEM, where ad copy space is limited, it's crucial to convey what makes your offer special quickly.

Let’s compare two approaches a nonprofit might take:

• Unique: “Join Us in Making a Difference! 90% of your donation directly supports local communities.”
• Generic: “Donate to Our Charity. Give back to the community and make a difference.”

The unique wording highlights the nonprofit’s direct community impact, making a compelling case. The generic copy is more vague, less engaging and not as likely to inspire action.

2. Use strong, action-oriented language

SEM ad copy should create a sense of urgency and excitement, encouraging an immediate response from your audience. They should feel drawn to click on your ad. 

In the case of a tourism agency, this could look like: 

• Strong: “Discover Paris’ 5 Hidden Gems. Book the adventure of a lifetime and experience the City of Lights as never before.”
• Weak: “Paris Tours Available. Book a trip now to experience France as your next vacation.”

The strong sample entices with secrets to uncover and a “can’t-miss” call to action. Meanwhile, the weaker option is straightforward but feels passive, especially considering travel’s potential to spark our sense of adventure.

3. Incorporate relevant keywords

Keywords are the backbone of SEM. They link your ad copy to the specific terms your target audience is actually Googling. Using these words boosts your odds of enticing clicks.

A medical practice is one great example of where this strategy can pay off.

• Specific: “Best Cardiology Services Chicago. Compassionate, advanced heart care services by top experts near you.”
• General: “Great Family Medical Services. Get the best care for newborns, pediatrics, teens, adults and geriatrics.”

The first example doubles down its relevant “cardiology services” keyword, increasing its chances of appearing in searches. The other is too sweeping, reducing its competitiveness and visibility. 

4. Focus on benefits, not just features

Address the “why” behind what you offer — to connect with your audience on an emotional level. Spotlight how your products or services make people’s lives better.

This approach also makes your ad more relatable and convincing.

Here are two ways an autism therapy practice could write its SEM ad copy:

• Benefit-focused: “Transform Your Child’s Life. Discover personalized ABA autism therapy where empathy, growth and support await you.”
• Feature-focused: “Autism Therapy Sessions Available. Get ABA services tailored to children on the autism spectrum.”

The benefit-focused sample emphasizes the life-changing impact of the therapy, appealing to parents’ hopes and concerns. The feature-focused one, while accurate, misses the opportunity to connect on a deeper level.

5. Be clear and concise

Clarity and brevity are essential in SEM ads, due to character limits and the need to convey your message fast. This practice is vital to earning higher click-through rates.

Schools are among many advertisers who must make their case quickly and compellingly.

• Compact: “Kids Excel at Summit Academy. Discover personalized learning and proven success for K-8 students.”
• Wordy: “Diverse Educational Programs for Students. We offer a wide array of classes for all ages in unique, dynamic, and enriching learning environments.”

The compact version clearly communicates the school’s value proposition — and the grades it serves. Meanwhile, the wordy example is vague, a bit rambly and uses too many generic adjectives.

6. Leverage social proof and testimonials

Using evidence like testimonials or stats helps build trust and credibility in ads. It reassures potential clients that others have had positive experiences with your product or service.

Let’s look at a couple of examples a roofing company might use.

• With social proof: “Your Home Deserves the Best. Join 500+ satisfied homeowners who trust our durable, leak-proof roofing solutions.”
• Unsubstantiated: “Choose the Best! Use our top roofing services for all your needs.”

The first sample backs up its “best” claim with a hard number of happy customers, making it more persuasive. The unsubstantiated take does use words like “best” and “top” but doesn’t offer any support.

7. Create a sense of exclusivity or scarcity

If something is limited or selling out fast, sharing this can be a powerful motivator in SEM ads. It can create a sense of urgency or fear of missing out, prompting faster decision-making.

This approach can especially help with high-value items, such as vehicles sold by a dealership.

• Stakes are stated: “These Won’t Last! Secure one of only 20 exclusive pre-release models of the 2024 Freedom SUV — now till Friday only.”
• Stakes are hazy: “Don’t Miss Out! New 2024 SUV models available for sale for now.”

Example #1 feels like a unique and time-sensitive offer; there are only 20 available and only a few days to claim one. The second version uses “don’t miss out” language, but the urgency and exclusivity aren’t as apparent.

Next steps to creating impactful SEM ad campaigns

SEM text ads can be powerful, but your window to grab clicks attention is small. That’s why your words matter.

In this blog we touched on seven tactics that can increase those odds, from unique selling propositions and a focus on benefits to using social proof and stirring up urgency.

Managing and testing these ads can take time and skill. Need support? Talk to us. Zoe Marketing & Communications is ready to help you create effective SEM text ad campaigns.

Or, if you’re still researching your next moves with SEM, boost your own skills with these essential articles:

• Search engine marketing 101, including visuals of 5 common examples
• How to create successful digital ads that help drive conversions