Writing creative, enticing ad copy can sometimes be the most difficult part of creating a successful PPC campaign.  Finding the perfect combination of keywords, unique sales propositions, and call to actions can be tough for even the most seasoned PPC veteran.  Below are a few Do’s and Dont’s to keep in mind when writing your PPC ad copy to help get your campaign performing well.

DO #1: Create a catchy, click-enticing headline.  Your headline is the most important portion of your ad because it has the most visiblity to searchers.  Be sure to include keywords from your ad groups in the headline.  Not only will this help to improve your keyword Quality Scores, it will also help your headline stand out even more by bolding any keywords that match a user’s search query.  Try to think like your target audience – what would you click on if you were looking for your products or services?

DO #2: Include calls to action (CTA), special deals and pricing, unique sales propositions, etc.  Take any opportunity you can to separate yourself from your competitors, particularly those who are also using PPC.  It’s very important to match the wording in your ad with wording on your landing page to help improve quality score and ad positioning.  If your ad reads, "Free Shipping in the USA", then your landing page should include the same or very similar wording as well.

DO #3: Test several different versions of ad text for a single ad group.  Change up your wording, try keyword insertion, include different CTAs, etc.  See which ads get the most clicks and try to replicate the same structure across other ad groups.

DON’T #1: Send people to irrelevant pages via your destination URL, which would be the complete opposite of "Do" #2.  Doing so will lead to poor quality scores for your KWs, and may also lead to your ads being banned.  Instead, take users to the most relevant page possible, as quickly as possible

DON’T #2: Write vague, generalized ad copy.  I know it can be difficult with limited space, but be as descriptive as you can.  "Buy Blue T-Shirts for $10" will convert much better than "Buy Shirts Now!"  Again, try to think like your target audience and determine which language would make YOU click your ad.

DON’T #3: Overthink your ad copy.  It sounds easy enough, but make it simple and to the point.  As mentioned before, you can test out several different combinations of ad copy – you don’t need to win a Pulitzer on the first attempt.


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