When used correctly, pay-per-click (PPC) advertising is a powerful tool (A big emphasis on used correctly). As brands compete to top sponsored search results, writing effective ad copy is crucial for grabbing attention, generating those clicks, and turning visitors into paying customers.
Mediocre ad copy just doesn’t cut it. If your ad copy fails to align with the landing page experience or is simply uninspiring, click through rates (CTR) fall and so does your entire PPC campaign.
In short, you end up paying high cost per clicks (CPC), leading to results that will have you questioning PPC altogether.
The good news is it doesn’t have to be that way. With relevant ad copy crafted to engage and convert, PPC can be a real game-changer. By focusing on clear, concise, and compelling messaging, paid ads can drive targeted traffic, boost brand awareness, and deliver a healthy return on investment (ROI).
Read on for our top tips on writing effective PPC ad copy.
1. Understanding the basics
What is PPC ad copy?
Simply put, PPC ad copy is the text in your paid ads on platforms like Google Ads or Bing Ads. It's what users see when they search for something relevant to your business. Think headlines, descriptions, call-to-actions (CTAs), and the several extensions available.
For example, Google Ads requires several components of copy for a single responsive search ad:
- Up to 15 headlines (each up to 30 characters): These are the attention-grabbing lines that appear at the top of your ad. Google will mix and match these to find the best-performing combinations for different search queries and users.
- Up to 4 descriptions (each up to 90 characters): These provide more detail about your service, product, or offer. Google can show up to two descriptions at a time, depending on the device and available space.
- Display URL paths (up to 2, each up to 15 characters): These optional fields let you customise the URL shown in your ad, helping reinforce relevance and trust.
- Extensions: From sitelinks to callouts, structured snippets, price, and location extensions, these additional assets expand your ad with more information and links.
Why does your ad copy matter so much?
Traditional search ads are primarily text-based. That means the quality of your copy heavily determines the performance and outcome of your ad campaign. Great ad copy can boost your click-through rates (CTR), lower your costs per click (CPC), and help your ad rank higher in search results. Bad ad copy will do the opposite.
For PPC success, be sure to align your ad copy with what people are actually looking for.
2. Know your audience
Before you start writing, take a minute to think about who you're trying to reach. What are they interested in? How do they behave online? What might they be searching? Tools like Google’s Keyword Planner, Google Analytics, Google Search Console and Facebook Audience Insights can give you valuable data.
Create your ad copy based on the specific needs of your audience. Whether they're simply browsing, comparing options, or ready to buy or reach out.
3. Craft high-impact headlines
The most important part of your ad copy. Headlines are the first (and sometimes only) thing your audience will see. In the split second it takes to scan a results page or social post, your headline needs to grab their attention.
But it’s not just about standing out. You need to make sure that the copy being read is relevant and compelling.
- Use keywords effectively in headlines: Keywords signal relevance to both Google and potential customers. Use your target keywords naturally in headlines to show users that your ad directly addresses their search.
- Highlight unique selling points (USPs): What makes you different? Faster delivery? A better guarantee? A unique product? Your USP is what sets you apart from the competition, so make it known. Use your headline to instantly communicate that added value you bring. For example: "Free Next-Day Delivery on Orders Over £50”
- Create a sense of urgency: Fear of missing out (FOMO) is a powerful motivator. Phrases like "Limited Time Offer," "Sale Ends Soon," or "While Supplies Last" can create a sense of urgency and encourage immediate action.
Examples of effective headlines (and why they work)
- "Need a Reliable Plumber in [Location]?" - Asks a direct question, addresses a specific need and targets a specific area.
- "Save 30% on Designer Dresses - Today Only!" - Offers a clear benefit and creates urgency.
- "[Your Brand] - Top-Rated [Your Product/Service] in [Location]" - Builds trust with social proof and location targeting. (combine with Google Rating extension for further credibility)
The best headlines are clear, concise, relevant, and benefit driven. They grab attention, pique curiosity, and give users a reason to click.
4. Writing descriptions that do their job
Your headline grabbed their attention. It’s now time for your description to seal the deal. This is your chance to provide more detail, expand on and highlight the benefits of your offer, and convince users that clicking your ad is the right choice.
- Expand on the headline: Your description should build on the context of your headline. Don't just repeat the same information but elaborate and provide further detail. Think of it as answering the question, "So what?" after someone reads your headline.
- Focus on benefits over features: People care about what your product or service does for them, not necessarily what it is. Instead of saying "Our camera has 20 megapixels," say "Capture stunning, high-resolution photos in any lighting." Think about the problem your product solves and how it makes the user's life better.
- Incorporate social proof: People trust the opinions of others. Including social proof in your ad description can significantly increase credibility and click-through rates. Phrases like "Rated #1 by Customers," "As Seen On [Major Publication]," or "Join Over 10,000 Satisfied Customers" can be extremely powerful.
- Use strong calls to action (CTAs): Tell people what you want them to do. Use clear, concise language that prompts action. For example: "Shop Now," "Get a Free Quote," "Claim Your Exclusive Discount” A strong CTA creates a sense of urgency and guides users toward the desired action.
Examples of persuasive ad descriptions (and why they work)
- "Tired of slow internet? Switch to [Your Brand] and experience lightning-fast speeds and reliable service. Contact today for a free installation!" - Addresses a pain point, offers a solution, and includes a CTA.
- "[Your Product] - The ultimate solution for [problem]. Rated 5 stars by users. Shop now and get a 30-day money-back guarantee!" - Highlights a benefit, uses social proof, and reduces risk.
- "Looking for a reliable [service]? Our expert team provides fast, affordable [service] in [Your City]. Get a free consultation today!" - Targets a specific need, emphasises local expertise and concludes with a CTA.
5. Aligning PPC ad copy with landing pages
You've crafted compelling ad copy and driving traffic... now what? The experience after is just as crucial as the ad itself. Think of your landing page as the place where you fulfil the promise your ad copy made. A disconnect here can kill your conversion rate faster than the blink of an eye.
Think of your ad copy and landing page as a team. They need to work together to create a cohesive and positive experience for the user. The messaging in your ad copy needs to directly reflect the messaging on your landing page. Use similar language, highlight the same benefits, and echo the calls to action.
6. A/B testing: The key to improvement
You've learned in theory how to craft compelling ad copy, but how do you really know what resonates with your audience? How do you move beyond guesswork and start making data-driven decisions? The answer is A/B testing.
Think of A/B testing as a continuous optimisation process for your ads. It's a way to compare two versions of your ad copy to see which one performs better. Instead of relying on assumptions, you're letting your audience tell you what works through their clicks and conversions.
Remember, what works today might not work tomorrow. A/B testing allows you to continuously refine your ad copy based on real-world data, ensuring you're always putting your best foot forward. Setting and forgetting is simply not enough. Regular testing is crucial for maximising your CTR, quality scores, and ultimately, your ROI.
How to effectively A/B test your PPC ad copy
The key to effective A/B testing is to have a plan, execute that plan, and evaluate the results. Don't just randomly change things and hope for the best. Here's a step-by-step approach on A/B testing:
- Identify what to test: Start by pinpointing the elements of your ad copy that you want to improve.
- Headlines: This is often the first thing people see, so small changes can have a big impact. Test different value propositions, questions, or emotional appeals.
- Descriptions: Experiment with different benefits, social proof, or urgency.
- Calls to action: Try different action verbs ("Shop Now" vs. "Get Started") or levels of urgency ("Learn More" vs. "Limited Time Offer").
- Ad extensions: Test different sitelink text or callout messages to see which ones drive more clicks. You should also test different ad extension combinations. - Design your A/B tests: Create two versions of your ad (A and B), changing only one element at a time. This allows you to isolate the impact of that specific change. For example, if you're testing headlines, keep the descriptions and other elements the same.
- Set up your A/B test: Most PPC platforms (like Google Ads) make it easy to run A/B tests. Take advantage of built in features to create your ad variations and run them simultaneously.
- Track key metrics: Monitor the performance of each ad variation, focusing on metrics like CTR, conversion rate, cost per conversion, and Quality Score.
- Analyse the results: Once you've gathered enough data, analyse the results to determine which version performed better.
- Implement the winner and go again: A/B testing is an ongoing process, not a one-time event. By continuously testing and refining your ad copy, you can unlock peak performance and maximise the ROI of your paid ad campaign.
7. Putting it all together
Writing effective PPC ad copy is a continuous journey. It requires creativity, data analysis, and a focus on knowing your audience. By following the tips in this guide – from crafting compelling headlines to aligning your ad copy with your landing pages and continuously A/B testing – you'll be well-equipped to create ad copy that not only grabs attention but also drives meaningful results for your business.
Looking for a marketing agency to run your PPC campaign?
Here at Bigger Picture, our team of marketing experts research, create, and launch paid advertising campaigns that generate leads for your business. By crafting ads that engage and landing pages that convert, we deliver true ROI for our clients. From Google Ads to paid social campaigns, if you're ready to take your PPC to the next level, contact us today. Let’s talk PPC.