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How to write great PPC ad copy

Without strong ad copy, you won’t be able to lead as many valuable customers to your site through PPC ads. Writing effective ad text is harder than people might initially think – and you need to really understand your target audience to make it work. We have listed our top tips to help your PPC ads drive the right traffic and achieve the results that you are looking for.

Understand your market  

Your priority should be showing potential customers how you can provide a solution to their query – if you can do that, then your ad will stand out. We suggest putting yourself in your ideal customer’s shoes – considering their search habits and what would entice them to click on an ad.

For example, one way to gain search engine users attention is to address them directly. If somebody feels like they are being spoken to, they will feel more valuable and therefore more connected to your ad. Using words like “you” and “your” rather than just “us” and “ours” will help you to come across as friendly, helpful and personable – therefore more likely to answer their question or solve their problem.

Use emotional triggers

Triggering an emotional response within your ads is the best way to make it memorable. If you know what your target audience is looking for – then you’ll likely be able to make them feel something by reading your ad.

The emotional response you want to trigger will depend on what you can offer your customers as a result. Negative feelings can often lead to better results when it comes to advertising (if your ad can turn it into a positive). 

A prime example would be cosmetics suppliers who often pick out common problems and offer an easy fix within their products. You can also use positive emotions such as hopefulness and relief – if these can resonate with your brand, then you’re likely to drive results.

Include numbers or statistics

Your click-through-rates are likely to increase if you can grab user’s attention with a number – it’s a quick way of providing useful information and can be more eye-catching than just words.

We suggest including a price, a sale or a unique statistic such as how many customers you have helped so far. It’s best to put this number in your headline to ensure it stands out. Also, exact numbers tend to come across as more honest and reliable than rounded numbers. 

Have a unique selling point

If you want to stand out amongst competitors, then you’ll need a unique selling point (USP). Your USP should be concise and straight to the point while encouraging users to find out more about what you do as a business. If you’re unsure what your USP is, we’ve listed a few ideas to get you thinking:

  • Have you won any awards?
  • Are you running any special offers or promotions?
  • Do you have a unique brand image?
  • What does your business do differently to others in the industry?

Use a strong call-to-action

A call-to-action (CTA) is a crucial part of your ad copy because it can lead customers directly to your campaign goal. There are plenty of options to choose from, such as: 

  • Apply here
  • Subscribe
  • Watch more
  • Download now

You should aim to cater to your target audience while being creative. For example, “Learn more”, isn’t the most exciting CTA, despite being used often. Your CTA (as with most things in PPC) should be unique to you. Let’s say your goal is to generate more site traffic, you could use words that will encourage a user to click-through, such as “Save”. If somebody thinks they will benefit from clicking then they will, and who doesn’t want to save time or money? We’ve got more information about writing a CTA here.

Use your location

People often tend to favour a local business, and of course, using your location in your ad copy will make you stand out to nearby customers. If your company has multiple locations, you can create separate PPC campaigns for different geographical areas by using location-based terms for each campaign. If you don’t want to add a location, you could even use a local phone number in your ad copy. 

Remove any objections

Drawing attention to customer objections can be really helpful because it shows that you are confident in what you can do for your customers. If you can think of a potential complaint or concern about your product, service or selling points, and then address them in your ad – you’ll be pre-empting any customer hesitations.

An example of this could be referring to a guarantee you have on an expensive product or even stating that there are no hidden costs when using your service. Removing objections like this before they arise is a way of eradicating potential reasons for a user not to click on your ad. This is also a great way to show a prospective customer that they can trust your business without worrying about faults or other cons.

Make the most of your character limit

We always try to make the most out of the character space offered by Google Ads. Instead of being short of characters – try to come up with more valuable information that you might have missed. Remember to use ad extensions that can display further relevant information to make you stand out on SERP.

Frequently test your ads

Regular testing is an essential part of your PPC management. The more data you’re able to collect on your ads, the easier you’ll find it to adjust your strategy in the right way. We’ve suggested some ideas for your split tests:

  • Move your call to action around or try different ones
  • Experiment with different display URLs
  • Use different numbers and statistics (price, statistic)
  • Highlight a different benefit or offer

Split tests will help you to understand what works with your target customers – and how to adjust your PPC ads going forward.

Get in touch

Your ad copy will depend on your audience, your industry, and what you’re hoping to achieve from your digital marketing campaigns. Following our top tips and learning how to understand your audience on SERP’s will help to improve the performance of your ads.

If you have any more questions about our PPC services or anything we’ve mentioned – please get in touch.

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