It can be extremely profitable to run PPC ads–or it can be a waste of time.

What's the difference?

Much has to do with the text of your ad.

It's more tricky to write great copies for PPC ads than it might seem at first.

Platforms such as Google Ads provide you with a limited amount of space to catch the eye of a searcher, get them interested in your offer, and make them click.

Unfortunately, for writing the perfect PPC ad there is no winning formula (and if there were, everyone would use it). But you can follow a variety of best practices to improve your ad copy.

Here are 10 tips for the next ad you're writing.

1. Know What Your Target Market Wants

By talking about themselves, many businesses approach ad-writing. It's a natural thing to do, and after all, you're an expert on what's great about your business.

But it's the opposite of what you ought to do.

Customers are looking for you because something is needed, not because they are curious about your business.

The best way to get your target audience's attention is to show them that you understand their problems–and that you can fix them.

Do this exercise before you begin writing: put yourself in the shoes of your ideal customer.

Think about what kind of problem they're going through and imagine how they'd be looking for a solution. Write your ad copy as a response to the needs and search habits of that imaginary customer.

2. Address Your Audience

Use in your ads the words "you" and "your." 

It makes them feel important to speak directly to your audience, and it creates the sense that your business is personable – you want to create a friendly and helpful relationship with customers right off the bat.

3. Use Emotional Triggers to Your Advantage

What can an ad be the worst thing? You're right if you said boring.

A bad ad for the PPC is totally unforgettable. It may be harmless and well-placed, but if nobody ever feels intrigued or moved enough to click on it, why even bother publishing it?

By carefully choosing your words and making your audience feel something, you can avoid the fate of boring ads. This shouldn't be too difficult if you know what your target market wants.

Zero in on the core issue or desire that brings you customers, and brainstorm some ways to play up the emotion in it.

Indeed, negative feelings can be better stimuli than positive ones, as people are motivated to avoid pain, so don't be afraid to leverage the anxiety, anger, or FOMO of your audience (fear of missing out).

Some more positive emotions that you can use to drive results include hopefulness, relief, and other people's sense of love or admiration.

4. Use Numbers

Try adding a number or two if you want to draw more eyes to your ads.

Figures and statistics have a way to attract the attention of people and have been shown to increase CTR.

Naming the price of your product or advertising a sale is one way to use numbers.

You can also try to include numerical statistics about your business, such as how many customers you have helped.

Use exact numbers instead of round numbers, as people tend to have more confidence in exact numbers.

5. Remove Objections

Before they click on an ad or make a purchase, most people need to be a little convincing.

Come and address a few common objections to your service or selling points in your ad copy.

If you remove the excuses of your audience for not clicking before they even think of them, they will feel more comfortable with your business immediately–and more likely to take you on your offer.

6. Use All Your Space


Google Ads gives you two headlines of 30 characters plus a description of 80 characters.

Maximize the power of your ad by packing in this space all the information you can.

If you're a few characters short, see if you can include one or two extra details.

Don't forget about your ad extensions and URL display.

Your display URL doesn't have to match the actual URL your visitors will land on–its purpose is to show people what kind of page they will be taken to, so it's a smart move to create a custom URL that includes your keywords.

Ad extensions in search results can be another valuable way to get more immobilities. Nevertheless, don't rely on them to carry your message, as Google can not guarantee that every time your ad is running, your extensions will appear.

7. Emphasize What Makes You Stand Out

By setting yourself apart from your competitors, make your ad more intriguing.

You don't have plenty of room to pitch your unique selling proposal to your audience, so try distilling it into a powerful kernel that will make readers want more information.

There are some useful questions to ask yourself:

  • What's your business doing better than anyone else in the industry or differently?
  • Did you win any prizes?
  • Do you have any promotions or special offers?
  • What is special about the picture of your brand?

8. Go Local

People like local businesses and trust them over large, faceless national corporations.

Emphasize your location in your advertisements to give your business an accessible first impression.

In fact, you don't have to operate in just one location either to play up a local business image.

If you have multiple locations, use specific location-based terms for each campaign to create separate PPC campaigns to run in different geographic areas.

Therefore, use local phone numbers in your ads instead of an 800 number.

9. Using strong, imaginative calls for action

Does the phrase "Call now" really make you feel urgent? Perhaps not.

Rather than resorting to worn-out clichés for your calls to action, come up with something that will hit your audience a little bit more at home.

You already know what they want, so make it stand out in your call to action.

Start your call for action with a strong verb like "Get," "Save," "Build," or "Join."

10. Split Test Your PPC Ads Frequently

One of the best ways you can make real improvements in your ads is daily checking.

The more data you collect, the more patterns you start spotting, and the better your ad strategy can be adjusted.

Intuition can shockingly be far away from the mark when it comes to what's going to work in marketing, so it's incredibly important to base the choices on information instead of guesswork.

You can try to include some ideas for split tests:

  • Place your call to action at various locations
  • Comparing numerous calls for action
  • Experiment with various numbers and statistics in your ads
  • Trying different display URLs
  • Highlighting the various benefits of your product or service

The Takeaway

It's more an art than a science to write successful PPC ads.

Even advertisers with a wordmithing skill often crash into the block of writers as they try to find the ideal ad message.

The good news for you?

You will start writing PPC ads faster and easier with patience, training, and testing–and you will get real results from them.

Use these best practices as inspiration for your next set of advertisements, and you may be delighted to see how your audience responds positively.