How To Write The Best PPC Ad Copy [Best Practices]

Creating PPC ad copy is fun!

You get to crawl into the brain of your target audience and think about their problems and pains and most importantly, how you can help solve them.

1. Write PPC ad copy with your audience in mind

So let’s start with that.

Writing great PPC ads revolves all around understanding your audience and writing ad copy for them.

Way too often PPC marketers or copywriters think about their product or service first and why it’s o so great instead of thinking about their target group and what problems they are trying to solves or what kind of ‘Jobs they have to get done‘.

Have you talked to the actual people? Have you sent out questionnaires? Do you have data to base your assumptions on?

If you don’t have a great understanding of your audience yet, check out our Content Marketing Strategy framework. These 8 questions guides you through understanding your audience’s needs better.

2. Match searcher’s keywords in your ad copy and landing page

To make the searcher’s experience as smooth as possible, make it clear that what they search for matches the search result (your ad) and after they click your ad, comfort them that they landed at the right place by adding the keyword on the landing page.

Check out our red apple example.

• Person searches for red apple;
• Sees the words red apple in your ad;
• Sees the words red apple on the landing page.

Of course, don’t just stuff your ad copy with keywords. You still need to tell a story. But the exact keywords help people understand that they are actually getting that red apple instead of a pear.

Oh yeah. Google also rewards you with better quality scores when the searcher’s keywords match the ad copy and landing page copy.

3. Always add a Call to Action (CTA)

This PPC copywriting tip goes into getting people to click on your ad.

In the previous tip you showed them that you have something they want. They can scan the search results and see that there are a couple of people that actually have what she wants, so what makes you so special? Why should she click your ad?

The better you understand your audience, the easier it is to figure out what they really want. So be sure not to skip tip number 1 😉

Let’s say your call to action is:

‘Buy now. up to 50% off’

Be sure you don’t just include it in your ad copy but also on your landing page.

If you promise people up to 50% off in your ad, you need to match that expectation with your landing page copy.

4. What makes you unique?

I understand that you don’t have a lot of space in your PPC ads but whenever possible, add a bit of storytelling in your ad. Let people know what makes you unique and why they should choose you.

There’s nothing worse than searching for something and seeing only boring descriptive ads without any value added.

5. Use power words

Sometimes short words can help a lot to stand out. They’re called power words. We’ve written an article about how to use power words ethically.

Check it out if you haven’t yet.

6. Use PPC Ad Copy Generators and experiment with different ad copy

The truth is; you don’t know how well your ad copy is going to perform. You can follow all best practices, but at the end of the day, the searcher decides what they love and the best way to find out is to experiment with different ad copies.

Here’s where we come in.

Writing multiple variations for your PPC ad copy can be very mentally exhausting.

There are just so many copy variations you can come up with before hitting a creativity wall.

To help marketers like you out, we created StoryLab.ai.

Simply enter your existing ad copy in our Google Ad Headline Generator or our Google Ad Description Generator and let our AI inspire you with different copy variations.

Then, re-write the bits and pieces and set up your ad experiments.

Here’s our it looks like!

Your ad copy is written by AI. So all copy is unique and by running the tool a couple of times. Sometimes even once. You get a ton of new ideas for your ad copy experiments. Often times, you can even use the copy as is with a small tweak.

Which brings me to the last tip.

7. Short ad copy checklist before publishing your ad

Before hitting the publish button, always check if your ad copy is actually valuable by answering these simple questions:

• Is the ad copy clear?
• Is it something I would click on?
• Does it offer value or is it just descriptive?
• Does this ad make sense or is it just a bunch of keywords?
• Is there a clear CTA?
• Does the landing page answer the promise set in the ad copy?
• Does the landing page match the keyword used in the ad copy?

Be sure to give our Ad Copy Generator a try! 

Make use of our other AI Marketing Copy Generators for free

Just wanted to let you know that next to our PPC Ad Copy Generators, we also have other Copywriting Generators that can help you improve your marketing copy and we also wanted to let you know that we have a Growth Storytelling Framework which you can access for free without an email signup.

• You can find all our AI Marketing Copy Generators here.
• You can find our Growth Storytelling Framework here.

Facebook Ad Copy Generator

Let’s also take a moment and zoom into our Facebook Ad Copy Generator. If you’re working on Google, Bing and other PPC ads, you might also work on Facebook ads. We just wanted to let you know that we also have a dedicated tool to help you in this area. Check out our Facebook Ad Copy Generator.

Happy writing!

FAQ

What is PPC ad copy, and why is it important?

PPC ad copy refers to the text used in pay-per-click advertisements to attract clicks and drive conversions. It’s crucial because compelling copy can entice users to click on ads, leading to increased traffic and conversions.

What elements should be included in effective PPC ad copy?

Effective PPC ad copy should include a clear value proposition, relevant keywords, a compelling call-to-action, and features or benefits that resonate with the target audience to maximize ad performance.

How can PPC ad copy be tailored to different stages of the customer journey?

PPC ad copy can be tailored to different stages of the customer journey by adjusting messaging and tone to match the user’s level of awareness, intent, and familiarity with the product or service being promoted.

What strategies can be used to make PPC ad copy stand out from competitors?

Strategies to make PPC ad copy stand out include highlighting unique selling points, leveraging emotional triggers, using dynamic keyword insertion, and incorporating ad extensions to provide additional information or incentives.

How important is keyword research in crafting effective PPC ad copy?

Keyword research is essential in crafting effective PPC ad copy as it ensures alignment between ad copy and user search queries, improves ad relevance and quality score, and maximizes ad visibility and click-through rates.

Can PPC ad copy be tested and optimized for better performance?

Yes, PPC ad copy can be tested and optimized using A/B testing techniques to compare different ad variations and identify which messages, formats, or calls-to-action resonate best with the target audience.

Are there any character limits or guidelines for PPC ad copy?

Yes, PPC ad platforms typically have character limits for ad headlines, descriptions, and display URLs. Adhering to these guidelines ensures that ads are displayed correctly and convey the intended message effectively.

How can PPC ad copy be aligned with landing page content for a seamless user experience?

Aligning PPC ad copy with landing page content involves maintaining consistency in messaging, design, and tone to reinforce the value proposition and guide users through a cohesive and relevant user journey.

What role does ad relevance play in the success of PPC ad copy?

Ad relevance is critical in the success of PPC ad copy as it impacts ad quality score, ad rank, and cost-per-click. Highly relevant ads that match user intent are more likely to receive clicks and conversions.

How can PPC ad copy be optimized for mobile users?

To optimize PPC ad copy for mobile users, focus on concise and impactful messaging, use mobile-specific ad extensions such as click-to-call or location extensions, and ensure that landing pages are mobile-friendly and load quickly.

What role does ad formatting play in PPC ad copy effectiveness?

Ad formatting in PPC ad copy plays a crucial role in catching users’ attention. Utilizing features like ad extensions, capitalization, punctuation, and ad customizers can make ads more visually appealing and informative.

How can PPC ad copy be customized for different target audiences?

Customizing PPC ad copy for different target audiences involves understanding their demographics, interests, pain points, and preferences. Tailoring the language, tone, and messaging to resonate with each audience segment can significantly improve ad performance.

Can PPC ads copy benefit from including social proof or testimonials?

Yes, incorporating social proof or testimonials in PPC ad copy can enhance credibility and trustworthiness, reassuring potential customers of the product or service’s quality and reliability, thus increasing click-through rates and conversions.

What are some common mistakes to avoid in PPC ad copywriting?

Common mistakes in PPC ad copywriting include using generic or vague language, neglecting to include a clear call-to-action, overpromising in the ad text, and failing to match ad copy with the landing page content.

How can storytelling techniques be used effectively in PPC ad copy?

Storytelling in PPC ad copy can captivate audiences by narrating a compelling story that resonates with their emotions, needs, or aspirations. It can create a stronger connection with the brand and increase engagement and conversions.

Should PPC ad copy focus on features or benefits?

PPC ad copy should primarily focus on benefits rather than features. Highlighting how the product or service solves the user’s problem or fulfills their desire is more persuasive and resonates better with the audience.

Is it essential to conduct competitor analysis when crafting PPC ad copy?

Yes, conducting competitor analysis helps identify strengths, weaknesses, and opportunities in the market, informing PPC ads copy strategy. Understanding how competitors position themselves can help differentiate your ads and attract more clicks.

How frequently should PPC ad copy be updated or refreshed?

PPC ad copy should be regularly updated or refreshed to keep it relevant, engaging, and aligned with changing market trends, audience preferences, and business goals. Monitoring ad performance and adjusting copy accordingly is key to maintaining effectiveness.

Can PPC ads copy benefit from using action-oriented language?

Yes, incorporating action-oriented language such as “buy now,” “sign up today,” or “learn more” in PPC ads copy encourages users to take immediate action, increasing click-through rates and conversions.

How can PPC ad copy be optimized for voice search queries?

To optimize PPC ad copy for voice search queries, focus on using conversational language, long-tail keywords, and answering common questions concisely. Tailoring ads to match the natural language used in voice searches can improve relevance and visibility.

Jump back to a section

• 1. Write PPC ad copy with your audience in mind

• 2. Match searcher’s keywords in your ad copy and landing page

• 3. Always add a Call to Action (CTA)

• 4. What makes you unique?

• 5. Use power words

• 6. Use PPC Ad Copy Generators and experiment with different ad copy

• 7. Short ad copy checklist before publishing your ad

• Make use of our other AI Marketing Copy Generators for free

• Facebook Ad Copy Generator

Author bio:

Raul Tiru: Raul loves to build companies and help startups and scale-ups grow. Raul started his first website when he was 17 years old, has held several growth marketing positions in fast-growing companies, and has helped companies via his Freelance Marketing services. You can find Raul on his community GlobalOwls where he helps Nonprofits and Startups to do better marketing.