Creating Effective Ad Copy: A Guide to Creating the Best PPC Advertising

Trying to create a great PPC campaign that gets results?

Want to make sure your PPC ads are as effective as possible?

If you’re trying to create a winning PPC campaign the first thing you need to do is make sure you’re creating compelling copy. Unfortunately, this is easier said than done. A lot of businesses make mistakes that end up costing them money and making them miss out on a lot of ad clicks and conversions.

Luckily, we’re here to help. Below is our guide to creating the best PPC advertising copy.

1. Evoke An Emotion

The first thing you’ll want to do when creating ad copy is to make sure that you’re appealing to the emotions of your target audience. Headlines and descriptions that speak directly to the emotions are ideal and can be highly effective to get someone to click on the ad.

Negative emotions such as fear and anger can be very powerful for catching the attention of customers online. However, you’ll want to strike a balance between being too negative while still affecting them emotionally. If you strike the right balance, you’ll inspire them to learn more about your product and they may just buy it to help with their problems and concerns.

2. Add Some Statistics

Adding some statistics, numbers, or facts into your ad copy can also be a great choice for creating an effective ad that quickly grabs the attention of customers and clients online.

If there is a statistic or fact that relates to what you’re selling, consider using it. An interesting or surprising statistic can be very useful for cutting through the noise. It can help you get straight to the point of why someone may need or want to use your product.

Try using some shocking, interesting, or eye-grabbing statistics in your ad copy and you may notice that it gets your ad more results.

3. Think About Your Customer’s Perspective

When writing your PPC ad copy, it’s crucial that you try to see things from your customer’s point of view. Think about what their pain points are and what problems they have. Then make sure you’re writing your ad with that in mind, working to deliver the solution to their problems.

Having his kind of empathy and foresight into your customers’ thought processes will allow you to speak directly to them while actually giving them what they need and want, and that’s really what marketing is all about.

4. Start Strong

To create an effective ad, it’s also important that you put the most effective part of the copy at the very beginning. Most people will only see a few words of your copy before moving on.

While you’ll be able to include a headline and several description lines in the ad make sure that the first thing that a customer sees is the most well-optimized copy. Put copy at the beginning that you know will grab a customer’s attention and tell them what your product is all about.

If your headline is good enough your potential customer will be more likely to read the entire ad. If they read the entire ad they may actually click through to your page. First impressions are everything and by having a strong start and placing the text of your ad in order of priority you’ll have a much more successful PPC campaign.

5. Don’t Forget to Optimize Display URLs

Display URLs are sometimes overlooked by marketers but are still a significant part of your ad copy. You need to make sure that you’re optimizing the display URL to make it look professional and to seem more relevant to the product or service you’re selling.

A more generic URL that simply says “Home” or “Blog” won’t look nearly as relevant to potential customers and won’t be very exciting. By optimizing your display URLs your ad and your business will look more professional and your ad will be more likely to get clicks and conversions.

6. Predict Objections

Many potential customers will have mental objections to your product as soon as they see your ad. It’s a great idea to anticipate these and to create your ad copy accordingly. If you think that your potential customers will expect high prices for your product, you may be able to reassure them easily by listing your price in the ad copy itself.

Once again it’s important that you put yourself in the shoes of your ideal customer and know what they’re thinking before they think it themselves. By doing this, you’ll have a much higher success rate and your ad will get more clicks as a result.

7. Mention the Benefits

When writing your ad copy, don’t make the mistake of leaving the benefits of your product or service out. Make sure that the benefits are front and center in your ad and that people can tell just from a glance what your product is all about, what problems it may solve, and how it is better than competing products.

Many advertisers make the mistake of focusing on being so clever with their copy that they never actually say anything about the product. While you should ensure that you’re taking a creative approach to your PPC ads, also make sure you tell your audience early on what benefits they can expect from your product or services.

Creating the Best PPC Advertising Copy For Your Business

While it takes many businesses a lot of time to tweak their ads to perfection, it doesn’t have to take forever to get your PPC campaign right. By using the tips above you’ll have a much better chance of creating the best PPC advertising copy that will allow you to have a successful campaign right out of the gate.

Looking for help with your PPC campaign and digital marketing strategy? Contact us today to learn more about what we can do for you.