Anicca News, Pay Per Click

Writing Ad Copy Tips – Competition!

Written by Ann Stanley on 30th March 2012

It’s Anicca competition time!

write-better-ad-copyAnicca are going to run a competition to see who can write the best PPC ad copy. We’ll give you some useful hints and tips so get the balls rolling and then the balls in your court – the winner will get a £75 VOUCHER for Google AdWords (kerching).

If you are already a PPC pro, you’ve probably already worked out that your ad copy plays a crucial role in the success of your PPC campaign.

Even after having the best keywords and a strong sales copy, your PPC campaign could fail. One of these reasons is bad ad copy.

Sometimes it can be easy to lose sight of ad copy and forget that after all the technical stuff – ad copy is still ad copy, if in doubt keep it plain and simple.
So here are 4 good tips to take into consideration when building your ad copy:

1. Be Specific: Avoid writing generic ad copy and try and be as specific as possible so that you know your ad copy is delivering the right message to your audience. For example, if you are selling sports equipment and you have different types of trainers in your catalogue – e.g. tennis shoes, football boots, running trainers, walking boots etc.; you should find a few sets of keywords for each of the different type of catalogue that you have and then write good, interesting ads for each of those. The best way to do this is to have multiple ad groups for your different sets of keywords so that you can easily write exact ad copy for your different ad groups.

2. Highlight your Unique Selling Point (USP):  What exactly is it that makes you different from your competitor? What makes your product or service unique? What will a customer get out of your product and not another? If you can answer these questions then you’ll have a USP – if you don’t then get thinking. You need to be in a position to offer a product or service which your competitors can’t. It must be unique and something that your customers can relate to and can benefit from.

So when you write your ad copy include your USP, this will set you aside from competitors, make you stand out and the idea is that it persuades people to buy from you which they’re bound to want to know – provide this information easily without them having to find it out for themselves. But make sure you retain credibility and trust – if you’re going to make a statement back it up or offer a fall-back, for example a money back guarantee.

3. Include keywords: Advertisers will do their best to make their ad copy creative but this rarely does well in terms of click-through-rates.  Creativity is good to an extent but in terms of PPC sometimes it can do you more harm than good. Due to the nature of the paid ad, it’s essential that the ad copy catches a user’s attention right from the word go.

When you’re next writing ad copy make sure you use keywords in both the ad headline and description, this means your ad will be more appealing and relevant, and they’ll also be in bold so will be, ideally improving your CTR and quality score.

4. Include your Call to Action: Often we lose sight of the most important thing, what’s the actual point of your ad? What do you want to gain from it? Include a call to action. Having a good call to action is proven to improve your CTR and your campaigns effectiveness. The searcher needs to know what the deal is when they see the ad – they need to know what they’re going to be doing, if you’re going to take a searcher away from one page and on to another they need to know there’s something in it for them.


Below is an example of a poorly written ad copy (when a user has searched on ‘tennis shoes’):





Below is an example of a well written ad copy (when a user has searched on ‘tennis shoes’):






So here’s where the competition comes in.
We want you guys to come up with some good ad copy, and the one which we think is the best will win a £75 Google AdWords voucher.


The ad copy needs to be based on the following:
Men’s blue shoes from Anicca Shoes 70% off until May 2012 * terms and conditions apply.

  • All you have to do is submit your copy in the Facebook comments below and we’ll choose the best.
  • You can’t have all your words capitalised, and use no more than one exclamation mark and unless you can prove you’re the ‘best’ don’t use that in your copy. Your URL needs to represent your site (yes you can make this up).
  • Your ad copy should have 25 characters on the first line, then 35 on the second third and fourth lines.
  • Simply post your entry below in our comment boxes to enter
  • You have until Friday 6th of April to get your entries in, and each entry should adhere to industry guidelines!