ppc copywriting best practices

Top 5 PPC Copywriting Best Practices

PPC Copywriting Best Practices and Tips help you try out new ideas and ways to write Google Ads that increase click-through rates and improve landing page conversions. Here are 5 PPC copywriting best practices to help you write better Google Adwords copy.


Top 5 PPC Copywriting Best Practices

Here are five PPC copywriting best practices that you can try in your Adwords campaigns and improve your SEM strategy.


1. Know Your Customer

One of the most important PPC copywriting best practices is to clearly understand your target audience – Who they are, What problem they are facing, Why do they want your product, What they are looking for.

Once you understand this basic information, you can write more effective Adwords copy. For example, look at the Ad below. It asks if you are dealing with Acne.

google text ad

The person who searches this Ad is clearly dealing with Acne, else he/she wouldn’t be searching for “help get rid of acne”. Then why ask.

Instead, if your Ad says, “Get Rid of Acne Forever” then it will be much more effective, since that is exactly what your target customer wants.

Bonus Read : Adwords Optimization Checklist for PPC Marketing


2. Address Key Concerns

One of the most effective PPC copywriting best practices is to identify and address your target customer’s key concerns upfront in your ad copy.

Before people buy your product or use your service, it’s important that you address their top 3-4 key concerns about it.

Do you offer free shipping? Does your product require setup? Do they need to provide credit card details? Is their data secure? What privacy options do you offer? And so on.

Here’s an example of a PPC Ad that addresses key customer concerns.

adwords ppc copywriting

Bonus Read : How to Find Negative Keywords for Adwords


3. Use Numbers

Use Numbers to help your target customer get a sense of how big and/or successful your product/service is. Numbers make your business look credible and tells them that you are not talking vague. Here are some of the things you can mention.

  • How long have been in business?
  • How many customers have you served?
  • How much money did you save for your customers?
  • How soon can you deliver?
  • How much discount do you offer?
  • Any recent milestones

Bonus Read : Landing Page Optimization Checklist for PPC Ads


4. Include Emotions

Emotions allow brands to connect with their audience. Think Disney, Hershey’s, Apple. They all have an emotional connect with their customers.

Understand what your customers are going through. Decide how you want your company to be perceived by your audience – as a hero/villain, good friend, funny guy?

Then write an emotional PPC ad copy for your target audience. Here’s an example of a PPC ad by a disability claims attorney who clearly understands the frustration of his/her target audience.

emotional google ad

Bonus Read : Top 4 Google Ads Copywriting Best Practices


5. Occupy As Much Space as Possible

Make Sure your PPC Ads occupy as much screen space as they can, and push down your competitors. Although Google provides quite limited space for Ad headline & descriptions, you can use structured snippets, sitelinks and other Ad extensions to increase your Ad’s screen space. Here’s an example of how Ray-Ban’s Ad occupies so much more space than a conventional ad, by using sitelink extension

ad extension example

Hopefully, the above PPC copywriting best practices will help you write PPC ads that attract, engage and convert prospects to your businesses. Always make sure to test your Ad copy performance by measuring your website’s traffic regularly.


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