4 Tips for Writing The Best PPC Ad Copy

PPC copy header image

It was the best of times and the worst of times….which is a fair way to describe anytime you’re writing ad copy for your PPC account. Since there’s no ultimate answer when it comes to writing “the perfect ad copy,” you’ll have to use certain factors such as price, audience, and goals to ensure that your PPC ads are performing well. We’ve outlined a few tips to help improve your ad copy, so rest easy and read on.

Find What Works

As the saying goes “One man’s poor ad copy is another man’s great ad copy.” Okay, that may not be true, but doing some competitive analysis research to find what PPC ads are working can help. It’s good to know what is being said by your competitors to help ensure your ad copy is unique and promoting the right aspect of your business or service.

Pro tip: find 3-6 of your most visible keywords based on impressions and search for each of them in Google. Put yourself in your customer’s shoes and follow the steps they would take.  Check out what ads are being displayed by your competitors and mark down what you like and don’t like including headlines, body copy, and calls-to-action.

Stand Out from the Competition

Now that you have identified what you like and don’t like from your competitors, it’s time to identify your strategy. Find your “game-changing” copy. This copy is going to separate your ad from the competition, it’s going to set you apart from all of the ad clutter on Google (or Bing).

According to David Ogilvy, “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

With that in mind, your PPC ad headline should be your starting focus. You need something that catches your audience eye, encourages them to learn more or click through while selling your product or service. It’s not a lot of real-estate, about 25 characters – so keep it short, strong, and get them interested. One way to engage your customers is to ask them a question. Ask them why do they need you. Try to envision your headline as a conversation starter with a potential customer, if they were standing right in front of you, what would you ask them to get your sales pitch started.

Delivering the final blow

You have your audience’s attention! Now, it’s time to deliver the punch. You have two description lines within Google AdWords to procure that click-through (70 characters total). You’ll want to cover a lot of information here since this is where you really push your target audience to your site. You’ll want to include a few things:

An Offer: why should they go to your site? Are you hosting a sale or a special promotion?

A Number: What’s the sale price? What’s the discount percentage? How long have you been in service?

A Benefit: what sets your business or service apart from the other businesses showing up in the ad space?

A Call to Action: what do you want your customers to do, now that they have read your ad. Not sure what a good call to action is, here are a few:

  • Order Online Now
  • Start Now!
  • Save $5 (or whatever your promotion is)
  • Call Us (24/7, if applicable)
  • Free Consultation

Do you think you’re up for the challenge?

Test, Revise & Test Again

The great thing about PPC ads is that you can test out what works and what doesn’t work with relative ease. You can test out different headlines to see what works best, does a question or a statement? What call-to-action seems to have the best CTR, “Order Now” or “Call Us”?  Should we include the dollar amount or the discount percentage? Once you see what ads are performing better for your business, then you know where to add more of your marketing budget.

PPC ads aren’t a “set it and forget it” campaign. It’s an ever-evolving platform that requires testing, updating, and revising to ensure that your messaging is being accurately displayed to your audience.

Ad Copy at Work

To see what we’re talking about, we did a quick search for “Children Pool Toys,” since summer is almost here. The following ads have incorporated one or more of our recommendations in their ad copy.

PPC Copy 1

The company above uses the number 1000+ to showcase how many toys they have available. In addition, this ad uses a promotion to entice users to click through, free shipping over $30. What do you think about their headline? Wouldn’t you want to get pool toys from an expert? I would.

PPC Copy 2

The next ad lists out all the different products that they have right now, along with a promotion for free shipping (no price point). Their headline states that their pool toys are on sale now, but my question is – are they just being sold now or is there a promotional sale going on right now? My recommendation would be to include a discount or a sale price to encourage users to click through, whether or not the sale applies to all pool toys or not.

PPC Copy 3

Lastly, this company incorporates two different types of numbers. 100% free shipping and up to 40% off of all pool floats. Both are enticing deals that would make me want to learn more. The headline is straightforward and tells what products you can find from their company. If this was your company, would you change the headline?

No matter the ad placement, which of the above ads would capture your attention? (Share in our comments below).

The End

WHEW! You’ve made it through with some tips and helpful insight when creating your next ad copy. Just remember there is no absolute answer when it comes to writing ad copy, but by reading this and following the tips, you can begin writing ad copy that converts better than it has before.

ProTip Bonus: To really seal the deal with this PPC ad ordeal, try using ad extensions. There a variety of extensions that you can use for your ads. By using an ad extension, you’re helping your ads get a lot more ad space within the SERPs.

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Art is a Campaign Analyst who is responsible for the data mining of campaigns. He also provide pre/post-campaign analysis and feedback to Digital Campaign managers. Art is also allergic to almost everything, ask him for yourself.

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  • Great Art, Very insightful post with lots of actionable advice. Thanks!

    • Art

      Thanks Edgar – hopefully the tips can help you in your SEO efforts, any tricks you’d like to add?