A Beginner’s Guide to Write Awesome PPC Ad Copy
Writing PPC Ad Copy doesn’t require you to have spent years as a marketer. Even if you’re a beginner, you can write amazing ad copy without getting enrolled in lengthy courses. Keep reading to learn How to Write Ad Copy for PPC that helps you achieve your business goals.
Before We Get Started
Google PPC ads are of two types, namely:
- Google Search Ads
- Google Display Ads
It’s important for you to know about these two types of PPC ads before you get started on your PPC campaign.
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Google Search Ads
These ads appear on top of SERPs. Running search ads is the right option if you want to target those people who are using Google to find information or to buy something. You should know the structure of a PPC ad before we discuss how to write amazing PPC Ad Copy.
Structure of a PPC Ad
The basic structure of a PPC Search Ad comprises of:
- Headline
- Description
- Extension
You can include three headlines that should not exceed 30 characters. In the description, you can write two headlines of 90 characters. Other than headlines and descriptions, you can also use Ad Extensions.
The five types of Search Ad Extensions are:
- Sitelink Extensions
- Call Extensions
- Location Extensions
- Offer Extensions
- App Extensions
In this PPC ad, the advertiser has utilized the “Location Extension” to highlight where the business is located.
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Google Display Network
Although a designer creates ads for Google Display Network, they must follow the script a copywriter provides. You don’t have to follow a specific character limit when designing an ad for Google Display Network.
Why Good PPC Copy Matters
Spending a ton of money on PPC ads doesn’t mean anything if your PPC Ad Copy is stale and meaningless. To achieve your business goals, you need to work on using better ad copy for Google Ads. Here is how to write a good google ad that can boost your business’s growth:
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Target Your Ideal Customers
Trying to optimize your website is like casting a wide net. If you are looking to target a specific segment of your target audience, you need to run PPC ads. For example, if you want to promote your repair services, you can use persuasive PPC ad copy writing to target people who want to hire a repair service.
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Increase Website Traffic
Source: ahrefs.com
Getting organic traffic on your website through SEO can take a lot of time and effort. If you want to increase the traffic on your website instantly, you can consider running Google PPC ads. These ads can help you increase your website traffic if you cannot wait for months and years to get more traffic.
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Improve Your Marketing ROI
As a marketer, you have to keep your eyes open about your Marketing ROI. Utilizing PPC in your marketing strategies can help you boost your ROI and get closer to your business goals without waiting for a long time to get results.
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Gather Valuable Data
If you are unclear if your keyword strategy can help you get long-lasting results from SEO, then it’s better to test your keywords on a PPC campaign. You can directly feed your PPC keyword data to your SEO campaign to get closer to your business goals. For example, if your run an online store, here are some keywords that you can test in your PPC strategy before targeting them for your long-term SEO plans:
Source: wordstream.com
Now that you know the types of PPC ads and the results PPC can bring for your business, let’s explore how you can write amazing Pay Per Click Ad Copy even if you’ve never written it before!
1. Learn About Your Target Audience
As a business owner or a marketing professional, you need to address your target audience when writing an ad instead of talking about yourself. It’s a newbie mistake to think you need to use the opportunity of PPC ads to discuss how great your business is and what it does.
Instead, you need to focus on what value you can bring to your target audience. Remember that customers who are looking to buy a product or service care a little about how you operate your business.
It’s better to start with an audience persona to learn what your target audience wants. You can only prepare yourself to write PPC Ad Copy that helps you achieve your business goals.
2. Analyze Your Competitors
Wasting a lot of money on PPC ads without analyzing your competitors is the biggest mistake you can make. Before you write PPC Ad Copy and run ads, you need to identify the strategies your competitors are using to attract more customers.
It’s easier to analyze the PPC ad strategy of your business. For example, if you offer repair services, you can search for something like “repair services (your area)” to check the keywords your competitors are trying to optimize in their PPC ads.
3. Learn How to Write Persuasive Headlines
Remember that the headline of your PPC ad is the first thing your target audience will read. If the headline of your PPC ad is lifeless, you cannot expect your readers to read the description of your ad and click on your website. A headline that offers a precise solution can increase the effectiveness of your PPC ad.
This is why it’s important to write cheesy, catchy headlines that persuade your target audience. Here are some practices for writing an amazing PPC ad copy headline:
Checklist for Writing PPC Ad Copy Headlines
4. Understand the Keyword Intent
You need to understand the types of keywords when writing PPC Ad Copy. Targeting the right keywords will make it easier for you to get better results from your campaign. Here’s a brief overview of keyword types:
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Transactional
Transactional keywords indicate the user’s intent to shop for something online. In this example, when you type “buy the domain” on Google, you can see an Ad placed by GoDaddy that ranks against your search. The headline of this ad clearly highlights a huge discount, and the ™ logo shows their business credibility.
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Commercial
Commercial keywords show a person searching for information on how and where to buy something. For example, when you search for “car repairing new york,” you can see a list of ads run by NY car repair companies.
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Informational
5. Include Statistics in Ad Copy
One of the ad copy best practices is to be concise and to the point when writing PPC ad copy is to add numbers or statistics to your ad copy. You should preferably add statistics/numbers to the headline because doing so boosts your credibility and convinces the reader to read the description of your PPC ad.
It’s important not to add misleading numbers or statistics to your ad copy if you don’t want to come across as a “fraudster” to your target audience.
6. Put Emotional Triggers in Ads
One of the best Tips to Write PPC Text Ads is to address the emotions of your target audience if you want to improve your PPC ROI. With proper emotional triggers, you can succeed in persuading your target audience to read your ad and follow your CTA.
You can rely on the famous “The Junto Emotion Wheel” to identify and use the emotional triggers when writing PPC Ad Copy:
Source: thejuntoinstitute.com
7. Address the Doubts of Your Readers
One of the best PPC Ad Copy Strategies is to address the doubts that people have in their minds about a product or service. For example, when someone is trying to hire a lawyer, they will have these questions in mind:
- Is this lawyer charging less than other lawyers?
- Will it be easy for me to work with this lawyer?
- Does this lawyer have proper experience?
If you run a legal consultancy, you need to answer questions like these in your PPC ads, so people want to click on your ad.
8. Optimize Your URL
When running PPC ads on Google, you can create a unique “Display URL” that’s different from the actual URL of your website. You should write a persuasive Display URL that includes appropriate keywords and encourages readers to click on your page.
The people who interact with your PPC ad might not know about the different Display URLs and Actual URLs, but they will be inclined to click on your ad regardless.
9. Highlight Benefits over Features
One of the best PPC Ad Copy Tips is to mention the benefits of your products and services instead of focusing on the features. Writing all about the features will make your ad redundant and boring for your target audience.
Features highlight the physical aspects and characteristics of your products and services. On the other hand, Benefits show how using a product or service can help your target audience.
For example, if you are running a PPC ad for your wireless blower, you should write how a wireless blower can make things easier for a person instead of writing about the battery capacity and charging speed of the wireless blower.
10. Fully Utilize the Character Limit
PPC ads have a specific Google ad copy character limit as mentioned above. If you want to boost the results you get from your PPC ads, you need to fully utilize the character limit. Doing so will ensure that you don’t miss out on any necessary detail in the headline or the description of your PPC Ad Copy.
11. Mention Your USP
Adding a USP to your PPC Ad Copy is a great way to make your business stand out. Your PPC defines how you do things differently from others and why a person should consider your products and services compared to the ones offered by other business owners.
12. Write Ad Copy for Local Audiences
One of the important adwords ad copy guidelines is to optimize your PPC Ad Copy to your local audience if you are offering your services in a specific area. For example, if you run a glass door repair service in Alberta, you need to add how your service can help Alberta residents.
13. Add Powerful CTAs
You want people to take a specific action after seeing your ad. For example, if you want more visitors to your website, you should add a compelling CTA that persuades people to click on your website.
Here are some proven tips for writing a great CTA for PPC Ad Copy
14. Try A/B Testing For PPC Copy
Source: searchengineland.com
One of the PPC Copywriting Best Practices is to test the effectiveness of your PPC Ad Copy by splitting your ads with A/B testing. In your PPC campaign, you can run two versions of your ads to check which version of your copy is performing better. This simple guide can teach you more about how to do A/B testing for PPC ads.
Conclusion
Following all the steps mentioned above can help you write Engaging Google Ads Copy easily. Use this guide as a Checklist when writing PPC Ad Copy, so you don’t miss out on any important elements. Contact our PPC Ad consultants if you want more info about writing persuasive PPC copy.
