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PPC Basics Pt. 2: 4 Tips for Creating Successful Ad Copy


4 Tips for Creating Successful Ad Copy

If you missed PPC Basics Pt. 1 you can catch up here:  5 Ways to Increase Search PPC Conversions

So, you have done all the hard work with a granular account structure, the campaign settings ensure you are reaching your target audience, alongside targeted keywords and a comprehensive list of negative keywords, all that ensure great quality traffic to your website.

There is one thing that is left, and often overlooked by a lot of advertisers, and even professional PPC account managers, and that is the ad copy.

Google allow a total of 95 characters over 3 lines of text (25 headline, 35 line 1 and 35 line 2), that is not a lot of space to advertise in…so how do you make sure your adverts stand out?

1.  Relevance:

Firstly, look at your keyword list in the ad group, and make sure they are all the same variation of that product/service. Once you have confirmed this, make sure the adverts are relevant to that keyword list, try and include the search term in the advert.

One easy way to do this is by using the ‘keyword insertion tool’. This allows the advertiser to display any keyword in that ad group within the headline of the advert, providing it’s under 25 characters, any keywords over 25 characters will use the default term within the tool.


The headline is an example of how to use the tool. Always make sure the ‘K’ and ‘W’ in {KeyWord:} are upper case, this ensures that the first letter of each word in the phrase is upper case. Finally, the default keyword (in this example: Aldgate Sushi Delivery), has to be relevant to the keywords in that ad group.

Having ad copy that is relevant to the keywords, will ensure you are on the right track to a higher quality score, and better quality click.

2.  Key Selling Points:

Appeal to your audience’s emotional side, make them feel like they NEED your service, or they NEED that product, and that it will make a difference to their life.

Including your key selling points are vital for a number of reasons, firstly it pre-qualifies your traffic to the website. A great example is to include a price, which should ensure visitors to the website who are willing to pay that amount for the product/service.

Study the competition around you, and think what makes your product/service unique to your competitors and include that in the copy, it might be a discount, free or faster delivery, a free quote, or simply a better quality product/service – whatever it is, make sure it’s advertised, so you can get one up on the competition and snag the business.

3.  Call To Actions:

By now the browser already knows that your advert is relevant to their search query, so before they click you should make them aware of how they can interact with you.

Can they buy online? Can they call or email you? Is there a contact form? As an advertiser you need to decide what you want the browser to do when they reach your website, and make it clear to them in the ad copy.

Phrases like ‘Call Us’ or ‘Buy Online’ are simple, yet effective and can make a difference to which website a browser visits, they want to know they can interact when they get to the website.

4.  URLS – Display & Destination:

Finally, there are two points to consider with your URL’s. Firstly, the display URL – after the or .com, if you still have some space, consider adding some more text. This can be used to drill home the product/service.

In this case below, the advertiser delivers sushi to Aldgate, so they have repeated that in the display URL, the keyword ‘Aldgate Sushi Delivery’ has triggered the advert, ‘Aldgate’ & ‘Sushi’ will be highlighted in the URL.

BLOG [Read-Only] - Word 2014-03-14 11.21.13

Secondly, the destination URL, ad copy does not just stop at what you display in those 4 lines.

You have written a high quality advert, so don’t ruin it by taking them to the home page. If they are looking for a particular product/service, make sure they are directed to the page that reflects what they are looking for.

The landing page is important, as it effects the quality score and can be another factor in gaining the business. There is nothing worse than landing on a website and having to search for what you want, people have low attention spans when it comes to browsing, so ideally they need what they are looking for in front of them in no more than 1 click from landing on the website.

All these points are worth taking in to account when writing your ad copy, and if you feel that you can squeeze what you need in to one advert, then write more than one advert per ad group.

I would advise to write 2 – 4 adverts per ad group, which allows you to get all your points in the copy, and test which advert is most effective.

Take care of your ad copy, and it will contribute to an increase in conversions. Any suggestions? Comment below!