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While Google Ads remains a potent advertising platform, increased AI, automation, and market saturation have made it more difficult to achieve success with basic approaches. However, this also creates an opportunity for well-crafted ad copy to significantly differentiate businesses.

This video dives deep into how to write effective Google Ads copy that stands out in today's competitive landscape. While the basics of telling people you have what they're looking for might seem easy, the increasing saturation and the power of AI make it more challenging than ever. However, this also means there's a significant opportunity to stand out with compelling ad copy

In this video, you'll learn about various frameworks and thinking models that can be applied to create Google Ads copy, as well as ad copy for other platforms like Meta and email.

These frameworks are designed to help you get into the mind of your target audience, understand how they think and speak, and use that language in your ads.

Key topics covered include:

• Understanding that Google Ads often targets bottom-of-funnel keywords with high search intent, allowing you to get straight to the point
• Recognizing that the standard of copywriting in Google Ads isn't always high, creating an opportunity for you to excel.
• The importance of answering five basic questions about your customer at the start of any ad campaign to build a solid foundation:
◦ Who am I trying to reach?
◦ What do they want?
◦ What do they care about?
◦ Who do they trust?
◦ What are they ready for?
• Conducting "ad recon" or competitive analysis to see what your competitors are saying (and not saying) to identify opportunities.
• Gathering raw materials for your headlines and descriptions from places like Reddit, Quora, sales calls, purchase data, and customer reviews. Utilizing customer language can significantly improve your ad's resonance.
• Exploring beginner copywriting frameworks such as Pain-Agitate-Solve and Features, Advantages, and Benefits, and how to combine them effectively.
• Understanding audience-driven frameworks that bring a narrative to your ads, including Before and After, Heroes and Villains, and Winners and Losers.
• An introduction to advanced, psychology-based frameworks like Scarcity Bias, the Anchoring Effect, and the Framing Effect.
• Considerations for responsive search ads (RSAs), including the potential number of permutations and recommendations for testing and pinning headlines. The importance of writing flavorful and unique copy to stand out is emphasized.
• A recommendation to watch another video on automating RSA ad writing using ChatGPT to speed up the process.

By applying the frameworks and thinking models discussed in this video, you can move beyond bland and unimaginative ad copy and create ads that resonate with your audience, improve performance, and ultimately drive more leads and sales.

Creating effective Google Ads copy in today's competitive environment requires moving beyond basic approaches. By understanding search intent, researching the target audience and competitors, leveraging proven copywriting frameworks, and incorporating emotional and psychological elements, advertisers can craft compelling ads that stand out, build trust, and drive conversions. Continuous testing and a willingness to inject brand personality are crucial for achieving optimal results.

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