10 PPC Copywriting Best Practices for Extra Effective Text Ads

10 PPC Copywriting Best Practices for Extra Effective Text Ads

Running PPC advertising can be profitable – or it can be a waste of time.

How does it matter?

Much of this has to do with your ad text.

It is difficult to write great copy for PPC ads as it seems at first.

Platforms like Google Advertising give you a limited amount of space to catch the eye of the searcher, get them interested in your offering, and entice them to click.

Unfortunately, there is no winning formula for writing the right PPC ads (and if there were, everyone would use it).

But there are several best practices that you can follow to make your advertising stronger.

Here are 10 tips that you can write in the next ad.

1. Know what your target market wants

Many businesses get closer to advertising by talking about themselves. This is a natural thing, and after all, you are an expert who makes your company great.

But this is exactly the opposite of what you should do.


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Customers find you because they need something, not because they are curious about your business.

The best way to get the attention of your target audience is to show them what you understand – and can fix their problems.

Before you start writing, do this exercise: Put yourself in the shoes of your ideal client.

Think about what kind of problem they are facing, and imagine how they will search for a solution.

Then, write your ad copy as a response to that imaginary customer needs and search habits.

2. Address your audience

Use the words “you” and “your” in your advertisements.

Talking to your audience makes them feel important.

It creates an understanding that your business is admirable – you want to build a friendly and fruitful relationship with customers right off the bat.

3. Use an emotional trigger to your advantage

What’s the worst thing an advertisement can do?

if you said boring, You are right.

A bad PPC advertisement is completely priceless.


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It can be ineffective and even well put together, but if no one ever feels the contradiction or moves enough to click on it, then publish it Why do you even bother?

You can avoid the fate of boring advertisements by choosing your words and making your audience feel something.

If you know what your target market wants, it should not be too difficult.

Zeroes in on the main problem or desire that brings customers to you, and churns out some ways to play the emotions contained in it.

Negative emotions can actually be better stimuli than positive ones because people are motivated to avoid pain, so don’t be afraid to take advantage of your audience’s anxiety, anger, or FOMO (fear of missing out).

Some of the more positive feelings you use to drive results include hope, relief and a feeling of being liked or admired by others.

4. Use numbers, trademarks and register marks (™, ®)

If you want to attract more eyes to your ads, try adding one or two numbers.

Statistics and statistics are a way to grab people’s attention and have been proven to increase CTR.

One way to use numbers is to name the price of your product or advertise a sale.

You can try to present a numerical data about your business, such as the number of customers you have helped.

Use exact numbers instead of round numbers, as people rely more on exact numbers.

Allow the user to be an official source of information with numbers, using TMs and registration marks, especially in your brand campaigns.

This will help you gain a foothold on the competitor’s ad.

5. Remove Objections

Most people need to be a little confident before clicking on an ad or making a purchase.

Come up with some general objections to your service or selling points, and address those earlier addresses in your ad copy.

If you make excuses from your audience before you even think about them, they will immediately feel more comfortable in your business – and are more likely to take you up on your offer.


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6. Use all your space

Google ads give you three 30-character headlines and two 90-character descriptions.

Maximize the power of your advertising by packing all the information in this space.

If you are reducing some characters, see if you can come up to include an additional description or two.

Don’t forget about your display URL and ad extension.

Your display URL doesn’t match the actual URL your visitors will land on – the purpose is to show people what kind of page they’ll be taken to, so creating a custom URL that includes your keywords is a smart move. is.

Ad extensions can be another valuable way to get more real estate in search results.

Do not trust them to carry your message, however, since Google cannot guarantee that your extensions will appear every time your ads run.

7. Insist on what makes you stand out

Differentiate yourself from your competitors and make your advertising more complicated.


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You don’t have much space to pitch your unique sales proposition to your audience, so try to spread it downward into a powerful kernel that readers want to know more about.

Ask yourself some useful questions:

  • What makes your business better or different from anyone else in the industry?
  • Have you won any awards?
  • Are you making a sale or offering something special?
  • What is unique about your brand image?

8. Go Local

People have local business choice and trust over large, faceless national corporations.

Emphasize your location in your advertisements to give people the first impression of your business.

You don’t really have to work in one place to play the local-business image.

If you have multiple locations, create separate PPC campaigns to run in different geographic areas and use specific location-based terms for each campaign.

Also, use local phone numbers instead of 800 numbers in your advertisements.

9. Use Strong, Creative Call for Action

Does the phrase “call now” really make you feel a sense of urgency?


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Probably not.

Instead of resorting to clichéd clichés for your call to action, do something that is a bit more of a home hit for your audience.

You already know what they want, so highlight it in your call to action.

Close your call to action with a strong verb, too – something like “Get,” “Save,” “Build,” “Download” or “Join”.

10. Split Test Your PPC Advertising Often

Regular testing is one of the safest ways you can make real improvements to your ads.

The more data you collect, the more patterns you start to spot, and the better you can adjust your advertising strategy.

When it will work in advertising, this mark can be far away, so it is incredibly important to base your decisions on data rather than guesswork.

Some ideas for split tests you can include:

  • Put your call to action at various locations.
  • Compare different calls to action.
  • Experimenting with different numbers and figures in your ads.
  • Trying different display URLs.
  • Highlighting the various benefits of your product or service.


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Writing PPC advertisements is more of an art than a science.

Even marketers with wordly talent sometimes run into writer’s blocks when trying to come up with the right ad text.

Good News?

With patience, practice, and testing, you’ll start writing PPC ads more quickly and easily – and you’ll get real results from them.