When it comes to creating a successful PPC campaign there are many elements that you need to get right and a big one of those is ad copy.

The text in the ad is what is going to encourage the user to click and visit your website, so it’s important to write something compelling and enticing.

Bear in mind, however, that you want to make sure that the right people click, the people that are most likely to complete your call-to-action (CTA), whether that is buying something or getting in touch with you, so it should also be accurate and informative.

Here are ten tips for how to write ads that will entice the right users to click on your ads:

  1. Include keywords in your headline. Make it reflect the query the user has typed into the search engine. Google highlights keywords that match so this makes your ad stand out and if yours says exactly what they were searching for then they are more likely to click.
  2. Be descriptive. You only get 2 lines of 35 characters (including spaces) so it needs to be punchy and informative enough to make the user want to click on your ad instead of the other 9 ads on the page, not to mention the organic, shopping, local etc. links that are also distracting them from your ad.
  3. Use the characters in the Display URL. The domain has to match the domain of the landing page but you have (depending on the length of your domain) characters left after the / so use them
  4. Highlight your USPs. Include your brand’s USPs in the ad copy where you can. Do you offer free / next day delivery or cheaper pricing? If so, let the user know.
  5. Try including your pricing in the ad copy. If you are selling a product and it’s cheaper than your competitors, that can entice people to click. Similarly if you offer a luxury item, with a higher price tag, having the price visible in the ad can deter clicks from users who won’t pay that amount. You don’t want to pay for clicks that are unlikely to convert.
  6. Capitalise! Some people believe that it’s best practice to capitalise every, or every important, word in ad copy to make the words stand out. This is something to test and experiment with as you go along.
  7. Include a CTA. Include a call-to-action in your ad; ‘Call Us’, ‘Buy Now’. Let the user know what you expect them to do.
  8. Get your spelling and grammar right. Make sure it’s perfect. Poor spelling and grammar sends a bad message about your brand, so make sure it’s accurate.
  9. Use extensions. Google offers all sorts of extensions now to allow advertisers to include more information, more than they’d ever be able to fit in the ad’s character limit. Sitelinks, callout extensions, call and location extensions – use what you can to help get your message across.
  10. Use dynamic insertion where appropriate. From real-time updates and keyword insertion into headlines, Google now offers a few nifty little tricks to allow advertise to dynamically create parts of their ads based on the date or the users query. Dynamic keyword insertion allows them to populate the headline with the users query (this must be used carefully) and a new feature, customising ads with real-time updates, allows advertisers to dynamically count down to a one-time event – genious!

Real-time ad insertion

Once you’ve got the user to your landing page, you can then encourage them to carry out your CTA. For more information about choosing the right landing page, read our post about it!