Writing Effective PPC (Pay Per Click) Ad Copy – Part 1

Writing effective PPC ad copy is one of the most important things you can do as part of a PPC campaign.

It is important to ensure you have the best possible ad so that users are enticed to click on your ad rather than your competitors.

To help write effective and appealing ad copy we have put together some tips.

What is ad copy?

Ad copy is the small amount of text used in PPC ads, to entice users to follow their link.

Include the keywords within the ad text

Assuming your account structure has been set-up correctly; your keywords should already be grouped into relevantly themed Ad Groups. Ensure the keyword the Ad Group is based on appears in the ad copy. This means that when a user searches on this keyword it will appear in bold on Google. This will make your ad stand out and a user will consider your ad relevant to them.

Include your Unique Selling Point (USP)

What can you offer that your competitors can’t? What will make you stand out from the crowd? Be sure to incorporate this into your ad copy. User’s need reasons to click on your ad rather than your competitor’s ad.

In the example below you will see the keyword (plumbing) is in bold and the ad also uses the USP (become a plumber in 8 weeks) within the ad copy.

Include a Call to Action

Having a clear call to action will allow a user to know what to expect when clicking on your ad. Call to actions could include ‘Buy Now’, ’Enquire Today’, ‘Apply Now’. Test different call to actions until you find the one that works for you.
You will see an example of a call to action in the ad image (above) – ‘Enquire Online Today’.

Don’t use jargon

Ensure your ad copy is clear and to the point. Do not use ‘Jargon’ keywords which your users may find difficult to understand.  You are restricted by character limits so make every word count.

Consider the right landing page

Your ad copy could be perfect but if you are taking the user to an inappropriate landing page, then you are very likely to lose that conversion. Showing the user a relevant ad and taking them to the best landing page will benefit your conversion rate.

Keep in mind users you don’t want to click on your ad

There will be certain scenarios where you may not want users to click on your ad, i.e. you sell your services so you are not looking for users who are after something for free. Ensure your ad copy is clear about what it is that you offer/sell and do not mislead the user.

Utilise the Display URL

As long as the domain name is correct in the display URL you are able to add further keywords before or after the domain name. Use this feature to your advantage by adding the keyword to your display URL. If a user is to see their keyword research in the display URL of an ad they may well be more likely to click on your ad.

Test, test and test!

Testing different pieces of ad copy is essential to understanding what does and doesn’t work for you. You may find that changing just one word in your ad copy can make all the difference.

Look out for ‘Writing effective Ad Copy Part 2’ which will discuss testing strategies and best practices.

If you would like further help or training on writing effective ad copy, feel free to get in touch with our PPC team to find out how our services could help you.


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